Client: Nuova Malegori, A.LP.I Consortium, Euroambiente, A.V.R Group - Milan (Italy)
Team: dsb - Landscape architecture studio
Year: 2016
Year: 2016
Role: Concept, graphic design, visual identity
In 2016 the district of Milan promoted a tender call for cleaning and maintenance of green areas. Four companies: A.LP.I Consortium, Nuova Malegori, Euroambiente and A.V.R Group created a consortium to be able to satisfy the tender’s request. They won the competition and obtain a mandate for three years.
We were asked to create the brand identity.
The aim of the consortium is to keep all the parks, the communal gardens and the green areas of the city clean and usable by the citizen. One of the primary purpose is to involve the citizens to take care of the communal areas and to respect more the green surfaces.
The logotype wants to represent these purposes and to be familiar to community. It’ s composed by two parts: at the upper part the name ‘MIAMI’ and, at the lower part a leaf.
The goal is to evidence that the consortium will take care of all the city. The name is written by a new font, specially studied for the client. It wants to rebuilt the profile of ‘Duomo’ Cathedral (the most recognizable symbol of Milan).
It’s also a tribute to historical ‘AMSA’ logotype, composed by Bob Noorda and well-known by the citizen. The beech leaf, chosen for the identity, is really common in the North of Italy and the green tones are a reference for the group who creates the consortium. The workers overalls and tools, also the vans, are customised with the brand identity, to be easily recognisable by the citizen.
