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The Logo project for the Sustainable Urban Mobility Plan of the City of Latina (shown in the image next to it) stems from the analysis of the different identity characteristics of the place.
Visual identity
In every city, there is a monument, a building, a square that constitutes its identity symbol. Piazza del Popolo, originally a crossroads between the Leprini mountains and the sea, has been the heart of the new city since its foundation. The Civic Tower and the Town Hall mark its center.
Social identity
Latina is one of the most recently built Italian cities: it was founded during the Fascist period, following the complete reclamation of the Pontine Marshes. The reclaimed swamp transformed into an agricultural environment thanks to the area’s fertility and mild climate.
Urban identity
The PUMS can and must become a tool that can mend any fragmentation of the city, using mobility as a means to weave relationships. The urban layout recalls a hexagonal shape from which the main roads radiate. From the main roads, connections with neighboring municipalities and the nearby Capital emerge.
Environmental and gastronomic identity
In a city historically with a rural vocation, references to the earth and sky, which color the beautiful surrounding countryside and typical products, cannot be missing in the search for colors. For example, direct products from wheat include bread and oven-baked pizza, and among agricultural products, the “Latina” kiwi is mentioned.
Municipal coat of arms
Insieme alla disamina dei caratteri identitari la progettazione del Logo fa riferimento allo stemma Comunale nel quale lo scudo azzurro, l’origine del territorio, la vocazione agricola e la Torre Civica determinano i riferimenti caratterizzanti.
Plan objectives
The construction of the Logo also highlighted the dimension of the PUMS objectives, a strategic plan aimed at optimizing:
- Sustainability/Sharing
- Active mobility
- Public transport
- Ecological mobility
- Intermodality of tourist services
- Network of cycle-pedestrian paths
- Connection of the municipality to neighboring localities and the capital.
The logos and colors, the wheat, and the city’s layout are then combined to try to communicate the Plan’s intention to start from historical and identity roots to reach the ear of wheat.
The “grains” are the fruit of the plan, which centers on greater human well-being.
The arrows (or points) represent Latina’s vocation to be the hub between neighboring municipalities and the capital.
The fonts are taken from the municipal website to provide a thread of continuity.
The attached document is in Italian language.