Centro per l'Arte Contemporanea Luigi Pecci Prato

Centro per l'Arte Contemporanea

Luigi Pecci — Prato

Rebranding (2014)

Corporate identity developed according to the emblematic and essential elements to achieve the right balance between image representation of the Centro Pecci and its effective role. The project started from its huge visual impact with the surrounding context. Huge and massive, it expands upon as a horizon: its new realized curved shape hugs the preexisting building creating a symbiosis, completing a mechanism in all its parts. The look penetrates from the external part and extend itself inside both the layers, building an open and dynamic space characterized by suggestive vertical lines.

“Cosimo, tre anni e dieci mesi, ha da qualche giorno iniziato a fare dei disegni “strani”. All’inizio erano forme rettangolari, allungate orizzontalmente. Il tratto però si caratterizzava fin da subito per essere particolare: era come se la mano, mentre scorreva sul foglio, si soffermasse continuamente e indugiasse la sua corsa alla ricerca di particolari che ancora non si manifestavano. Questi particolari sono diventati presto linee verticali, dislocate una di seguito all’altra ed ha iniziato a comparire una linea orizzontale che le attraversava tutte.[...]”

A big golden and metallic flying saucer, impossible to avoid, lands in the middle of a crossroad becoming a landmark for the territory. Its role is to merge arts into a unique epicenter, spreading waves so powerful to be able to exceed the local dynamic to reach national and international interest.

As — and with — an antenna or an artificial satellite (transmitting and receiving at the same time), the structure captures the artistic tendencies, creates relationships and becomes essential element to spread culture today, of the dynamic present and of the hypothetical future. Oscillations in nature are the measure of time passing and they propagate as waves. A wave is an oscillation which, generated from a dot, propagate itself into the space, carrying energy but not substance.

The type design of the letters is based on a matrix of thin monospaced lines that allow to develop a vertical modularity of singular elements, that became abstract modules if seen from a close distance. The structure of the letters is made to realize extensions of the initial drawing of a bigger font family, which variables of advancement are the thickness of the lines and the distance between them, with the possibility to reproduce multiple variants.