Differentiating an Italian theater through an architecture-inspired identity
Teatro del Maggio is a premier opera and music venue in Florence, Italy. This proposed rebrand accentuates the theater’s contemporary architecture and performance spaces while differentiating it within the city of Florence.Branding & Identity
2024
Silver Mark Winner World Brand Design Society Jan 2025
Advised by Silvia Agozzino
LOGO The logo is derived from the theater’s new home and its contemporary architecture by architect Paolo Desideri.
The curved forms allude to different facets of the interior, such as the horseshoe-shaped galleries of the auditorium and the arrangement of the orchestra. The rectangular forms allude to the geometric exterior and prominent facade.
The logo is comprised of one element reflected four times, representing the four types of performances at the theater.
DESIGN ELEMENTS + APPLICATION The primary design element is one of the four elements in the logo. The sharp perpendicular side of the element is used to frame text and imagery across different mediums, providing a consistent branding element.
OUTCOME Teatro del Maggio’s aligns with the theater’s contemporary architecture while differentiating itself from other Florentine organizations. The current logo is a stylized version of the “Giglio,” a lily that represents the city of Florence since the 13th century and widely used by Florentine organizations.