Uffizi Museum Rebrands with New Logo and Website to Combat Online Scalping

The Uffizi Galleries in Florence, the largest Italian museum complex including Palazzo Pitti, the Vasari Corridor, and the Boboli Gardens, have launched a new brand identity and website to protect their online presence and combat ticket scalping. Director Eike Schmidt prioritized digital communication upon his appointment. The new logo, designed by Milan-based firm Carmi e Ubertis, features stylized initials G and U. The website, developed by Cantiere Creativo in collaboration with the Uffizi Digital Communication Department, aims to provide transparent and immediate access, curbing the proliferation of unauthorized ticket resale sites that damaged the museum's reputation. Meanwhile, miart, Milan's contemporary art fair, unveiled its 2018 visual campaign titled "Prisma" for its 23rd edition. The campaign, under the artistic direction of Mousse Agency, involves choreographer Alessandro Sciarroni, video-art duo Masbedo, and photographer Alice Schillaci. It includes print ads, online video teasers, a video artwork, and a live performance, blending real and virtual elements to showcase the fair's dynamism. The article also notes that Amaci is organizing a conference on "Museums at the Post-Digital Turning Point" on November 3-4.