JIIN YOU
Magazzino Italian Art Museum
Brand Identity / Graphic System
Magazzino, meaning ‘warehouse,’ is more than a gallery — it is a space where art is preserved and celebrated. This project reinterprets the ‘Arte Povera’ philosophy through a contemporary visual language. From logo and brand identity to catalog and merchandising, every element balances industrial heritage with modern minimalism, creating a cohesive visual system that resonates across digital and physical touchpoints.
Visual Identity System
The visual identity is built on the concept of 'Refined Rawness.' The logo symbol is constructed by interlocking two 'M's, creating an architectural structure inspired by the warehouse. The negative space is filled to convey solidity and weight, while the inner texture visualizes the 'materiality' of Arte Povera.
To maintain this philosophy, the color palette is strictly monochromatic, utilizing Black, White, and Concrete Grey. This restraint allows the design to exist as a neutral backdrop, letting the artworks themselves take center stage without visual distraction.
Design details
Beyond a static mark, the logo’s structural angles define the functional guidelines for navigation icons and layouts across all platforms. By translating the visual language of the symbol into a broader system, the design achieves both aesthetic minimalism and operational consistency.
