Museo Archeologico Firenze
Visual Identity
Spring 2025
ClassBranding
While studying abroad in Florence, I re-imagined a new visual identity for a local museum. While Florence is home to world-renknowned Reniassnace museums, other instiutions are less commonly visited among tourists.
Established in 1870, the Nazionale Archeologico Museo di Firenze, is managed by the Italian Minister of Culture. The permanent collection boasts a vast range of Etruscan, Egyptian, and Greek works from the prehistoric tp Coptic Age.
As a semester long project, I visualized a modern identity and wayfinding system for the museum.
RESEARCH
Site Visit
Egyptian Egyptian sarcophagus Funerary stones Greek sarcophagus
Greek Broken funerary vases Etruscan vases Etruscan
Key Observations
- stone
- rough
- carve
- hieroglyphics
- erode
- fragmentation
As seen above, the musuem does have a logo icon and red color, but it lacks a cohesive visual system. Exhibition graphics and posters have inconsistent fonts and layouts.
Online reviews of the museum from tourists claim that the place was surprisingly uncrowded, providing a nice sanctuary from other Florence attractions. During our initial site visit, there were primary school tour groups. Testimonial from Florence residents suggest that musuem is under-visited, and is commonly used by local educational programs.
How can we attract a wider Florentine audience with diverse age range?
Goal: Increase visitors from the age ranges of early 20s–mid 40s.
Competitive Landscape
The museum currently uses the Chimera as its logo symbol, an ode to the Chimera of Arezzo, a bronze statue from 4th century BC. The chimera was made in the Etruscan manner and later owned by the Medici family, becoming a symbol of political strength and power.
Insight: Other national archaeological museums also used a silhouette of a famous sculpture as their logo. The current logo is not distinctive. A type-based logo would provide distinction.
The museum currently uses the Chimera as its logo symbol, an ode to the Chimera of Arezzo, a bronze statue from 4th century BC. The chimera was made in the Etruscan manner and later owned by the Medici family, becoming a symbol of political strength and power.
Insight: Other national archaeological museums also used a silhouette of a famous sculpture as their logo. The current logo is not distinctive. A type-based logo would provide distinction.
DISCOVERY
- megalith of rocks
- “little pieces”
- “coming together”
- type as structure
- sharp, jagged
Logo Draft 1
The initial concept was to reflect the rough materiality of the artifacts, capturing the unique fracture and imperfections. Since the current museum name (Nazionale Museo Archeologico di Firenze) was long, we shortened the brand to Museo Archaeologico Firenze (MAF).
I was also inspired by the concept of “little objects” coming together. From the vast collection of vases and repeated utilitarian objects, the typeface is created by repetition of modular shapes
.The initial concept was to reflect the rough materiality of the artifacts, capturing the unique fracture and imperfections. Since the current museum name (Nazionale Museo Archeologico di Firenze) was long, we shortened the brand to Museo Archaeologico Firenze (MAF).
I was also inspired by the concept of “little objects” coming together. From the vast collection of vases and repeated utilitarian objects, the typeface is created by repetition of modular shapes
Rapid Iteration
In order to abstract the forms, I created a single A monogram made of one modular shape. To create a more lively identity, I reflected dynamic movement using the x-y-z planes. The A symbolizes movement through time.
Just as artifacts became more three dimensional over time, the evolving A logo icon is in constant formation.
REFINEMENT
Beyond the Final Logo
Establishing the environment the museum lives in, the different patterns are inspired by the designs of Egyptian funerary plates and Etruscan vases.
The patterns can be rearranged to create both symmetrical and asymmetrical compositions, showcasing a constant shift through time and space, striving for perfection that is just out of grasp but never fully achieved.
Establishing the environment the museum lives in, the different patterns are inspired by the designs of Egyptian funerary plates and Etruscan vases.
The patterns can be rearranged to create both symmetrical and asymmetrical compositions, showcasing a constant shift through time and space, striving for perfection that is just out of grasp but never fully achieved.
Event Promotional Video
WAYFINDING
Challenge: Distinguish the Entrance
MAF is situated in the corner of the popular Piazza della Annunziata. The main entrance sits between two other cultural exhibits, a basillica with Renaissance works and the Hospitals of Innocents. How can we clarify and direct visitors to the museum?