The Eighteenth Giornata del Contemporaneo provides the opportunity to present AMACI’s new corporate image. Its rebranding was carried out by M&C Saatchi, following the call for proposals for the strategic communication and branding of cultural and territorial enhancement projects 2022: a funding programme supported by the Fondazione Italia Patria della Bellezza.


At AMACI’s request, the creative agency was inspired by the rich variety of the twenty-four museums that make up the Association, which, in their shared commitment to contemporary art, represent a wide range of museum institutions with diverse identities. The new logo and visual identity are characterised by transformation, movement and the use of colour. The central element of the dynamic logo is the letter ‘M’: the twenty-four M’s in fact refer to the twenty-four museums, and their diversity thus modifies the logo each time, triggering a continuous change that also involves the other letters, rotating on their own axes. Meanwhile the use of colour, starting from a broad and distinctive palette, creates new customised combinations each time for the various initiatives, again underlining the dynamism of art and the variety of activities proposed by AMACI members.




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