The city of Turin and the Fondazione per la Cultura Torino look to the future with the Armando Testa Group.

Turin is a candidate city for the title of European Capital of Culture 2033,  and the Armando Testa agency has won the pitch to design the logo that will represent  the city throughout the whole process.

The Turin agency welcomed the invitation from the Fondazione per la Cultura Torino enthusiastically, with the presentation of a structured project that focuses on the active participation of new generations.

At the heart of the creative journey was  a shared brief, conceived by the agency  with the support of the director of the candidature Agostino Riitano  and the city Councillor responsible for Youth Policies, which was developed along with an elementary school and three selected High Schools in Turin.  Based on the proposals and suggestions that emerged during this workshop, the agency then worked on creating the final logo, transforming the youngsters’ ideas into a visual identity which can represent the entire project. 

The official logo of the candidature will be presented to the public and projected onto the Mole Antonelliana during this year’s festivities for the Feast of San Giovanni in Turin. It’s a symbol that was created thanks to collaboration between the Armando Testa Group and  80 young people from a range of schools.  

The new logo was created from the intuition of new generations and the spark that shines in their eyes when you talk about the future. A monogram with a punchy character, created by AT Design, which reworks the colours of the city in a more vibrant style and looks straight to tomorrow.

The O of  Torino is an eye wide open to the future, where the star of culture and fun shines brightly,  as does that of sustainability and social commitment. All values that will lead Torino to 2033 and beyond.  

Thanks to the support from AT Studios who share the vision, the agency created a reveal video for the logo which was presented to the city on 24 June, on maxi-screens set up in Piazza Vittorio, on the occasion of the event “Torino is fantastic”, the big concert hosted by Gerry Scotti and broadcast of Mediaset channels. 

To ensure continuity in the project, Armando Testa will also handle the development of the official web site for Turin’s candidature as European Capital of Culture  2033.

CREDITS

Armando Testa Creative Team: Fabiano Pagliara, Jacopo Morini

AT Design Creative Team: Roberto Gresti, Patrizia Massarenti

Production Company: AT Studios