We were called to embrace the vocation of this young foundation that was born with clear objectives and brilliant ideas on the value to be offered. The challenge we faced was to define a strong and recognizable identity capable of supporting this vision. The visual project is the bearer not only of the intentions but also of the story of historical processes, of the artistic and cultural heritage and of the most popular soul of Genoa. A starting point to be declined on all materials dedicated to online and offline communication. 

The central node of the project was the cross of St. George, a symbol recognizable all over the world and omnipresent in official representations as much as in the alleys of popular neighborhoods.

A simple figure who manages to embody mysticism, bloody battles, epic but above all the character of the Genoese people, permeated by strength and ambivalence and imbued with subcultures that are beginning to use contemporary codes.

The story is dressed in the past but with an opening to the future and new paths that allow these two dimensions to coexist with the aim of innovating.

Starting from this symbolism, capable of evoking the powerful image of St. George intent on defeating the dragon, we have created a “system” that offers an original and modern reading of institutional communication. The cross, and the shield that contains it, becomes the guideline for covering the spaces through a modular grid on which we have conceived the entire communication. It develops vertically but fills the space horizontally, giving the graphic supports dynamism also thanks to a rigorous layout, in line with the most current design dictates. Alongside the symbolism, a study on color is outlined that takes up Baroque hues, the red and blue of Genoa, now stratified in the city context and reinterpreted to be more distinctive. We have declined this concept throughout the visual identity, in the assets, in the site and in the look & feel, representing not only the hand that creates the personality of Friends of Genoa but also a support capable of transforming needs and ambitions into a coherent visual imagery. The general mood was also reported in the setting of the guidelines for the use of typography, the choice of photographic images.