Sistema Museale Pistoia

This black-and-white collage shows a courtyard with arches, classical-style shuttered windows and a building with decorative details, depicting historic urban architecture.

The museum hub will include four distinct exhibition venues, each with its own character. The brief called for a logo that, through different text, acronyms, colors and stylistic elements, would visually lead back to a single entity. The venues needed to share the same logo while still expressing the uniqueness of each place. Although all four buildings are physically very close, they differ greatly in structure, nature, history and purpose, so the challenge was to find a "lowest common denominator" able to encompass and represent them all.

Visual identity concept

The "Musei di Pistoia" brand is tied to the city and represents the local museum system, a "system" made of history, people, traditions, communities and artistic heritage. For the institutions that include it in their communications, the brand means being part of both the artistic and the territorial system of Pistoia, highlighting the venues that the city and this museum hub consider part of their identity.

The symbols used visually translate the institutions that will be part of this museum hub and refer directly to the buildings and the historical imagery they represent. Each symbol is based on the main figurative archetypes of the city and its buildings. Every museum is identified by a single symbol from the brand, which can be used on its own as a sub-brand of the main logo.