Presented the new visual identity of GAMB - Galleria dell'Accademia di Firenze and Musei del Bargello

The new visual identity of GAMB - Galleria dell’Accademia di Firenze e Musei del Bargello, the new autonomous museum institute that brings together, in addition to the Galleria dell’Accademia and the Museo Nazionale del Bargello, Orsanmichele, Casa Martelli, Palazzo Davanzati, Cappelle Medicee and the former Church of San Procolo, is born. The graphic design bears the signature of the Migliore+Servetto studio.

The official presentation was attended by Andreina Contessa, director general of GAMB, Mara Servetto and Ico Migliore, founders of the Migliore+Servetto studio, Sara Funaro, mayor of Florence, Cristina Manetti, councillor for Culture of the Region of Tuscany, and Alessio De Cristofaro, director of the Central Institute for the Economic Enhancement and Promotion of Cultural Heritage (IC-VEPP), responsible for the new vision of museum merchandising of the MiC and projects aimed at enhancing the Italian cultural heritage

Strongly desired by Andreina Contessa, the new visual identity represents a strategic step in the construction of an integrated museum system designed to strengthen the identity and recognizability of a set of venues spread throughout Florence’s historic center.

The pictogram designed for GAMB translates into graphic form the geographic distribution of the seven venues in the Florentine urban fabric: from a unitary nucleus, several arms branch out toward the various museums, transforming the city map into a narrative symbol of the unity of the system and its connection to Florence. What emerges is a kind of urban diagram that is meant to immediately return the idea of a widespread heritage, not enclosed in a single building but scattered in the places that generated it.

In this perspective, the museum system intends to enhance the urban dimension of the cultural experience through thematic itineraries and transversal routes, such as In the Sign of Genius, Florence and its Symbols and Art in Detail, offering new ways of reading the city and its historical stratifications.

The graphic sign was conceived as a symbol of plurality and vitality, to strengthen the shared identity of the pole without renouncing the specificity of each institution. Divenire, a typeface (Cast Type Foundry), was chosen for the logotype: a contemporary sans-serif with an organic aesthetic and bold stroke. Its square and deliberately irregular shapes ideally evoke the urban pathways that connect the different locations, suggesting a balance between institutional authority, modernity and Italian elegance.

The color palette also dialogues deeply with the history and identity of the venues, attributing a specific symbolic hue to each location: Cobalt Blue identifies the Accademia Gallery and the Bargello Museum, recalling the preciousness of lapis lazuli and an idea of prestige; Emerald Green characterizes Palazzo Davanzati, drawing inspiration from the decorations of the Sala dei Pappagalli; Burgundy Red distinguishes Casa Martelli, evoking the heraldic tones of the family; theGold is associated with Orsanmichele, referring to the splendor of the Orcagna Tabernacle; Pietra Serena Gray recalls the textural atmosphere of the Medici Chapels and the New Sacristy; and finally, Purple identifies the former Church of San Procolo, symbolically referring to ecclesiastical tradition and liturgical vestments.

“The new visual identity,” said Director General Andreina Contessa, “represents a fundamental tool to make a complex and widespread museum system recognizable and coherent. It is the sign of a shared vision, capable of restoring unity to a plurality of venues and histories and consolidating its dialogue with the city and different audiences. The pictogram designed by Migliore+Servetto is a dynamic sign that suggests movement and connection, path and intersection, and evokes the possibility of exploration and discovery. In fact, it draws a map that is both geographical and conceptual, linking places of art and history and generating intertwined experiences and knowledge.”

“We did not just draw a symbol, but a map capable of connecting culture to its territory,” said Ico Migliore and Mara Servetto. “The identity of GAMB is a living sign that unites seven extraordinary places starting from a common center. It is a diffuse work of art that invites people to rediscover history by walking in the heart of Florence.” “Designing an identity today is not just about drawing a sign, but exploring the relationship between design, memory and place through a new collective authorship,” they added. “This logo builds connections and arises from a synthesis of stimuli made of dialogues and glances into the fabric of the city.”-

Presented the new visual identity of GAMB - Galleria dell'Accademia di Firenze and Musei del Bargello

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