La Triennale di Milano is the best-known Italian cultural institution dedicated to design and architecture, which has been a worldwide reference point for almost 100 years. We were selected among the agencies around the world to be part of the 10 finalists of the public tender for rebranding La Triennale. We were asked to develop an innovative rebranding consistently with La Triennale’s history. Unfortunately our proposal was not chosen. We designed a logo that reinterprets and pays homage to the iconic "T", the emblem of synthesis and simplicity of the notable designers Vignelli, Noorda, Huber, Wolves and Marangoni, by making the word "Triennale" become a monogram. This was a creative and synthetic solution that could transform its "T" into an unmistakable mark both nationally and internationally. We then developed its new identity by working on two levels of understanding, a horizontal one and vertical one. This is a metaphor for the constant efforts made by La Triennale in order to offer new perspectives to the public in the field of all contemporary arts.
