To forge a clear and recognizable identity open to continuous change, simplifying and enhancing the many facets of what the Museum has on offer. To meet these requirements BCV formed a work group that spent over a year collaborating with us on in-depth analysis, synthesis, invention and planning under the direction of the Museum’s communications department. The results are therefore owed both to the art direction of Giovanna Mathis and Matteo Bartoli and to the close collaboration of Malica Worms, Rocco Viggiano, Giacomo Pevere, Edoardo De Stalis and Francesco Radino. The MAXXI visual identity system departs from the institutional logo, designed by Inarea and restyled to become a fulcrum for the entire system, a pivot point for the historic and the contemporary.