Foro Romanvm
Identity and Branding
Identity and Branding
Foro Romanvm is an identity design created while studying abroad in Rome, Italy. The system includes a business card, letterhead, envelope, poster, map, signage, website, folder, and promotional piece.
The Identity of Foro Romanum was designed to represent the grandeur of its past glory and the shadow of it that remains today. Therefore the image of the Temple of Saturn is split into two halves. The right side shows the remains of today and the left side shows the residual presence of the past majesty. The Temple of Saturn was chosen because it is the oldest temple, and the most important temple in the Roman Forum for both religious and official reasons.
Trajan Pro was chosen as identity typeface because Trajan Pro resembles almost precisely the incised Roman letters of the past which the current alphabet are based off of. The U in Romanum is changed to a V in honor of their past use of V for U. It is in Latin to give a historical aspect to the site. Garamond was used for body copy because it is a classic typeface which is easily legible and lends to the richness of the Forum.
The Pantone color Black C was used with white to give the identity a sense of history and classicality. Pantone 871 C was used in correlation to the Temple of Saturn to represent the time under the rule of the god Saturn which was referred to as “The Golden Age”, and the wealth and power of Rome.
