For Grand Tour AFAM, the international project coordinated by RUFA – Rome University of Fine Arts in collaboration with 14 AFAM institutions and 2 public entities, WDO Member Cappelli Identity Design developed a Dynamic brand that reinterprets the historic Grand Tour as a contemporary, collective experience centred on exchange, transformation and connection. The visual identity reflects the depth of Italian cultural heritage and its ability to evolve over time.
Designed using Cappelli’s Dynamic brand methodology, it integrates modular systems, responsive typography and a strong relationship between form and time. The colour palette features neutral tones energized by fluorescent yellow, and the typography juxtaposes elegant serif fonts with modern sans-serif ones to create a harmonious dialogue between classicism and contemporaneity.
The project website is a fluid, searchable archive where users can navigate content by theme, discipline, or institution. From motion graphics to curated social storytelling, each component is designed to encourage accessibility and exploration. Visual transitions, interactivity and editorial depth all reflect the project’s core values of openness, connection and shared authorship. Grand Tour AFAM represents a new generation of cultural communication that is adaptive, interdisciplinary and profoundly human. The result is a dynamic digital and editorial ecosystem that showcases student talent, cultural initiatives, and institutional values on an international stage.
Cappelli Identity Design, founded in Rome in 2010 by Emanuele Cappelli, is an independent studio specialising in design, communication and digital strategies using the Dynamic brand methodology. Combining strategy and design, Cappelli Identity Design develops multidisciplinary projects at a national and international level. The studio’s excellence is recognised through its membership of AIGA, World Design Organization, Associazione Archivio Storico Olivetti and Mad Genius, as well as awards from the World Brand Design Society and the German Design Awards. With expertise in strategic planning, brand identity, advertising, editorial design, digital solutions and social media marketing, the studio offers flexible solutions tailored to the needs of institutional and private clients. These include Cinecittà, Emirates, Fondazione CRT, Fondazione TIM, Olivetti, Associazione Archivio Storico Olivetti, Fondazione Adriano Olivetti, Logista, Nobile Italia, Terna, TIM Sparkle, WAY. With offices in Rome, Milan and Turin, Cappelli Identity Design has established itself as a leading force in contemporary design, marketing and communication.
