The announcement of the winner of the call for the coordinated image and the presentation of the logo: May 30th at the Teatro di Corte on the occasion of the opening of the European Design Festival 2024.
On May 30, the opening night of the first “European Design Festival”, organized by AIAP – Italian Association of Visual Communication Design – will take place for the first time in Naples from May 30 to June 2, during which the winner of the competition will be announced and the new brand of the Royal Palace of Naples will be presented.
The team composed of Francesca Pavese, Vito Della Speranza, Francesca Cuomo and Ciro Esposito had the winning idea among the five finalist candidates, selected to design the new coordinated image of the Royal Palace of Naples, out of 218 applications to participate.
The leader of the group is Francesca Pavese, from Rome, who participated with a team, with which she has had a consolidated working relationship for over 6 years.
“I had the opportunity to work with an exceptional team, great professionals from Ischia di Napoli with whom we had already created exhibitions at the MANN and at the Scuderie del Quirinale – Pavese stated – I think it is fundamental that local people worked on a Neapolitan project. It was a great challenge that we are happy to have won, given the great participation of candidates, some of whom are very well-known at an international level”.
The group that created the winning project will receive a prize of 15.000 euros and, during the evening, the logo will be presented.
The other finalists were Giuditta Valentina Gentile (Florence), Miguel Palmeiro Designer (Porto-Portugal), Studio FM (Milan), Stefano Tonti (Rimini). The results are public on the website www.aiap.it.
The candidates selected from second to fifth place will be awarded, as reimbursement of expenses, a prize of one thousand euros and their projects will be exhibited inside the Royal Palace, on panels created for the occasion of the festival.
This is the first time that the Royal Palace of Naples has announced a competition for the creation of its own brand through the development of a trademark/logotype and a visual identity system.
The AIAP – Italian Association of Visual Communication Design – was responsible for operationally coordinating the activities of the competition, which was divided into two phases.
The museum management's desire to renew its image for promotional and communication activities is an integral part of the project that intends to bring the palace back to its international dimension as a theatre of European history.
“The project to reconstruct the identity of the Royal Palace of Naples – says the director of the Palace, Mario Epifani – in addition to giving the greatest possible visibility to the treasures it houses, it encourages every possible connection with the other royal residences, both Italian and European, which are today united with it by the need to adapt the spaces of what were once residences to the needs of a modern museum".
In the first phase of the competition announced at the beginning of the year, 231 applications arrived from all over Italy and also from European countries, among which 188 applications were found to be suitable and regular, all anonymous and identified through a code.
Among the applications received, five were selected on March 5 by the commission composed of Mario Epifani, director of the Royal Palace of Naples, Almerinda Padricelli, architect of the Royal Palace of Naples, Cinzia Ferrara, professor at the University of Palermo, Past President AIAP, Biagio Di Stefano, ambassador Campania AIAP and Ilaria Montanari, National Councilor AIAP, considering the portfolios and curricula, the quality of the professional works presented in the portfolio, the relevance of the works carried out to the theme of the call and the experience of the team and the grouping including diversified professional skills.
The candidates then developed their proposals in 60 days, designing an original brand and visual identity system. The works were evaluated by the commission by analyzing the originality, the coherence between the graphic sign of the brand and logo and the entire visual identity system, the recognizability and communicative effectiveness of the various elements proposed and the flexibility and versatility of use on analog and digital media.
“Once again we have had confirmation of the importance of good management in the tendering of services dedicated to the design of visual communication and in particular to the project of important brands such as this one.— says the National President of AIAP Marco Tortoioli Ricci— Too often we see how a fundamental aspect in the strategic affirmation policies of our major cultural institutions is entrusted to simple competitions of ideas without considering the importance of the level of professionalism required to realize projects of this level and without composing commissions that know how to competently evaluate the complexity of the variables that a complex project must be able to cover. We are particularly pleased that the management of the Royal Palace has recognized in AIAP the appropriate partner to complete an operation that we are sure will prove to be decisive for the future of a cultural treasure of the city and the country”.
The Winners
Francesca Pavese, from Rome, trained in Milan as a student of AG Fronzoni, is the leader of the group.
Forty years in the communications sector with numerous works in the field of cultural heritage in his portfolio.
He has curated the image of various exhibitions for Electa, Civita, Artemisia, Mondo Mostre, Fondazione Roma Museo and MAEC – Museo dell'Accademia Etrusca di Cortona – for which he curated the permanent graphic layout. In his work he often associates with high-profile professionals. In 2016 he won the competition for the new visual identity of the National Archaeological Museum of Naples for which he worked for eight years and, in the same year, the one for the complex of Santa Maria della Scala in Siena. Two years later he created the coordinated image of the Archaeological Park of Campi Flegrei and the graphic layout of Classis Ravenna – Museum of the city and the territory, for which he continues to design temporary exhibitions.
Over the last two years he has held numerous exhibitions in Rome, at the Colosseum Archaeological Park, at the Domus Aurea, at the Scuderie del Quirinale and at the Museum of Rome at Palazzo Braschi.
Vito Della Speranza, from Ischia, is a designer specialized in visual communication, brand identity and web design, graduated from the Istituto Superiore di Design in Naples. He collaborated with Zelig Comunicazione, with which he participated in the team that won the Compasso d'Oro XX edition in 2004 for the visual identity of the Archaeological Superintendence of Pompeii. His client portfolio includes Scabec, Electa Mondadori, Mibac, CoopCulture, the National Archaeological Museum of Naples, the Municipality of Naples but also prestigious brands such as Ferretti Group, Mercedes and, from his homeland, the Archaeological Museum of Pithecusae.
From 2011 to 2016 he was a teacher of graphic design at the Istituto Superiore di Design Napoli, since 2015 he has been a founding member of Sintesi Studio.
Ciro Esposito, a visual designer also from Ischia, studied at the Istituto Superiore di Design in Naples.
He collaborated with “Zelig image and communication” as a visual designer for six years following projects for prestigious companies and institutions such as: Archaeological Superintendence of Pompeii, Cantieri Navali Rizzardi, Colombo Yacht, Canados Yacht. Since 2015 he has been a founding member of Sintesi Studio. The main projects followed to date are: Kiton, KNT Kiton New Texture, Sartorio Napoli, MANN National Archaeological Museum of Naples, Maggio dei Monumenti.
Francesca Cuomo is a Neapolitan graphic designer and art director, trained at the Istituto Superiore di Design in Naples. She has worked in Naples and Rome with various studios and communication agencies including “Zelig immagine e comunicazione” and “Roncaglia & Wijkander”. She has signed several projects for numerous national and international public and private companies such as MAXXI, Mercedes, Eni, Bnl and Poste Italiane. She founded the communication network “Brainboxadv” continuing her career as a freelance art director.
He currently also holds the role of Chief Marketing Officer at “Zero-90 srl” in Milan.
Article published on May 17, 2024 - 16:07 pm
