AMACI: Associazione dei Musei d’Arte Contemporanea Italiani

AMACI, Associazione dei Musei d'Arte Contemporanea Italiani (Association of Italian Contemporary Art Museums), was founded in 2003 and today brings together 24 of the most important contemporary Italian museums. The non-profit association has been an active player in the world of contemporary art, devising and implementing numerous initiatives to promote contemporary art and its actors in Italy and abroad.

M&C Saatchi set out to create a corporate identity that would express the essence and plurality of the Association's realities and voices.

M&C Saatchi has over the years adopted a rigorous approach: ‘Brutal Simplicity of Thoughts’, the art of simplification to give life to impactful ideas that take shape on the ground and in all media, off and online. 

For AMACI, our Communication Sponsor created a logo that brings together 24 of the most important museums in Italy.  M&C Saatchi created a dynamic logo, for digital use, that never stays the same: 24 different M's that refer to the 24 museums. Their alternation produces a different logo each time, a continuous change that also involves the other letters, which rotate on themselves.

Also important is the study of colours, a full and distinctive colour palette to create each time new customised combinations for the different initiatives, again emphasising the dynamism of art and the variety of activities proposed by AMACI. In addition to the dynamic version, the agency studied the static logo and graphic format, capable of accommodating all the events that AMACI will be holding in the coming years. The first and most important of all these events is the Giornata Del Contemporaneo (Contemporary Day), held on 8 October. 

‘The 18th edition of the Giornata del Contemporaneo was the occasion to present the new logo and coordinated image created by M&C Saatchi. AMACI, together with the directors of its member museums, would like to thank the Fondazione Italia Patria della Bellezza for having given us the opportunity to redesign the association's visual identity, and M&C Saatchi for having brought out, through it, the dynamism of art and the plural identity of the 24 AMACI museums’ Lorenzo Balbi, president of AMACI.

This project also wants to symbolise and wish a restart for contemporary art in Italy, after the many restrictions due to the pandemic. A small step to bring people back to museums and art, finally back in presence.