We are proud to have created the visual identity of Museo Donna Regina
How can one transform a local giant into an international adventure? This is the challenge that we accepted when we worked on the complete restyling of Madre, the Contemporary Art Museum of the city of Naples.
During the 60’s and 70’s the city of Naples was a very important meeting place for the “arte povera” and the transavantgarde movements, and the opening of Madre in 2005 -with its new arrangement of more than 7000 m2 in the Donna Regina building by Alvaro Siza –was hailed as the advent of one of the great Italian works of art.
Our collaboration with Madre was born with the intent of narrating the sovereignty and artistic opening of the city of Naples while at the same time transporting it into the present.
Bringing back contemporary art to the south, and vice versa, being able to give a more universal identity to a geographically characterized exhibition space.
One of the measures was to provide a logo in which the name of the city was always present. This is how Madre,which in Italian means "mother", becomes "Madre-Napoli/Mother-Naples ", expressing the Neapolitan idea of participation, belonging and quaint charm. The geographical reference immediately gives a new personality to the place, moving it away from any possible museum –like depersonalization and bringing it closer to the soul of the city that hosts it.
The new identity of Madre-Napoli is defined by a color, a warm and vibrant yellow, which shows the personality through an unequivocal and immediate sensory impression. The color, more than any other type of symbol or word, is able to synthesize an aesthetic idea and a formal connection, and yellow is the true ambassador of Madre-Napoli, the signal able to underline the Mediterranean roots and represent univocally the southern soul.
Exactly in order to give greater prominence to the reigning solar chroma, all the iconography linked to the museum was designed in black and white, and the entire visual layout is structured starting from a simple geometric cage, which is adjustable to the needs of any communication.
The new arrangement of Madre-Napoli, as well as the website - the first contemporary art website completely responsive in Italy - were presented during the most yellow day of the year, the 2013 summer solstice, ready to narrate about a new era of Italian contemporary art.