Teatro Niccolini opened in 1658 as home to the drama academy, Accademia degli Infuocati. Their coat of arms depicted a bomb and the motto ”A tempo infuocati,” meaning “a fiery time.” In the 1980s, the theater closed down and remained inactive until a restoration effort began in 2007, and the theater opened to the public again in 2016. Teatro Niccolini now boasts a beautiful four tiered theater space, a small bookstore, and a cafe. It’s located in the very center of Florence, less than a hundred feet from one of the city’s main tourist attractions.

The objective of this project was to create an identity system for Teatro Niccolini. The final logo draws on the theater’s current bomb themed branding as well as the typography on the facade of the theater. In doing so, it honors Teatro Niccolini’s long history while also modernizing its identity to celebrate the recent renovation and to appeal to the theater’s key demographic, tourists.

The final assets includes a primary logo, a horizontal variation, logos for the associated cafe and bookstore, show posters, and promotional merch.