BRAND IDENTITY
ISTITUTO POLIGRAFICO
E ZECCA DELLO STATO
ROMA, 2019

SELECTED AS THE WINNING BID
FOR THE REGENERATION PROJECT
OF THE FORMER ITALIAN STATE MINT BUILDING


SELECTED AND FEATURED ON
AWDA AIAP WOMEN DESIGN AWARDS 2019


In collaboration with:
Atelier(s) Alfonso Femia AF517,
Mauro and Chiara Mortaroli,
Videoworks group

ZAM is a renewal and regeneration project of the former State Mint building in the Esquilino district of Rome, which will be repurposed as a new cultural centre. The project calls for complete renovation of the building’s interiors in contemporary style, adapting the venues to their new purpose. The intervention will conserve the building’s identity and volumes, as well as the industrial character of its venues. It will bring new cultural life and contribute to improving social relations in the historic Rione (district).

CONCEPT

Development of the concept began by analysing the symbolic language of currency, specifically of Italian Lira banknotes. We looked at the concept of the filigree, the delicate metalwork made by weaving fine metal wires together. By closely examining the banknotes, we identified the many textures that characterize and differentiate each note; these were then extrapolated and processed through a modular grid, in order to homogenise them. This same grid was used to create the project’s logotype’s typography.

ZAM - ZECCA ARTE E MESTIERI
THE LOGO


We developed the name as an acronym, as is frequently the case for museums and artistic institutions. The name we came up with, ZAM – Zecca, Arti, Mestieri (Mint, arts and crafts), is inspired by the building’s function during its years of activity. The heritage of this historical building and its former purpose are reimagined and expanded upon, bringing it back to life as a new multifunctional space that houses the cultural heritage of arts and crafts. The dominant typographical element of the institutional logo is filled in by a variety of textures: different colours, directions, and line types. The logo comprises the acronym and explanatory payoff, which identifies the three elements coexisting in the repurposed space.

TEXTURES E COLOURS

The textures and colours shown here have been sampled from the design elements that appear on Italian Lira banknotes. We have reinterpreted them to give them a livelier look, which contrasts with the building’s neoclassical architecture.

 

Taking clues from the payoff, the building’s interiors have been divided into three groups, based on their content and purpose. Each group is defined by the overlapping letters ZAM, where emphasis is given only to the one letter representing that group.

SIGNAGE

The signage has been designed on a grid that was made by superimposing undulated textures on the basic grid.

The illustrated project’s aim is to build a unified identity for this important historical landmark: a narrative of the values, activities, history and culture that have gravitated around this building through the years, and that will inhabit it for years to come. The new identity concept has its roots in the building’s original purpose, that of manufacturing coins. The old State Mint’s function, however, is now and expanded by a new dimension, giving new life to the building as an open, multifunctional space for promotion and exhibition of the living cultural heritage associated with arts and crafts. The redevelopment and recovery of the historic building that hosted the first Mint of Italy becomes reality thanks to the enhancement project presented by the group led by Studio Atelier (s) Alfonso Femia.