New city branding can revive the city's image, illuminate a fresh perspective, and highlight where the city's vision is heading.

It also should take consideration of the place's history and heritage, represent its culture and work both for residents and visitors. The branding proposal assembled on a new positioning of the city: diversity, change, and organization; The visual language aims to express Milano's essence, enabling it to reclaim its status as European cultural capital and communicate with the audience in multiple channels. Based on a grid that represents the city's features and is inspired by iconic architecture, a language of 'M' letters creates a memorable, versatile, and appealing identity.