IDENTITY SYSTEM
FONDAZIONE MARCHE CULTURA
ANCONA
2022
Fondazione Marche Cultura is a key point of contact for local entities, municipalities and regional cultural operators: it defines strategies and tools, provides technical support and carries out operational coordination. It is structured into Marche Beni Culturali, Musei e Luoghi della Cultura, Marche Film Commission, Mediateca and Marche Social Media Team. The team is composed of professionals selected through public calls.
VALUE
ANALYSIS
VALUE
ANALYSIS
IMPACT
ANALYSIS
IMPACT
ANALYSIS
CONTENT
ANALYSIS
CONTENT
ANALYSIS
WORKSHOP
The starting point of the reflections that led to the definition of the new identity and the development of new communication tools, including the institutional website, was a moment of co-creation.
The workshop involved key figures from the different areas of Fondazione Marche Cultura, as well as members of its top management. These participatory activities, carried out with the support of coach Lorenzo Massacci, brought to light objectives, values, characteristics and content that have become an integral part of the current communication strategy.
CONCEPT
The new identity proposal focuses on simplifying the existing brand through the redefinition of typography and selected iconic elements. The intention of the new communication project is to make the brand recognisable no longer through the visual character of its mark, but through a new typographic behaviour.
Marche and Cultura, the two souls of the Foundation, are each dressed with their own typography and distinctive element, Marche with the full stop, Cultura with the colon, allowing the identity to be easily and clearly declined across the different sections of the Foundation’s website.
MARCHE.OPPORTUNITIES / PROJECTS / DEVELOPMENT
The Marche region, overlooking the Adriatic Sea in central Italy, already reveals through its plural name the many identities that inhabit it. From the sea to the mountains, passing through villages and cities of art, an extraordinary multiplicity that makes our region and its cultural offer truly unique.
TYPOGRAPHY
The first thematic area, Marche., uses a sans serif typeface to convey solidity and stability to all content related to the institutional aspects of the Foundation, its history, spaces, locations and objectives. The second thematic area, Cultura:, uses a serif typeface to introduce dynamic content, evolving, constantly updated and aligned with all the activities in which the Foundation plays an active role.
CULTURE:MEMORY
Culture means preserving and cataloguing the documents that tell the story, knowledge and traditions of our region.
CULTURE:HERITAGE
Culture means organising the cultural heritage of our region so it can be accessed and experienced more easily.
CULTURE:CONNECTION
Culture means developing relationships and digital communication and marketing strategies to promote our cultural heritage.
CULTURE:PLACES
Culture means promoting museums and cultural sites within our regional heritage.
CULTURE:CINEMA
Culture means supporting and showcasing our region through cinema and television.
THE SECTORS
THE SECTORS
Fondazione Marche Cultura is the privileged point of contact, the direct reference, the qualified partner that offers concrete, participatory and integrated cultural project solutions, aligned with the strategic priorities of the region through its five sectors:
Mediateca - Culture:Memory
Digital Catalogue of Cultural Heritage - Culture:Heritage
Digital Media Team - Culture:Connection
Museums and Cultural Sites - Culture:Places
Marche Film Commission - Culture:Cinema
