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The new Milanese brand should become an instrument for promoting the city for the Expo 2015, and be reproduced on t-shirt, hats and various gadgets. To do so is also the opening of official “Milano Store” at square of Scala Teatre. But, in agreement with Rinascente, we could find the new brand in the sales in department stores as at newsstands.

This idea arrived from the councilor of Tourism Massimiliano Orsatti, who always wanted the strong image of Milan.

A red band that cruciform out the shield of Visconti and stylized crown  and  forms of the Castello Sforzesco. Only red, white and black as colors. The new symbol does’nt replace the institutional logo, but will make Milan  recognizable  in the world. Like New York and its stylized  initials.