ARA. Building an identity for rural areas
ARA – Rural Creative Routes is a project established in Rovigo, a small town in the north of Italy, to enhance local rural heritage.
We have chosen to construct a dynamic logo where the glyphs making up the word ARA live within the space and communicate with each other via connections represented by lines, in the same way as the Ara project aims to construct new relationships between the actors in the local area.
The ARA logo, therefore, is based on a matrix made up of three lines and three columns that are alternatively filled. Connections are only made through glyphs which occupy the spaces of the matrix which have been filled, specifically, the connections between the glyphs are made by Bèzier quadratic curves. Generating variations of the logo makes its visual identity more dynamic and exploits this tool for system applications in various visual outputs.
The connecting links that make up the logo are elements whose connections give structure to a space. The generative logo has been created with NodeBox 3 parametric software, which uses code packages and node view to create generative objects.
The communication system around the logo is constructed by stratifying different levels of communication: a colour palette that declines the desaturated colours typical of the reference area, a series of pictographic marks used to identify the various driving forces of the project (sport, culture, social innovation, economics, rural life, tourism), and a series of references to the administrative communication in the area.
The latter aspect has been developed by using textures and patterns typical of flags and heraldic banners.
- Creative Directors –
- Art Directors Laura Bortoloni
- Designers Daniele De Rosa
- Illustrators –
- Photographers Andrea Verzola
- Editors –
- Copywriters –
- Video teaser Cristina Boldrin