We designed the coordinated graphic image for the event entitled Giovanni Michelucci Oltre il tempo, a project sponsored by Provincia di Pistoia, with the contribution of Regione Toscana and Comune di Quarrata, in collaboration with Fondazione Giovanni Michelucci.
The final result was inspired precisely by this concept, Giovanni Michelucci was an innovative and unconventional man who had close ties with his native city as well as nature, which was not simply something he wanted to imitate, but it stimulated a process of continuous transformation and unceasing change.
What we wanted to emphasize was precisely this desire of his to change things, to move "beyond time", and his continuous dialogue with the world around him. This is why we decided to symbolize the "protagonist" of our work as a tree trunk, which, like Michelucci's projects, is closely rooted to the earth and the landscape. In our opinion this image expresses all the significance of the art expressed by the architect: his great love for wood, the world of nature and his origins from Pistoia. In fact, if we cut a section from a tree trunk, the yearly growth rings are clearly visible and therefore offer the perfect symbolic reference we wanted: the passage of time that steadily grows, rather than weakening, thus strengthening the importance and authenticity of nature and, at the same time, all Michelucci's work.
The concept transmitted by this image is expressed with very clear graphics that also pay attention to the aesthetics and the different effects of light and shade on the texture, with the aim of giving the logo the very best communicative functions.
The simple complexity of a piece of wood.
The final result was inspired precisely by this concept, Giovanni Michelucci was an innovative and unconventional man who had close ties with his native city as well as nature, which was not simply something he wanted to imitate, but it stimulated a process of continuous transformation and unceasing change.
What we wanted to emphasize was precisely this desire of his to change things, to move "beyond time", and his continuous dialogue with the world around him. This is why we decided to symbolize the "protagonist" of our work as a tree trunk, which, like Michelucci's projects, is closely rooted to the earth and the landscape. In our opinion this image expresses all the significance of the art expressed by the architect: his great love for wood, the world of nature and his origins from Pistoia. In fact, if we cut a section from a tree trunk, the yearly growth rings are clearly visible and therefore offer the perfect symbolic reference we wanted: the passage of time that steadily grows, rather than weakening, thus strengthening the importance and authenticity of nature and, at the same time, all Michelucci's work.
The concept transmitted by this image is expressed with very clear graphics that also pay attention to the aesthetics and the different effects of light and shade on the texture, with the aim of giving the logo the very best communicative functions.
The simple complexity of a piece of wood.
Project carried out in collaboration with Claudia Livia and Luisa Oliva
