The Giostra del Saracino has a new logo. With a view to protecting the tradition of the event and reunifying its image under a unique and recognizable identity, the municipal administration has decided to proceed with the creation of a new brand. The company Quantico was responsible for its creation and, prior to the development of the project, took charge, together with the Cultural and Tourist Policies Office, of an in-depth study of the tradition, of the already existing images and of their history. What resulted was an image characterized by the writing Giostra del Saracino for which the graphic character traditionally used over time was maintained and a new pictogram consisting of one of the three knights representing the noble families, taken from the symbol first used in 1960s by the Citizen Committee for the Giostra del Saracino which followed the organizational and promotional aspects of the event. Unlike that coat of arms, the orientation of the knight is mirrored compared to the original, with a movement from left to right which on the one hand follows the sense of Western reading giving the pictogram an idea of movement and on the other projects the manifestation towards the future, while maintaining intact the characteristics of historicity and tradition inherent in it.
The starting point of the project, in addition to the immediate identification of the event with a very specific image, is also and above all linked to the desire to protect its image from possible illicit exploitation. The new logo has in fact been registered, becoming a registered trademark, just as the Giostra del Saracino wording and logotype and the coats of arms and wordings of the four districts of the Giostra have been registered for decades as well as the two iconic images of the posters with the knight (blue for the June edition and red for the September edition) and the Buratto scoreboard. The sole owner of the same is the Municipality of Arezzo which has exclusive competence over their exploitation and exclusive authority over the concession of use through the Cultural and Tourist Policies Office which has among its tasks the supervision of the correct use of the trademarks and the right to undertake legal action for one’s own protection if an improper use is detected according to the use regulations that the administration is adopting.
A further step taken by the municipal administration in the direction of an increasingly important growth of the Giostra del Saracino and the valorisation of its tradition which cannot ignore the protection of the event. With this, the Municipality of Arezzo adopts a collaborative attitude towards those who are interested, even in a commercial context, in productions that promote knowledge and valorisation of the Giostra, as long as they represent goods, products and services capable of valorising and never debasing its value. authenticity and historical and cultural tradition.
