Naming and brand identity for Royal District, an initiative aimed at promoting the heritage of the Bourbon Dynasty in Southern Italy to younger audiences and visiting foreigners through activities and services highlighting the cultural and historical link between existing sites and institutions. Winning project of the branding contest organised by AIAP and Siti Reali.
At the core of the visual language is a vocabulary of simple shapes, inspired by the common architectural features of the sites part of the network, that resolve into the solid D of the logo – standing for the “district”, a place to discover, explore and experience.
The shapes can be used in their singularity to indicate multiplicity and diversity, in a grid to represent a network, illustratively to communicate practical messages, or playfully and expressively in combination with images – unfolding a broad cultural narrative.
The colour palette leads with a bright Naples’ Red for recognisability in institutional applications – such as stationery and permanent signage – whilst including a wide range of tones that support the varied and broad range of ever-changing content related to activities and events.
The typographic system leads with Ostia Antica. The classic proportions of its uppercase letters pair well with the geometries of the visual language, whilst offering a distinct personality. Fortescue Italic accompanies Ostia Antica adding elegance and a nod to tradition, whilst retaining a modern feel.