The Eighteenth Day of Contemporary Art provides the occasion for AMACI to unveil its new brand identity: the rebranding was carried out by M&C Saatchi through the 2022 call for strategic communication and branding for cultural and territorial promotion projects, a funding programme run by the Fondazione Italia Patria della Bellezza.
At AMACI’s request, the agency drew inspiration from the rich variety of the 24 Museums that make up the Association, which, in their shared commitment to contemporary art, represent a wide range of museum institutions each with its own distinct identity.
The new logo and visual identity are defined by transformation, movement and the use of colour. Central to this dynamic logo is the letter M: 24 Ms referencing the 24 museums, whose ever-changing presence reshapes the logo each time, triggering a continuous transformation that also involves the other letters, which rotate on their own axis, and the colour, which, starting from a rich and distinctive palette, creates new, customised combinations for each different initiative — once again underlining the dynamism of art and the variety of activities offered by AMACI.
