New city branding can revive the city image, illuminate a fresh perspective of its persona and highlight where it is heading. It should take into account a city's history and heritage, represent its culture and work both for residents and visitors.
The Milan branding proposal, build on the new positioning of the city; diversity, change, and organisation; aims to express Milan's essence, enable it to reclaim its status as cultural Europian capital and communicate in multiple channels. Based on a special grid that represents the city's features, inspired by its iconic architecture and based on historic cultural inheritance - a new language of the letter M was conducted, enabling versatile use of the graphic language to its diverse needs.
P.P. 2018 C.W. Pentagram Berlin