The brand for the Italian Pavilion at the Universal Exhibition in Shanghai in 2010 was based on the theme 'Better city, better life'.
The design of the brand took inspiration from the architecture of the pavilion itself and from the mikado game, which is called 'Shanghai' in Italian – a typical element of Chinese culture, referring to the multiplicity of intersections and streets of the city.
The design of the brand took inspiration from the architecture of the pavilion itself and from the mikado game, which is called 'Shanghai' in Italian – a typical element of Chinese culture, referring to the multiplicity of intersections and streets of the city.
Taking place between 1 May and 31 October 2010, the Expo was organised under the theme of “Better City, Better Life”, in a city renowned for its growth, its bold projects, and its unique way of life: Shanghai. In 2010, more than one in two people were living in a city, raising questions over social mixing, sustainability, security, hygiene and mobility.
With an urban population of 23 million, Shanghai was considered ideal location to showcase solutions to these pressing issues, and the People’s Republic of China was duly elected host country of World Expo 2010 during the BIE’s 132nd General Assembly in December 2002.
With an urban population of 23 million, Shanghai was considered ideal location to showcase solutions to these pressing issues, and the People’s Republic of China was duly elected host country of World Expo 2010 during the BIE’s 132nd General Assembly in December 2002.
Client:
Ministero dello Sviluppo Economico
Ministero degli Affari Esteri e della Cooperazione Internazionale
Sector:
Governmental / Public Sector
Country and Date:
Italy, 2010
Team:
Client Director: Monica Solimeno
Creative Director: Chris Scherer
Art Director: Laurie Elie
Art Director: Maria Rhodes Castro
Agency:
Inarea Identity Design, Rome
Design Disciplines:
• Brand & Identity Design
• Brand Communication
• Brand Personality Building
• Signage & Wayfinding Design
Ministero dello Sviluppo Economico
Ministero degli Affari Esteri e della Cooperazione Internazionale
Sector:
Governmental / Public Sector
Country and Date:
Italy, 2010
Team:
Client Director: Monica Solimeno
Creative Director: Chris Scherer
Art Director: Laurie Elie
Art Director: Maria Rhodes Castro
Agency:
Inarea Identity Design, Rome
Design Disciplines:
• Brand & Identity Design
• Brand Communication
• Brand Personality Building
• Signage & Wayfinding Design
