ITALIA
―
Master's degree thesis / Country branding
February 2023 ― October 2023
SAPIENZA UNIVERSITY OF ROME
ABSTRACT
An institutional brand for civic use has been designed to enhance Italy's reputational capital. The project goal was to create a communication system in which citizens, institutions and businesses could communicate with each other.
Concept moodboard: Italian round arch
Master's degree book layout: concept and logo display
Italy Country Brand
Italy Country Brand translation
Italy logo animation
Brand stress: visual variants
Institutional font variant
Institutional and non-institutional web icons
Event promotional poster
Google partnership
Wayfinding system
Punctual and directional signage
Design of the Made in Italy sticker, universal for Made in Italy products
Master's degree book cover
ABOUT THE PROJECT
According to Brand Finance, Italy is 9th in the ranking of the strongest and most influential national brands but, despite the promotion of many Destination Branding campaigns, there is not yet a Country Brand able to gather the set of Italian values globally recognized and rewarded by the success of Made in Italy. That’s why there’s the need to develop an institutional brand that goes beyond the mere tourist promotion of the territory and has a civic function, generating a communication system in which citizens, institutions and businesses communicate each other and promote the valorization of Italian reputational capital.
The brand is born from the inscription of an arc inside a square module which, divided into equidistant areas, allows Italian flag colors to be identified. The round arch is also an architectural and landscape element that characterizes and distinguishes the visual culture of our country: it is for this reason that the language is based on the "stress" of the brand, where the variations of the sign make the visual identity dynamic, heterogeneous and compact.
BRAND DESIGNER: Simone Diodati
SPECIAL THANKS TO PROFESSORS: Guido Chiefalo, Carlo Martino, Laura Minestroni
