The dynamic identity reflects the evolving nature of the site it represents, a space in constant transformation.
The main pictogram is an extreme simplification of the initials “FM”, following the principle that “a good logo should be simple enough to be drawn in the sand”.
Forte Marghera is a former military fort now converted into a cultural center, with restaurants, bars, and spaces for exhibitions.
The identity includes four symbols representing the key areas of interest: the monument’s architecture, cultural pathways, public park environment, and entertainment for people.
These symbols are used to create a system of signs to help orient visitors around the large park and its attractions.
The logo also can be used for ground signs. The heart-shaped one leads to convivial spaces, such as bars and restaurants, while the house-shaped one directs to architectural attractions, the tree to historical trees, and the last one to additional pathways.
To create the dynamic identity a different image or shape is combined with the main logo to create an identity that is as diverse and representative of the various aspects of the fort itself.
The variables chosen for the dynamic identity change with the interaction of visitors to the Forte, ensuring that it always reflects its truest version.
The payoff itself plays with the word “forte” (which means “strong”) and various possible combinations.
