Comune di Parma

We have the burden and honor of dealing with the restyling of the coat of arms and visual identity system of the City of Parma. The project starts from the study and historical analysis of the heraldic coat of arms, taking into consideration all the changes and variations undergone over the years.

All the original constituent elements are redesigned under a new graphic design oriented toward simplification and iconographic modernization. The design genesis is based on retaining broad dimensions and hierarchies extrapolated from the previous brand, to elicit a “déjà vu” effect even at first glance.

The color choice, on the other hand, is related to reinforcing the very identity of the City and the sense of belonging that the citizens claim, eliminating any trace of color traceable to reality, synthesizing all the constituent elements in blue color and leaving the shield in golden yellow as the only full field.

As a fitting tribute and conscious choice, the typeface chosen to represent the institution is Bodoni Roman, paired with Franklin Gothic for all institutional kit.

Parma, Unesco Creative City for Gastronomy, could not fail to express its connection with food even in its most institutional guise. For this reason, the visual identity system we conceived hides a real recipe: 39% yellow, 47% blue and 14% white. Thanks to this balance, it will be possible to create any communication material, whether in two-dimensional or three-dimensional form.