REDEFINING MILAN

Overview

Milan is recognized as a world fashion and design capital, with a major global influence in commerce, industry, music, sport, literature and art. The city has a rich cultural heritage and legacy, and has a unique cuisine.

Challenge

The Milan Council asked to position Milan among the most cosmopolitan cities in Europe through a complete redesign of its visual assets that could reflect the city's values. Our challenge was to define, leverage, and promote Milan's unique strengths and characteristics to a wide range of international audiences.

Solution

The visual expression of the brand that Patricia has created is a contemporary rendering of the powerful and energetic Ambrosian emblem, with the introduction
of a new custom designed typeface. The identity was implemented across the entire urban experience, including public transportation. The new identity is bold and contemporary, yet approachable.