TEATRO DELLA PERGOLA
DURATION:March 2024-April 2024
ADVISOR:Silvia Agozzino
- Teatro della Pergola, one of Italy’s oldest continuously operating theaters, is a landmark of Florence’s cultural heritage. Despite its historic significance, the theater functioned as part of a larger organizational structure and lacked a distinct visual identity of its own. This project addressed that gap by developing a comprehensive logo and design system to unify its advertising and promotional materials.
The design direction draws heavily on the theater’s origins. Royal purple, the primary palette color, references the exclusivity of its early days, when membership was reserved for grand dukes and their families. The original crest—created over 350 years ago—featured a windmill alongside the inscription “in its movement stopped motionless.” While historically rich, this emblem had never been modernized.
Balancing preservation with progress was central to the project. The new identity honors the theater’s legacy, taking inspiration from both the windmill motif and the Pergola’s architectural innovations, such as its pioneering three-tiered box system. The color system extends across four distinct palettes, each representing a core facet of the Pergola’s programming: opera, education, drama, and music. The result is a modernized crest that connects past and present, ensuring the theater’s enduring story is visually expressed while positioning it for continued relevance in the future.