Project date

A new name, a new dynamic logo and outdoor signage that explores what it has to offer

The project

The Museo Archeologico Nazionale di Arezzo, also known as the Museo Gaio Cilnio Mecenate, is housed in a former fourteenth-century convent built over the remains of a second-century Roman amphitheatre that is still well-preserved and partially visible today. The museum collection occupies twenty-six rooms and forms part of the Polo Museale della Toscana, as well as being included in MUSA, Arezzo’s network of state-owned museums.


The Polo Museale della Toscana felt that the museum in Arezzo needed a new and updated coordinated image, as well as a simpler name that was easier for foreign tourists to remember and also described its two different elements (the museum and the amphitheatre), attracting visitors’ attention with its contemporary design.


BAM! developed the new brand for the museum after carrying out a number of inspections and meeting with the management. Every step of the planning phase involved ongoing dialogue with the museum team.

The new name “Archeo Arezzo” meets the client’s requirements inasmuch as it is easy to remember and ideal for developing a dynamic creativity, packed with references to the place where the museum stands. In fact, the new logo plays on the sinuous shape of the semicircle, exploring the reflection of the two sections that ultimately join to form a single entity in the form of an arc. A symbol of openness, but also an ongoing reference to the city.

The new brand was used as the basis for developing the graphics for the new outdoor signage, designed to offer a clearer illustration of the links between the different historical eras, all the way through to the present day, and inviting visitors to look at the museum from different viewpoints.

BAM! also developed a plan to help guide the museum through the creation of its internal signage, printed materials and online resources in the immediate future.

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