When the Centro Medico Valentini (Valentini Medical Centre) commissioned us to develop their new visual identity and the signage of their space, it was suddenly clear that their building's main value was its central position. The Centre is right in the historical area of the city, a few steps from the main squares. We started the project reflecting on the concept of centrality, focusing on the symbols normally used to indicate a precise position on a map. We spontaneously transformed such symbols into a triangle and a circle, analyzing the fact that they also echo the "V." in the logo, part of the name of the structure. As a reinforcement of this choice, the use of elementary geometric shapes and the modernist approach is widely applied also to the style of the interiors of the Centre.
This is the core of our work: a geometric character which fits very well to the logo; a primary color which shows a resolute and precise attitude at the same time, in a rather grey urban context; and, finally, the definition of few, simple norms, as a system to create all the other communication materials and graphic elements in this project.
Architecture photos: Federico Covre