SPD’s new visual identity

SPD geometric shapes

Many things have changed this year in SPD Scuola Politecnica di Design.

With the move to the new premises at Piazzale Lugano 19, always in Milan, the school has decided to give itself a makeover to modernize its visual identity.

On the occasion of these changes, SPD asked studio FM milano, a Milan-based graphic design consulting firm founded in 1996 by Cristiano Bottino – professor of the Master in Visual Design – to design the brand’s new corporate identity.

SPD logo

SPD master's shapes

Triangle Evolution

SPD Gadget Notebook

After redesigning the brand’s logo in all its extensions and deciding on the reference color palette, the designers of studio FM milano came up with a series of primary geometric shapes, considered stem cells of design, starting from the numerous projects carried out within the SPD classrooms.

Once the basic geometries were extracted, it was possible to create more elaborate shapes related to each of the Master’s courses offered by SPD and treated according to the type of communication to be implemented.

The dynamic identity of these figures makes them unique and always updatable. In fact, each of these can be used individually or in combination with the others with the aim of adapting the image to communication in a coherent manner.

Then, Studio FM milano continued the rebranding of Scuola Politecnica di Design by thinking about how it could share and reinforce the school’s new visual identity. So, to achieve this goal, the studio made different gadgets, including notebooks, bags, hats, and sweatshirts.