ABA Perugia

ABA, one of Italy’s eldest art and design schools, sought a new brand identity reflecting the institution’s desire to move quickly into the future.

Salt & Pepper developed an award-winning branding structure that was applied across various formats. Our challenge was to create a unified brand identity and architecture that could be developed and continually developed with motion graphics and traditional print applications. Holding this complex visual language together was achieved by designing the classical-inspired logo and bespoke typefaces.


The identity system goes beyond the mere representation of a company; it’s a vibrant tribute to the celebration of creativity and the harmonious convergence of art. Designed with meticulous attention to detail, this system exemplifies the power of graphic design in forging a brand architecture that resonates with the audience on a profound level.

The system seamlessly combines typography and captivating visual narratives, making it not just visually appealing but deeply engaging for its audience. The interplay between these components serves as the cornerstone of a brand architecture that not only communicates the essence of the brand but also forms a lasting connection with its viewers.

By crafting a design system that is both simple and compelling, the brand positions itself as a beacon of creativity and innovation, instilling a sense of wonder and excitement in its audience. This thoughtful approach not only enhances the brand’s aesthetic appeal but also contributes to its brand value. It communicates that the brand is not merely about products or services; it represents a unique and inspiring journey, inviting its audience to be a part of something extraordinary.

In conclusion, the identity system, with its emphasis on graphic design, brand value, and brand architecture, goes beyond mere visuals; it serves as a testament to the brand’s commitment to fostering a deep and meaningful connection with its audience while celebrating the limitless possibilities of creativity and art.

Silver – A’ Design Award & Competition 2021

Gold – Novum Design Award 2020