Brand Sheet · KOB-BS-04 · 2026
Associazione
Scarlatti 26·27
The Associazione Alessandro Scarlatti, founded in Naples in 1918, is one of the oldest concert institutions in Italy. The 2026–2027 season runs for twelve months — from 21 October 2026 to 17 October 2027 — across four venues: the San Pietro a Majella Conservatory, the Anglican Church, the Teatro di San Carlo and the Teatro Acacia.
Alongside the main programme run two strands with names of their own: the Piano Festival at the San Carlo, four recitals from Louis Lortie to Alexander Lonquich, and Musica Urbana, seven Saturday-afternoon concerts at the Bagnoli Auditorium, with workshops and open rehearsals.
Three strands, one name. What was needed was a system that held them together without flattening them.
A historic season has an audience that knows it by heart: the subscriber who recognises a programme from the performer's name. Musica Urbana addresses the opposite end — people who have never heard classical music live, in Bagnoli, a district left out of the city's concert map for decades.
One system had to hold two distant situations: the foyer of an eighteenth-century conservatory and a wall in the street. Without two separate identities, and without one watered-down identity.
Text runs in Helvetica Neue and Helvetica Neue Condensed, with DIN 1451 for dates and venue numbers. The historic logotype keeps its Didone.
The figure: a musician built by collage — a photographic face, hair made of halftones, a drawn instrument, overlapping geometry. Neither a portrait nor an illustration: a figure that recomposes itself for each strand — the cellist for the season, the cellist in headphones and sunglasses for Musica Urbana, the pianist in silhouette for the Festival.
The colour: orange as a signal. A colour that in a conservatory display case is mistaken for nothing else, and on a wall in Bagnoli can be seen from fifty metres.
The grid: the whole programme — thirty dates, performers, works — set in columns that stay legible from the poster down to the folder. The information is not hidden: it is ordered.
Click a swatch to copy its HEX.
Orange, black and ivory carry the season; dusty blue and sand identify Musica Urbana; white is the ground of the Piano Festival. Values sampled from the print files; CMYK and Pantone approximated from the RGB values.
The season poster is the pivot document: a full-height figure, the complete programme in two columns, the venue block in white, a QR code for the detailed programme. The two strand variants descend from it, changing colour and figure but not grammar.
The folder translates the same content into pocket format: the S of the logotype becomes an architectural element crossing the fold, dates run in narrow columns, the web address runs vertically along the margin.
The system reaches down to the working details: supporters' logos in an ordered block at the foot of the page, a QR code for the programme, modules for workshops and open rehearsals. Every piece enters the same grammar, not one template for all.
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The season opens on 21 October 2026 at the San Pietro a Majella Conservatory with the Orchestra dell'Accademia della Scala and closes on 17 October 2027 at the Teatro di San Carlo with Alexander Lonquich. In between, thirty dates across Majella, the Anglican Church, the San Carlo and the Teatro Acacia.
Musica Urbana starts earlier, on 26 September, and holds seven Saturday afternoons at the Bagnoli Auditorium, with school workshops and rehearsals open to the public.
A season identity, when it works, does not stand in front of the music: it opens the door for it.