Project Brief

The design and graphic study of the "ROMA IN UN'IMMAGINE" logo stimulated me to a very thorough research in the figure of the "Lupa Capitolina" kept in the Capitoline Museums on the Campidoglio. The Capitoline Wolf is, par excellence, the symbol of Ancient Rome; this is why the new image for Rome in the world is born. The Lupa also represents the concept of maternity, security and protection. This is how Rome emerges, as a concept of union and centrality, of hope and cohesion of all the peoples of the world.


The logo is divided into 3 parts:

1. The upper part is the silhouette of the "Lupa Capitolina", which stands in all its majesty.

2. The central part is the base where the Lupa rests; the word "ROME" appears inside. This highlights solidity and stability.

3. The underlying part is represented by a branch of "sampietrini", a typical and characteristic pavement of Rome; it draws the streets of Rome... indeed all roads lead to Rome !!!


The lettering adapts naturally to the logo structure. It is an integral part of it, but it also has its own autonomy. For this reason a "Roman" typeface was chosen: TRAJAN PRO BOLD. It is part of the family of the most common characters with the "Roman" style.


The Red Bordeaux (Pantone 202 C) is basically the color of the earth: the concept of life as centrality of the world, indeed of Rome as the capital of the world.

  • Red Bordeaux

    RGB: #960530

Lupa Capitolina

The statue is the very icon of the foundation of the city. The ancient sources speak of two bronze statues of the she-wolf, one in the Lupercal, the other in the Capitol. The first statue, that of the Palatine, is mentioned in 295 BCE, when the two construction workers, Quinto Fabio Pittore and Quinto Ogulnio Gallo, added a pair of twins to it. The event, based on the story by Tito Livio, dates back to 296 BC and it became possible thanks to the money that the same curuli building confiscated from the usurers. We do not possess any sure clues about the Ogulni group, indeed Livio's passage has given rise to two different interpretations, which consider the twins as part of a unitary group or as a later addition to an older image of the wolf. Cicero reports how the Capitoline simulacrum was struck by lightning in 65 BC and since then it has not been repaired.

It is foolish to go to Rome if you do not have the conviction of returning to Rome. GILBERT KEITH CHESTERTON

Art Director / Paolo Buracchini

Being able to participate in the design of my city logo was an honor.