Presentation of the rebranding of the National Cinema Museum of Turin
The National Cinema Museum of Turin presents on 8 October 2026 a new institutional positioning, with a renewed visual identity and website, to convey the full range of its venues and activities, which goes beyond the spaces of the Mole Antonelliana [1][2].
The project
The renewal process involves the Museum's positioning, visual identity and website, with the aim of strengthening its role as a point of reference for those who love and experience cinema, in Turin and internationally [1]. The communication highlights how the Museum does not merely preserve its film collections in the Mole Antonelliana, but constitutes an articulated system that includes the Cinema Massimo, the CinemAmbiente, Lovers and Torino Film Festival festivals, the TorinoFilmLab, the Cineteca and the Bibliomediateca, the collection storage facilities and archives, as well as restoration, research and training activities [1][2].
The Museum's chairman Enzo Ghigo and director Carlo Chatrian emphasize that the institution "has deep roots, firmly anchored to its own history and to the territory that hosts it", describing it as "a living reality and a cultural hub in constant evolution" [1]. The two leaders explain that the new approach makes it possible to convey this richness "in a more modern way, in step with the times" [2].
The manifesto and the new identity
A central element of the renewal is the brand manifesto "Noi viviamo il cinema" ("We live cinema"), which identifies the Museum as a place of memory of the past, narration of the present and attention to the future of cinema [1][2]. The brand's new essence is summed up in three words: Culture, Community and Emotion, representing respectively heritage and research, the network of people and relationships around the Museum, and the emotional dimension of the cinematic experience [1][2]. The distinctive slogan chosen, in English, is "We live cinema" [2].
The visual identity has been renewed without changing the logo: the new graphic system draws inspiration from the projector's beam of light, transformed into a dynamic mark, while colours and shades evolve in continuity with the previous identity [2]. The rebranding project was developed by Reflektor, communication sponsor of Fondazione Italia Patria della Bellezza under the 2025 call, through a process of analysis of the Museum's identity and audiences based on workshops, interviews and research [1]. Michele Morosi, Founder & Managing Director of Reflektor, describes the work as a confrontation with "the extraordinary complexity of this institution" [1].
The new website
Completing the project is the Museum's new website, developed by Domino - Proudly Interactive, described as simpler and more accessible. The site puts the calendar of events at its centre and makes it easier to find one's way among visits to the Mole Antonelliana, exhibitions, events, Cinema Massimo activities, festivals and initiatives at the Museum's other venues [2].
Related articles: Museo Nazionale del Cinema, New positioning of the Museo Nazionale del Cinema di Torino (October 2026)
Pages linking here
- Museo Nazionale del Cinema
- Nuovo posizionamento del Museo Nazionale del Cinema di Torino (ottobre 2026)
Sources
- Quotidiano Piemontese — 8 October 2026
- ANSA Piemonte — 8 October 2026