Fresh, captivating, distinctive. This is how we can describe the new visual identity of the Milano Certosa District, built with a creative process that goes beyond traditional schemes and the "classic" entrusting of work to a communication agency.
In fact, the new logo was born from an idea of the students of the School of Design of the Politecnico di Milano, matured and developed as part of a creative workshop organized by RealStep and coordinated by Professor Stefano Mandato.
But let's start from the beginning. The intention to involve the students of the School of Design, which is based right near the district, responds to a very precise choice: to promote the renewal of the neighborhood following the cardinal principles of RealStep's philosophy, such as the enhancement of the territory and the centrality of people, especially young people. An undoubtedly winning choice, which has created important connections between nearby realities and produced high-level results.
Divided into 10 groups of 4-6 people, the students analyzed the brief, explored the district and, after careful research, developed their creative proposals, telling, with a fresh and innovative look, the essence of the Milano Certosa District.
With the support of Professor Mandato and the communication agency SharingIdea, the best works were selected and re-examined until the winning project was identified, created by the all-female team of Alice Cupisti, Clara Di Bella, Martina La Macchia, Camilla Tosi and Ilaria Urgesi.
The logo – the students explain in the presentation document – takes inspiration from the morphology of the neighborhood and the structure of its most characteristic buildings and is based on the integration of three distinctive forms with typography.
Modern and bold, the new graphic identity of the Milano Certosa District perfectly describes the concepts of coexistence of different realities and the sharing of spaces, experiences and values.
The work of the young winning designers was unveiled to the public during the presentation ceremony of the new visual identity, which took place on 14 September, in conjunction with the inauguration of the district's Food Area.