The Challenge
Redesign the visual identity of one of Italy's most iconic cities, balancing a rich historical heritage with the demands of a modern, internationally competitive metropolis. Torino needed a brand capable of communicating its dual soul — a city with noble, industrial roots that is rapidly establishing itself as a European hub for innovation, technology and culture. The challenge was to honour tradition without being imprisoned by it.
The Approach
The concept evolved from the city's existing heraldic symbols, reinterpreting them for the digital age. The shield retained its historic form but was stripped back and refined — the comital crown stylised into a bold, geometric mark that works at any scale. The bull, a centuries-old symbol of Torino, was replaced by the initials "TO" — a move that signals international ambition while remaining deeply local. The graphic system was built around colour and geometry inspired by the city itself: a primary palette — red, teal, blue, yellow — paired with a library of pictograms representing Torino's landmarks, culture, food and character. The result is a flexible visual language where type, symbol and icon can combine freely, generating endless compositions that are always recognisably Torino.
The Solution
A complete brand identity system — logo, pictogram library, colour system and application guidelines — capable of adapting across every touchpoint: from institutional signage to digital campaigns, from tourist communication to international positioning. A proposal that roots the city's future in its past, projecting Torino onto the European stage as a protagonist in the sectors of innovation and industry.
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