Milano Arch Week 2025
An identity built on thresholds and imbalance
Year:
2025
Client:
Comune di Milano, Politecnico di Milano, Triennale
Area:
Cultural, Events
Services:
Art direction, Editorial design, Poster, Social media, Street campaign
Designer:
E Bonetti, L Bontempi
For the Milan Arch Week 2025, we developed a new visual identity in direct dialogue with the 24th International Exhibition of Triennale Milano, taking place during the same period.rnThe project originates from a reflection on spatial inequality: a theme rooted in architecture, translated into an image that is accessible, immediate and recognizable. Rather than representing the complexity of the topic, the aim was to create a visual sign able to make it legible to a broader audience.
We worked on the idea of a threshold: a point of transition between two conditions, a state shifting into another. Not a fixed division, but an unstable line, constantly changing.rnThe threshold becomes the core graphic element: a moving line separating two contrasting colour fields. Never identical, never fully controlled, always slightly off-balance. An uncertain presence that visually conveys tension and imbalance.
The visual system is built around this dynamic: sharp surfaces, strong colours, a composition that does not seek balance but questions it. The identity adapts across formats while maintaining this instability as a guiding principle, making each application part of a coherent yet non-rigid system.
The identity was applied across printed and digital communication materials for the event, including program leaflets, editorial outputs and social media assets. The system was designed to perform across different scales and contexts, ensuring clarity and recognizability throughout Milan Arch Week.