New Identity for HALIX – PARTNERS IN BIOSCIENCE
Milan Convention Center

A pitch: Name, logo and identity


Background
In 2011, the 'Fiera Milano Foundation' opens its brandnew Convention Center, built by Mario Bellini. With 18.000 seats and 54.000 m2 of exhibition area it will be the largest of its kind in Europe, equipped with state of the art technology. The Milan Convention Center is targeting at professionals from science, business and culture, and last but not least at public event organizers.


Challenge (from the brief)
The Milan Convention Center must be perceived as the big, international conventions and events center, based in Milan – a world metropolis. The naming must recall the city of Milan. The brand is characterized by key-attributes such as welcoming, modern, original, spacious, technological, versatile and big.


Solution
We developed the name 'Milanopolis', connecting 'Milan' and 'Metropolis' to a programmatic unit. The logo visually quotes the architectures characteristic roof-structure. A waving shape of lines frames the wordmark and creates a technological yet soft and light character. The highly flexible branding allows communication, ranging from business to entertainment.