The Logo 

The story and the graphic development of our trademark

 
 
 
The story and the graphic development of our trademark
The Fondazione Arena di Verona is an institution that operates on an international level, whose activity has been carried out with success for a good many years now: The Arena Opera Festival, the main activity of the foundation, has reached the prestigious mark of its 80th edition.
Precisely for this reason, the logo of the Fondazione Arena di Verona occupies a position of central importance as a vehicle of supranational recognition, capable of distinguishing the Arena from other institutions with analogous purposes.

As early as 1948, this need was perceived as an impelling one, and inspired the organization of a contest for ideas, from which the first glorious logo of the Foundation, which was then an Opera Music Organization, was created. In the nineties there was an initial graphical revision of the logo in order to seek greater modernity and simplicity in use, which was also dictated by new requirements for employment, such as the development of a line of merchandising linked to the Arena Festival, the need to protect the trademark and image of the foundation on an international level, and the application of the trademark to new instruments of communication, the most important of these being the Internet.

In 2002 these needs suggest a new graphical revision of the logo, designed both to conserve the elements of tradition and introduce innovative and modern elements that permit immediate recognition and communicative efficacy. For this reason, a semiotics consultancy was also requested from sector specialists, to guarantee the validity of the modifications made.

The creation of the new logo was accompanied by the compilation of a user's manual, whose primary purpose is to guarantee the correct use of the trademark and dissemination of the image of the Fondazione Arena di Verona, in conformity with the directives issued by the commercial and marketing office. The present analysis follows this process which is still in progress, step by step, in order to clarify the stages and demonstrate that the innovations developed are well founded and coherent.

You can download the PDF document on The Fondazione Arena di Verona ® Logo.