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Branding > 10.4 Printed Identity Applications

New visual identity for the Accademia Carrara

by Lupo & Burtscher

The Accademia Carrara museum was founded in Bergamo in 1794 by the collector and art patron Count Giacomo Carrara. The museum’s collection is dedicated to Renaissance masterpieces from Pisanello, Mantegna, Bellini, Botticelli, Raphael, Lotto and Moroni. The new visual identity of the Accademia Carrara transforms the institution’s external appearance and rethink the museum as a place of encounter and appeal not only to its existing audience, but also to a new generation of visitors. 
The logo consists of three parts and works as a symbolic device: a shape that opens a space, based on the Accademia’s heraldic associations; the logotype; a free graphic element that underlines the Bergamo location in order to avoid confusion with the famous City of Carrara. The new house colour – Pantone Bright Red – gives a contrast to the Renaissance masterpieces. Ron Carpenter’s Amasis is used as headline typeface, Atlas Grotesk by Atelier Carvalho Bernau for the body text. The communication materials bear the heraldic device in a range of dimensions, positions and colours; in many cases it is used as a background to text, or as pattern. 
For the re-opening campaign of the museum the slogan “Vediamoci – come and see us” in combination with portraits of the museum’s collection invites the public to visit the museum after it was closed for 7 years. Large-format portraits in the public space of the City of Bergamo, in the whole Region of Lombardia and through advertisements in national and international newspapers, invite people to get involved and become part of the newly renovated museum.
Part of the new Visual Identity for the Accademy Carrara:
Corporate Design Concept & Visual Identity
Reopening Campaign
Webdesign & Audio Guide 
Signage System in the Museum
Public Space Project: Voci del Borgo – Narrative Journey around the Carrara

  • Creative Directors Lupo & Burtscher
  • Art Directors Lupo & Burtscher
  • Designers Angelika Burtscher, Daniele Lupo, Claudia Polizzi
  • Illustrators
  • Photographers
  • Editors
  • Copywriters
  • Web-Development Philipp Hellberg
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