Musei Nazionali di Genova

Brand identity for Musei Nazionali di Genova, a museum group including three individual art museums. Shortlisted proposal for the branding contest organised by AIAP. The name Musei Nazionali di Genova was introduced by the board to reflect the belonging of the three museums, previously known by their individual name, to a single museum system. The proposal highlights the acronym MNG which reinforces the communication of the transition to a centralised management, whilst being identifiable, memorisable and easy to pronounce in International context, as well as allowing to maintain a simple verbal system, even when including the individual museum names as secondary elements. Expressing the ideas of grouping and connection, the letters in the logo form a defined perimeter around an enclosed space that hints at the historical dwelling nature of the museum’s rooms and the related concepts of belonging and welcoming. MNG literally – and metaphorically – hosts the three individual museums through a consistent visual system that positions them on equal grounds within the leadership of the museum group. Locking around artworks and objects, the logo brings attention to the treasures hosted within the walls of the museums, inviting the viewer to enter and discover. The modern typography acts as a neutral framework that complements the visual richness of the more traditional museum collections as well as enhancing the communication of a vaste cultural offer of temporary exhibitions, workshops and activities. Designed with Carolina Magro.