The Grand Tour AFAM (grandtourafam.it) is an international initiative led by the Rome University of Fine Arts (RUFA), in collaboration with 14 AFAM institutions and two public bodies. The project promotes Italian culture abroad through art, design, music, and dance via events, contests, exhibitions, digital storytelling, and editorial content.
Cappelli Identity Design developed a dynamic brand that reinterprets the historic Grand Tour as a contemporary collective experience centered on exchange, transformation, and connection. The visual identity reflects the depth of Italian cultural heritage and its ability to evolve over time.
Created using Cappelli’s proprietary Dynamic brand methodology , the design integrates modular systems, responsive typography, and a deep relationship between form and time. The palette features neutral tones energized by fluorescent yellow, while typography juxtaposes elegant serif with modern sans-serif fonts to create a harmonious dialogue between classicism and contemporaneity.
The project website is built as a fluid, searchable archive where users can navigate content by theme, discipline, or institution. From motion graphics to curated social storytelling, each component is designed to foster accessibility and exploration. Visual transitions, interactivity, and editorial depth reflect the project’s core values of openness, connection, and shared authorship. Grand Tour AFAM represents a new generation of cultural communication adaptive, interdisciplinary, and profoundly human.
The result is a dynamic ecosystem digital and editorial that highlights student talent, cultural initiatives, and institutional values across an international stage.
Italian culture.
Global education.
CREDIT
- Agency/Creative: Cappelli Identity Design
- Article Title: Grand Tour AFAM: a Dynamic Brand for Italian Artistic Excellence
- Organisation/Entity: Agency
- Project Type: Identity
- Project Status: Published
- Agency/Creative Country: Italy
- Agency/Creative City: Rome + Turin
- Market Region: Global
- Project Deliverables: Brand Design, Brand Experience, Brand Guidelines, Brand Identity, Brand Naming, Brand Strategy, Brand Tone of Voice, Exhibition Design, Identity System, Motion Graphics, Photography
- Industry: Education
- Keywords: dynamic brand, italian culture, art, education, events, exhibitions, publications, performative arts, music, brand identity, storytelling, design methodology, cappelli identity design,
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Credits:
Creative Direction: Emanuele Cappelli
Strategy: Arianna Cappelli
Communication & External Relations: Fabio Zanino
Design: Emanuele Cappelli, Maria Jellyman, Lidia Matarazzo, Lisa Romanato
Motion Graphic: Maria Jellyman, Lisa Romanato
UX/UI Design: Stefano Bellucci, Donatella Agreci
Digital Strategy: Beatrice Bertinazzi, Gabriele Colantuoni
Social Media Management & Content: Beatrice Bertinazzi
Project Management: Lara Fanelli
Digital Project Management: Anna Caruso
Photo: Ammodo Studio
Video: Jumping Flea Web
Development: Marco Ruffelli
