LUMSA | Luther Dsgn

Industry /

Culture, Public & No profit

LUMSA

Reworking the past to create the values of the future.

BRIEF

LUMSA University wanted to celebrate 80 years of history and success with a rebranding that lives up to its positioning. The goal: a sign capable of telling the values of the University, intertwining the prestigious tradition of the Institute with the innovation that has always followed its mission.

SOLUTION

In the new logo, font and seal dialogue in a single design that combines tradition and innovation. The historical seal of the University, inspired by the famous painting of the Assumption of the Blessed Virgin Mary by Titian, is reworked in a graphic play of voids, solids and chiaroscuro, which offer the creation of an element of great symbolic and emotional value.

A CHALLENGE TO THE FUTURE THAT STARTS FROM THE AWARENESS OF THE PAST.

The font, more than any other element, synthesizes the synergy between the different temporal dimensions of culture. The face of the University of the future emerges thanks to the dynamism and graces of the Renaissance font Bembo, which translates the humanist typographic tradition into an incisive and dynamic architecture, ideal for both print and digital media.

INTERTWINING INNOVATION AND TRADITION IN AN EVOLVING DESIGN SYSTEM.

The stability of the new logo becomes visible in the complex brand system, capable of facing the dynamic and variable spaces of digital, print and any other support material, offering a complete range of declinations, syntheses, monograms and various extensions.