Parco delle Culture

PARCO DELLE CULTURE

Festival

21 — 23 JUNE 2019

CONCEPT:

A network of institutions presents a new cultural program in the heart of Parco Sempione, Milan.

The initiative aims to create a program shared by various Milanese cultural institutions and intends to define this unique place as an extraordinary green space surrounded by the most important cultural excellences, becoming an hub of the city.

Each of the realities involved proposes events and projects in line with their own activity; all of these flow together into a program in which art, theater, music, science and literature dialogue among themselves. Parco delle Culture is the event created by the Municipality of Milan and promoted by Triennale Milano. In line with this, also the identity has been developed with Triennale Milano.

VISUAL:

The design of the project goes from printed supports, such as leaflet and invite, to outdoor and indoor advertising.

All the visual is based on the use of a gradient that starting from a plain yellow fades into the pure white. A graphic without edges or borders, where the elements merge among themselves as the plurality of disciplines presented do. Blending together, each of them highlights respectively the peculiarity it is presenting. Visually, this focus and highlight is achieved with the use of the complementary colour of yellow: purple. By using it, the overall result appears with brilliant tones.

Font used: Atlas Grotesk, Commercial Type foundry.

LOGOTYPE:

The logotype of Parco delle Culture has at its basis a geometric representation of the Teatro Continuo, by Alberto Burri, the core place of where events are held. In the rielaboration, both shape and perspective have been kept.