This logo is a perfect balance of modern and traditional, with a play on transparency. The logo mark is a combination of the Ara Pacis' rectangular shape and the long, horizontal window panels that allow you to look into the museum from any angle, symbolizing transparency. The light, sky blue also symbolizes transparency, calmness and modernness. The logotype is set in a Roman typeface to represent the deep history of the Ara Pacis exhibit. Altogether, the merging of the Roman type and modern mark speaks to the newly renovated museum that stands today, representing the Ara Pacis then, and the Ara Pacis now.
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