The VeRo itinerary has been given a unique visual identity through a design, signage and information element that interacts with the surrounding environment, combining aesthetics, wayfinding and the story of the local area.
From the mountain peaks to the deepest parts of the Vermenagna and Roya valleys, the landscape of the VeRo project is characterised above all by a major feat of railway engineering: the historic Cuneo–Ventimiglia–Nice line.
The Landmark signage draws its inspiration from the railway signal, from which it takes its design, developed to convey the visual essence of the journey and the identity of the two valleys traversed by the historic railway line.
The design was created by Costanza Matteucci and Atelier Bruits under the artistic direction of Associazione Art.ur.
The Landmarks, located at all sites along the VeRo itinerary, fulfil four functions:
- to indicate the presence of the VeRo project,
- to provide practical information,
- to guide visitors using directional signage and a map,
- to highlight points of tourist interest.
Designed to organise the directional information and cultural content of each site, they are unique, recurring and distinctive signs.
The design, shapes and colours have been conceived to harmonise with the visual identity of the VeRo project, developed by Tundra Studio.
Each colour chosen, in fact, carries a meaning that reflects the landscape of the itinerary.
Orange has been the project’s signature colour since its inception and evokes the warmth of light.
Brown represents the earth, green the vegetation, whilst light blue recalls the water of the rivers and the sky.
Finally, purple evokes the characteristic colour of the stone found in the Roya Valley.
The VeRo logo also has a story to tell: the dynamism inherent in train travel has elongated the letters E and R. The hollows in both letters become openings – windows through which to watch the landscape roll by, between the darkness of the tunnels and the light of the marvellous views.