Centro Culturale di Milano, Rebranding
A visual identity project to bring culture closer to people and enter into a dialogue with an ever-growing audience.

When culture becomes an opening

The ambitious spirit of the CMC strives to bring together different stories, people, experiences and cultures, and its work on visual identity was born of a need to communicate this uniqueness and present what the Centre has to offer in an involving manner that can keep up with our ever-evolving modern society.

To the left, the old brand. To the right, the new brand

Visual identity develops, grows and emanates from a central point, giving the idea of a message being spread. The information comes out of concentric circles which represent the inclusion of the many aspects of culture that the CMC deals with, insofar as they are a shape that suggests openness and, at the same time, a window which leads to the discovery of a new theme from time to time.

Its identity is ever-changing as it adapts chromatically to the content so as to always remain relevant in the context and dynamic in its look.

Working together on the project has made us realise that we had a greater need of the idea to simply modernise a brand of culture. This is rather extraordinary. To have found something that understands who we are, the originality of our cultural proposal between the great institutions of Milan on the move, was not easy. In the end, when it appeared, there was nothing more to improve. (Camillo Fornasieri, director CMC)

The business cards are personalised with colour and a quote on the back

ABOVE: The invitation leaflet
to the exhibition on W. Eugene Smith
UNDER: Some pages from the
2016/2017 season programme

The launch of the new identity coincides with the inauguration of the new location, for which we have
designed logos and internal signage

The Cultural Centre of Milan was formed in 1981 as a free space and meeting place, and its main goal now is to become a landmark in the world of cultural dissemination, something it hopes to do by covering a wide range of topics and by focusing on the themes of current events.

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