The Grand Tour AFAM is an international project coordinated by RUFA to promote Italian art, music and dance institutions of higher education. As part of the project, the ‘Normale è Straordinario’ (Normal is Extraordinary) contest was launched, culminating in the Grand Festival on 5 December 2025 at the MAXXI in Rome. Cappelli Identity Design was responsible for the creative direction of the Grand Tour AFAM, including the concept, brand identity and digital and social communications. was also responsible for the artistic direction of the Grand Festival, including exhibit design, video installation and performances. With a focus on culture, the project incorporated all the major artistic disciplines of music and dance, as well as prominent institutions and academies such as the Accademia Teatro alla Scala, CNR, IED, NABA, RUFA, and Sapienza.
Every element – sign, content and movement – was designed by Cappelli Identity Design by the Dynamic brand methodology to activate relationships, highlight unique features and showcase a constantly evolving network. The visual palette combines neutral tones with fluorescent yellow accents, and the typography balances an elegant serif font with a geometric typeface. Thus, the identity of the Grand Tour AFAM is presented as a journey: a visual narrative combining culture and the future, talent and territory, training and an international vision.
It reflects the richness of Italy’s cultural heritage, as well as its evolutionary nature.
Normal is Extraordinary.
In our normality, every moment
is a unique and silent nourishment
for us who are flesh and emotion,
a Universe in becoming, unrepeatable, in continuous explosion.
– Emanuele Cappelli
CREDIT
- Agency/Creative: Cappelli Identity Design
- Article Title: Grand Festival AFAM and The Power of Collective Identity: a Dynamic Brand for Education
- Organisation/Entity: Agency
- Project Type: Identity
- Project Status: Published
- Agency/Creative Country: Italy
- Agency/Creative City: Rome
- Market Region: Global
- Project Deliverables: Brand Identity, Identity System
- Industry: Education
- Keywords: education, grand festival AFAM, grand tour AFAM, dynamic brand, brand design, brand identity, visual identity, communication, performance, contest, education, Cappelli Identity Design
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Credits:
Concept & Creative Direction: Emanuele Cappelli
Lead Partner: RUFA – Rome University of Fine Arts
Scientific Coordinator: Fabio Mongelli
Organizing Secretariat: Ernesto Pastore
Strategy: Arianna Cappelli
Communication & External Relations: Fabio Zanino
Design & Motion Graphic: Emanuele Cappelli, Maria Jellyman, Lisa Romanato, Andrea Pintauro
Digital Strategy: Beatrice Bertinazzi, Gabriele Colantuoni
Social Media Management & Content: Beatrice Bertinazzi
Project Management: Lara Fanelli
Digital Project Management: Anna Caruso
Grand Tour AFAM Contest President: Gabriele Mainetti
Journalist and writer: Laura Delli Colli
Event Direction: Mauro Stancati
Light Design: Fausto Carboni
Sound Design: Federico Landini
Performance Video: Filippo Gualazzi
Choreography: Michele Pogliani, Claudia Rossi
Performers: Agnese Trippa, Nicolò Troiano
Setup: Stand&Co
Light & Audio Service: Air Music
Photo: Ammodo Studio
Video: Jumping Flea
