GNAM's New Logo by Lorenzo Marini Sparks Controversy in Rome

The Galleria Nazionale d'Arte Moderna e Contemporanea in Rome has reverted to its former name GNAM and unveiled a new logo designed by Lorenzo Marini, replacing the 2016 branding by Designwork. The logo features the acronym GNAMC with a red brushstroke 'C' referencing the museum's colonnade. The change, decided through an invited competition among eight studios, has drawn sharp criticism from art professionals and designers. Critics argue the rebranding is premature—only eight years after the last change—and creates confusion, as the museum's website, Instagram, and other platforms inconsistently display old and new names. The 'C' for contemporary art is seen as conflicting with the MAXXI museum's role in contemporary art, while the logo's aesthetic is deemed outdated, reminiscent of early 2000s design. Art director Stefano Cipolla called it 'a scandal,' suggesting younger studios like LeftLoft or Mistaker should have been chosen. Additionally, Marini's dual role as artist and designer raises conflict-of-interest concerns: his red brushstroke motif mirrors his own artworks, and he is an invited artist in the upcoming Futurism exhibition at GNAM. The article warns that frequent brand changes risk setting a precedent for each new director.