The Camera di Commercio I.A.A. di Milano (Chamber of Commerce, Industry, Crafts and Agriculture of Milan) is the public body representing businesses in the Milan area. Its visual identity has evolved through institutional mergers and a system-wide rebranding coordinated by Unioncamere, the national association of Italian chambers of commerce.
Design and History
In September 2017, the chambers of commerce of Milan, Monza-Brianza and Lodi were merged into a single entity, the Camera di Commercio di Milano Monza Brianza Lodi, which began operating on 18 September 2017.[1] The merger created a large metropolitan institution that required a new institutional presentation.[2]
Around the same period, Unioncamere launched a new logo for the entire Italian chamber system. The new mark was introduced in late 2017 and rolled out in the following weeks, with Unioncamere president Ivan Lo Bello describing it as “a modern, inclusive and participatory sign” that represented the ongoing reform of the chambers.[3] The logo was approved at the Unioncamere assembly on 31 October 2017.[4]
The new Unioncamere trademark was designed by the studio Carmi e Ubertis, with the project dated February 2018.[5] The individual chamber of commerce of Milan Monza Brianza Lodi uses the system logo together with its own name, and the institution maintains a coordinated image manual that must be requested through its dedicated office.[6]
Meaning and Symbolism
The Unioncamere trademark is composed of a repetition of semi-circular rings whose shape can be read both as a “U” for union and a “C” for chambers. The resulting circular form, described as a sort of flower, rosette or star, represents the union of several elements around a single central fulcrum. According to the designers, a further element is perceptible through Gestalt principles: a circle that connects and holds the different elements of the brand together.[5]
Typography and Design
No specific typography or construction details for the Camera di Commercio di Milano Monza Brianza Lodi logo have been documented in the available sources. The institution’s logo usage is governed by an official manual of coordinated image, distributed on request by the chamber’s communications office.[6]
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