Authentic Roman type: historical legacies in contemporary Rome’s city brand

Abstract

Typography has always played a key role in the creation of visual identity for socio-political or commercial purposes. Today there is a growing awareness that typographic features convey social meanings in brand logos of a specific territory and community. This study examines how the idea of authenticity related to the history of the city of Rome can be visually transmitted by the presence of traditional types in its city brand. Adopting an historical, metapragmatic and empirical approach, the findings of an interview with the typographic designer of the city brand suggest that traditional typefaces can emblematize and iconize an idea of solemnity and prestige linked to the city that played a fundamental role in the typographic evolution of the Latin alphabet.