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Brand ID — 2018
Affetti Da
This project received a “Finalist Mention” in the “Logo Against Alzheimer’s” contest for Affetti Da, an Italian association that provides assistance to the families of Alzheimer’s patients.
The jury that selected my work included prominent figures such as:
Milo Manara, Milton Glaser, Federico Babina, Margherita Urbani, Pietro Corraini, Mario Trimarchi (AIAP), and Roberta Pantieri (Affetti Da).
Elephants are widely known for having one of the strongest memories in nature. This idea highlights how human collective memory is not merely the sum of individual memories but also a shared system that defines us and enables interaction.
This is the concept behind the logo, designed using the letters “A” and “D” from Affetti Da. These two letters are crafted with two contrasting fonts: one bold, structured, and solid—symbolizing the weight and seriousness of the “Da” part of the name—and the other soft, imaginative, and dynamic—representing the care inherent in the word affetti. Together, these letters form the face and ear of an elephant, rendered in yellow and black to symbolize light and shadow.
Alzheimer’s creates gaps in memory that we must strive to fill—with research, patience, and creativity, sometimes inventing new ways to approach everything as if seeing it for the first time.
The logo design opens up opportunities for creative applications, combining letters and icons to represent life’s elements while restoring meaning and values in the fight against Alzheimer’s. For example, it can be used on a mug with thermochromic ink, in advertisements, or in the association’s infographics—helping to connect and evoke even more memories.
Affetti Da
This project received a “Finalist Mention” in the “Logo Against Alzheimer’s” contest for Affetti Da, an Italian association that provides assistance to the families of Alzheimer’s patients.
The jury that selected my work included prominent figures such as:
Milo Manara, Milton Glaser, Federico Babina, Margherita Urbani, Pietro Corraini, Mario Trimarchi (AIAP), and Roberta Pantieri (Affetti Da).
Brief
Elephants are widely known for having one of the strongest memories in nature. This idea highlights how human collective memory is not merely the sum of individual memories but also a shared system that defines us and enables interaction.
This is the concept behind the logo, designed using the letters “A” and “D” from Affetti Da. These two letters are crafted with two contrasting fonts: one bold, structured, and solid—symbolizing the weight and seriousness of the “Da” part of the name—and the other soft, imaginative, and dynamic—representing the care inherent in the word affetti. Together, these letters form the face and ear of an elephant, rendered in yellow and black to symbolize light and shadow.
Alzheimer’s creates gaps in memory that we must strive to fill—with research, patience, and creativity, sometimes inventing new ways to approach everything as if seeing it for the first time.
The logo design opens up opportunities for creative applications, combining letters and icons to represent life’s elements while restoring meaning and values in the fight against Alzheimer’s. For example, it can be used on a mug with thermochromic ink, in advertisements, or in the association’s infographics—helping to connect and evoke even more memories.
