Fondazione Perugia
1992 – 2022: the future in a story
Fondazione Perugia is a new name and a new starting point for the Fondazione Cassa di Risparmio di Perugia. A change announced with a rebranding for the thirtieth anniversary of the establishment of the foundation, in 1992, implementing the reform of the Italian banking system, which separated credit activities from philanthropic projects.
Brand identity e naming The future within history
In the process that defined the repositioning and rebranding, Inarea first of all encouraged a change of name (the Cassa di Risparmio had already changed its denomination in the late 1990s) in order to immediately highlight its role as a key player in the local community and not appear as a mere emanation of the banking world.”
In this way, the intervention was characterized as a sign of true local identity, thanks to the spotlight turned on the name of the city and the heraldic association with the griffin, Perugia’s mythological symbol.
Brand design From “of” to “for”
From a design perspective, the new logo brings a sense of contemporaneity and elegance back to the city’s coat of arms. The griffin has been redesigned with essential lines, in keeping with heraldic conventions. It is accompanied by the Fondazione Perugia logotype, created with a highly versatile sans serif typeface, readable even in digital contexts.
The rebranding represents a change of pace with three strong roots: stimulating ideas, gathering energy, developing actions. A new story in which it is no longer the Fondazione “of” but the Fondazione “for”.
The commemorative logo: thirty years of history and the future
The thirtieth anniversary celebrations visibly marked the boundary between the past and what was to come.
“The future within a story” is the title given to the launch event inaugurating this new chapter, conceived as a true return to the future: a rediscovery of the original spirit—the pact of solidarity among citizens—that gave rise to the savings banks.
