Teatro alla Scala
Milan, Italy
2022
- Brand Identity
- Art Direction
- Graphic Design
- Editorial
- Poster Design
A concept project for Teatro alla Scala’s reimagined brand identity combines the Rationality of Geometry and emotional resonance to create a powerful and immersive experience. The visual language is explored through graphic shapes set against classic illustrations that reflect the theater’s heritage and grandeur with a bold and playful twist. Vibrant, clashing colours are strategically chosen to evoke specific emotions, intensifying the visual storytelling.
At the heart of this concept lies a logo in the shape of a human tear, derived from the theater’s floor plan. This unique design element serves as a direct link to the visceral experience of attending a la Scala production. In combination with the the letter S, the teardrop element is completed with a dot to create a exclamation element. Together with the latter S it reads as the Italian word ‘Si’ (Yes) thus becoming a suggestive idea signalling to saying Yes to attending the theatre. The final outcome symbolises the profound emotions and transformative power that the theatre brings to its audience.
