Vertemate Franchi family crest.
Studying the history of Palazzo Vertemate Franchi it seemed clear from the very beginning that a sign that went beyond the didactic representation of the architectural aspect was needed, to fully represent the identity of the place. We chose to represent the historical period in which the palace was built: the Renaissance.
Palazzo Vertemate Franchi
Renaissance is the period in which the rules of perspective, a theory for the representation of space and its design, are defined for the first time.
We synthesized the soul of the Palace into a sign that embodies the principles of the Renaissance: four rays that tend towards infinity, describing an open and mutable space; a place that is ready for the needs of its community.
The proposed trademark, however, lends itself to a double reading. If on the one hand there is an explicit reference to the perspective representation, on the other it is possible to read the stylization of a shell, a symbol widely used in the Renaissance period and also present in the fish pond of Palazzo Vertemate Franchi.
The sign thus respects the historical roots of the building without appearing nostalgic, but renewing the cultural principles that lie at its foundations and onto which it still focuses its activities today.
The shell is the shape used as a water collection basin in the fishpond of Palazzo Vertemate Franchi.
On interactive media, the progressive distortion of perspective lines can be used to create an animation of the header, increasing the strength of the concept.
The four diagonal lines of the brand constitute also a simple system for the construction of the communicative material: the inclination of one of the four lines can be the cut for the photographic images or the basis for the typographic composition.
Studying the history of Palazzo Vertemate Franchi it seemed clear from the very beginning that a sign that went beyond the didactic representation of the architectural aspect was needed, to fully represent the identity of the place. We chose to represent the historical period in which the palace was built: the Renaissance.
Palazzo Vertemate Franchi
Renaissance is the period in which the rules of perspective, a theory for the representation of space and its design, are defined for the first time.
We synthesized the soul of the Palace into a sign that embodies the principles of the Renaissance: four rays that tend towards infinity, describing an open and mutable space; a place that is ready for the needs of its community.
The proposed trademark, however, lends itself to a double reading. If on the one hand there is an explicit reference to the perspective representation, on the other it is possible to read the stylization of a shell, a symbol widely used in the Renaissance period and also present in the fish pond of Palazzo Vertemate Franchi.
The sign thus respects the historical roots of the building without appearing nostalgic, but renewing the cultural principles that lie at its foundations and onto which it still focuses its activities today.
The shell is the shape used as a water collection basin in the fishpond of Palazzo Vertemate Franchi.
On interactive media, the progressive distortion of perspective lines can be used to create an animation of the header, increasing the strength of the concept.
The four diagonal lines of the brand constitute also a simple system for the construction of the communicative material: the inclination of one of the four lines can be the cut for the photographic images or the basis for the typographic composition.
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