Florence Launches GAMB, Uniting Seven Museums Under a New Visual Identity
Florence has introduced GAMB, a new autonomous museum hub that combines seven museums under a cohesive visual identity designed by Milan-based studio Migliore+Servetto. The identity features a logo that maps the geographic distribution of the venues and utilizes the Divenire typeface from Cast Type Foundry. Each museum showcases a distinct color, including Blu Cobalto and Rosso Borgogna. Thematic itineraries such as 'Nel segno del genio' and 'Firenze e i suoi simboli' are part of the initiative. Additionally, a public restoration of Cellini's 'Perseus' will occur from May 12 to September 5, 2026, led by Chiara Valcepina and her team.
Key facts
- GAMB is a new autonomous museum hub uniting seven museums in Florence.
- The visual identity was created by Milan-based studio Migliore+Servetto.
- The logo features a pictogram mapping the geographic distribution of the venues.
- The typeface Divenire by Cast Type Foundry is used for the identity.
- Each museum has a specific color: Blu Cobalto, Verde Smeraldo, Rosso Borgogna, Oro, Grigio Pietra Serena, Porpora.
- Thematic itineraries include 'Nel segno del genio', 'Firenze e i suoi simboli', and 'L'arte nel dettaglio'.
- A public restoration of the marble base of Cellini's 'Perseus' runs from May 12 to September 5, 2026.
- The restoration is directed by Chiara Valcepina with conservators Martina Paladini, Nicoletta Carniel, and Laura Benucci.
Entities
Artists
- Benvenuto Cellini
- Ico Migliore
- Mara Servetto
- Andreina Contessa
- Chiara Valcepina
- Martina Paladini
- Nicoletta Carniel
- Laura Benucci
- Orcagna
Institutions
- GAMB
- Galleria dell'Accademia di Firenze
- Museo Nazionale del Bargello
- Orsanmichele
- Casa Martelli
- Palazzo Davanzati
- Cappelle Medicee
- ex Chiesa di San Procolo
- Migliore+Servetto
- Cast Type Foundry
- Artribune
Locations
- Florence
- Italy
- Milan
- Via del Proconsolo, 4, 50122