The new identity of the festival
With the recent change of artistic direction and the partial renewal of the internal organization, now entirely composed by staff under 40, the Festival of Pergine Spettacolo Aperto, now in its 43rd edition, continues a process of transformation that has witnessed over the years the alternation of very different artistic proposals and approaches. Before with the festival-laboratory in the 2000s, then with the focus on the recovery of the historical memory of the asylum of Pergine and with the closing in 2013 of the Teatro Tenda (historical venue of the Festival), Pergine Spettacolo Aperto has, over the years, to rethink its nature and his mission proposing a new formula, which fully embraced the concept of “openness”. The show in Pergine is “open” to contaminations, artistic experimentations and creative proposals of various kinds, as well as to dialogue with all disciplines, while maintaining its nature as a theatrical festival.
The restructuring process of the identity strategy starts with the change of name. Pergine Spettacolo Aperto becomes Pergine Festival to communicate in a more effective and direct way, both nationally and internationally, a festival that makes the territory hosting it a crucial node. A widespread festival – where the whole city becomes a stage and a place to explore, to be lived in its spaces, in its historical memory, in its relations with its inhabitants, assuming a central role in the development of artistic and creative proposals.
Hence the vision: “to make the whole city of Pergine our theater”. Overturning the perspective for which not having a space can be a point of weakness, the Pergine Festival makes of its urban fabric a strength, enhancing the architectural, historical, artistic and naturalistic heritage and trying to involve the community (with its traditions , testimonies and habits) to create added value, in tourism, social and cultural terms. The Festival, as a special moment of social aggregation, spreads among these features, becoming a production space and a propelling center of processes of participated creation, building environments and connections between artists, audiences and cultures, proposing a specific interest for the community and the spaces of Pergine; with the aim of generating a bridge between the past and the present, it promotes, through art and theater, the involvement and active participation of citizens.
The development of the new visual identity of Pergine Festival starts from a design assumption of the decomposition and fluid recomposition of the structures of the old brand (previous brand). The intent is to give back to Pergine Festival’s vision that connotation of a widespread and accessible event to all its inhabitants.
The matrix of the visual design is the concept of dynamic identity that can be sought in nature in the form of plants, in mathematics, in geometry and in music. The peculiarity of the new system is therefore that of assuming multiple forms and relating both with the urban context and with the strictly communicative one of the festival through the reinterpretation of the city map. Inside, the drawn characters visually deliver the sense of community. A continuous succession of events, processes and transformations, a network of relationships that move within a sharing space.