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 foundation. 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.
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.
In terms of design, the new brand endows the city’s emblem with contemporary refinement. The griffin has an understated new design inspired by the codes of heraldry. 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 thirtieth anniversary celebrations visibly marked the boundary between the past and what was to come.
The future within a story’ was in fact the title given to the launch event to inaugurate the new course, to be understood as a true return to the future, recovering the original spirit — a pact of solidarity among citizens — that gave birth to the savings banks.
