Can a touristic brand communicate a wide range of places and at the same time the unifying project connecting them?

Many historical monuments are famous worldwide but the Italian Architectural heritage is full of least known cultural attractions. The Italian journeys project has started from here to create a new touristic offer and to give it a visual identity.

That’s the creative challenge I’ve met when I decided to design the logo for the Italian journeys.

First of all the project needed to have a name able to describe the touristic offer in a clearly way.

The Italian expression “Dimore” identifies castles, historical houses and gardens. It includes the English term “more” and through that, it sounds like something exclusive. It’s only a world but it can explain two concepts. We have to say… “less is more”!

Then I’ve started to draw. I’ve designed four icons, one for every single project category: castles, royal palaces, historical houses and gardens. Every single icon works alone, but through the construction they look like parts of the same brand identity. Every icon is associated to a color in order to add communicative power to the logo.

A thorough study has led me to design a simple logo able to reflect the project features, following the design mantra:

“A designer knows he has achieved perfection not when there is nothing left to add, but when there is nothing left to take away.”

Antoine de SaintExupéry



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