Gamb, the new visual identity of the Galleria dell’Accademia di Firenze and the Bargello

The pictogram represents a dynamic synthesis of the geographical distribution of the seven locations in the historic center: a unitary nucleus from which different arms branch out towards the different components of the Center, transforming the map into a narrative and symbolic element of the unity of the system and its projection in the city.

“The new visual identity – explained Andreina Contessa – represents a fundamental tool for making 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 locations and stories and of consolidating the dialogue with the city and with the different audiences. The pictogram created 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 at the same time geographical and conceptual, which unites places of art and history and generates intertwined experiences and knowledge”. The result is a real urban diagram that immediately restores the distinctive value of the museum system: art is not confined in a container, but unfolds in the territory that generated it through a coherent and recognizable language. In this perspective, the system enhances an architectural and artistic heritage widespread in the urban fabric, offering a journey through the multiple eras and different faces of Florence and giving life to thematic itineraries and cross paths (In the sign of genius, Florence and its symbols, Art in detail).

“We have not just designed a symbol, but a map capable of connecting culture to its territory”, stated Ico Migliore and Mara Servetto, founders of the Migliore+Servetto studio. “The identity of Gamb is a living sign that unites seven extraordinary places starting from a common center. It is a widespread work of art that invites people to rediscover history by walking in the heart of Florence.”

The graphic sign is configured as a symbol of plurality and vitality, strengthening the shared identity and enhancing, at the same time, the specificity of each institution in mutual dialogue. A dynamic element capable of adapting to different contexts, modulating itself with extreme flexibility. “Designing an identity today does not just mean tracing a sign, but exploring the relationship between project, memory and place through a new collective authorship – explained Migliore and Servetto – This logo builds connections and arises from a synthesis of stimuli made up of dialogues and glances in the fabric of the city”.

The Divenire font (Cast Type Foundry) was chosen for the logotype, a sans-serif with an organic soul and a strong personality. Its squared shapes, at times irregular, discontinuous – as if they bore the signs of time and the hand of man – ideally refer to the paths that connect the offices: paths that are not straight, never uniform, yet capable of generating harmony. It is a modern character that communicates institutional authority and reliability, bringing with it a rational, never cold, typically Italian elegance. The color palette draws deeply on the territory and history, harmonizing the different souls of the museum system and characterizing each location with its own peculiar character: Cobalt Blue for the Accademia Gallery and the Bargello Museum: a shade that evokes a sense of authority and prestige through the preciousness of lapis lazuli; Emerald Green for Palazzo Davanzati: a chromatic homage to the decorations of the famous “Parrot Hall”; Burgundy red for Casa Martelli: inspired by the heraldic shades of the family coat of arms; Gold for Orsanmichele: a citation of the splendor of the Orcagna Tabernacle; Grigio Pietra Serena for the Medici Chapels: faithfully reflects the material atmosphere and rigor of the New Sacristy; Purple for the former Church of San Procolo: a symbolic choice that refers to tradition and ecclesiastical vestments.