The Biblioteca Library in Verona

It is the oldest library in the world, which is still operating, and it is located in Verona. But it is not just a library. It is a museum. It is a cultural hub, it is a community.

The communication agency Reflektor, and Communication Sponsor for the Fondazione, adopted the rebranding project of this unique and fascinating institution with more than a thousand years of history behind it.

The objective of this extensive rebranding exercise was to define a new brand strategy and visual identity to accompany La Capitolare into the Future.

Through meetings, interviews, surveys, and research, together with the board, we first defined a new manifesto for La Capitolare to summarise its vision and mission. The personality was defined, the starting point for creative development, and all the reference targets were analysed, studied and rearranged. The synthesis of this work was the definition of the ‘purpose’ Extra-ordinary Knowledge, accompanied by the claim ‘Where Knowledge meets emotion’.

The development of the new visual identity started from the concept of ‘beyond’, of ‘non-ordinary’, to communicate the multiplicity of The Capitolare's activities and purposes. The basic concept stemmed from the idea of a lens that renders an unexpected and surprising reality, to communicate that inside the library and the books and manuscripts that are preserved there, wonderful stories are kept and told. This idea was grounded through the development of a ‘filter’ with special and unexpected colour effects. A new logo was then designed in which the letters break up and change to communicate The Capitolare's desire to surprise.

A new typography was chosen, both primary and secondary for the digital communication and in the spaces, at the same time contemporary but with an eye to the calligraphic tradition. A new colour palette was identified that refers to the history of Verona and the façade of the Capitolare, and the iconography and photography of the communication was redefined.

Martina Profumo and Michele Morosi from Reflektor