Milano City Branding
2019
ROLE
Art director, Brand Designer
SERVICES
Place Branding, City Branding
MASTER THESIS PROJECT
Branding a place (or a city) is a very complex matter: to do it right, you need to widely research and keep into account a huge array of factors. Places have a physical, cultural, emotional, ideological, geographical identity and much more. You need to be able to incapsulate all of them into a system, while creating an emotional connection between the city's brand and the inhabitants of the place.
My project lays its roots in a in-depth theoretical investigation which involved 4 main phases: (1) an analysis of the State of the Art of place branding, (2) interviews with 3 stakeholders of the city of Milan, (3) a survey to Milan's and Italian citizens about their perception of the city, (4) a geographical investigation of the city's icons, symbols and history.
The city of 'Here and Now'
A LOGO CALENDAR
The goal of the project is to create is a fluid identity system and that represents the core characteristics of the place: a city that never stops, that is dynamic, colorful, full of events all year round, chaotic, fierce and proud of its territorial symbols.
The logo, which is created by joining the three concentric road rings that are a symbol of the city since its foundation, also works as a calendar: it rotates and changes its palette every month, accompanying the rich palimpsest of events that the city offers, creating a vibrant and dynamic visual identity that is flexible but composed by elements that remain coherent through different applications.
