Project for the City Branding class of the Scuola Civica Arte&Messaggio.
The assignment, developed over the 5 months of the course, required the creation of a city branding, including a logo, coordinated image of stationery and communication, for a city or neighborhood of Milan, taking inspiration from the history, topographical elements, monuments, activities of the district and aspirations.
For the QT8 district I decided to emphasize the naturalistic aspect and freshness.
QT8 is an experimental district born in ’48 with the 8th Triennial of Architecture, in which architects from all over the world were called to build their idea of an ideal standard home, while the urban planning was left to Bottoni. The symbol of the district, the Montagnetta or Monte Stella, was born almost by chance from the accumulation of rubble from the bombings, and is now a forest where people go to play sports, watch the sunset and party.
The district is therefore very much linked to the imagery of rebirth and hope, rather than to the rationalism that generated it.
