“I am the son of a farmer, I’m not ashamed to say that I’m eighty. Yes, ladies, I’m like your grandfathers. I started my business after I repaired my first drilling wood machine, with thirty thousand lire in my pocket and a great passion about mechanics. Since I was a child I loved motorcycles. They are my first passion.”
“Motorcycle is female, isn’t it?
ehhhh, then inevitably you fall in love!”
This museum tells the entire life-story of the founder: Giancarlo Morbidelli. During his career he invested on constructing competition motorcycles, and for some years his Morbidelli Motor brand won the world cup. Actually the museum contains his private collection of motorcycles since 1904 to about 1990, the Morbidelli models and some other personal memories (like the cups and the cars of the F3 competitions won by his son, “to be restored” motorcycles, Serafini’s cups and his motorcycle). The challenge was to create a logo that fit perfectly his strong personality and tells about the whole content of the museum (the key concepts were mechanics, sorted things, tools, game and method).
Working on these shapes and this idea I finally arrived at a strong synthesis that allowed the logo to be recognizable and legible at a small scale. Then I decided to use the same method to construct it to design a kind of experimental alphabet.
All the letters can vary a bit: they have to be treated as mechanic tape, and for the visual balance of the composition and the legibility they can be modified following the construction method (as the mechanic stuffs are modified in their component to work well).
The request was for a traditional structure of the stationery graphics. The red used is the same of the logo of the Morbidelli Motorcycles, the other colors of the corporate image are white and black.
The bags and the posters are projected for “the museums night” that is a night in which all the museums in the municipality remain open until late and are completely free. It’s an initiative to promote culture that happens regularly, in a lot of cities.