Overview

To say that Rome is a unique city is quite an understatement. Its incredibly rich cultural heritage goes without saying. But the city is also very modern and forward thinking, and surprisingly livable.

 

Challenge

The City of Rome council asked to develop a cohesive brand strategy and a new identity system to reflect the city's modern values and to capture the pride of its people. Which meant there was the need to refresh the oldest identity created by mankind - one dating back more than 2000 years ago, when the Roman empire established the colors, the heraldry and the acronym, the SPQR (Senatus Populusque Quiritium Romanus_latin: the Senate and the People of Rome) on every touch point.

 

Solution

At the heart of the new branding platform was a redesign of the SPQR crest, with the introduction of a 3D contemporary rendering, a custom designed typeface and a brighter color palette.  The new identity not only raised awareness and created a consistent look displayed throughout the city, but also succeeded in  underscoring Rome's role as an international hub for the arts, culture and business.