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The graphic concept of the logos was designed to visually represent the multiplicity and interconnectedness of the realities surrounding Molina Futura. Two main variants were developed:
The color palette was developed based on the primary colors of CMYK: cyan, magenta, and yellow. These vibrant colors not only reference the printing process and the graphic world but also convey energy, innovation, and variety. Their use in graphic materials helps make Molina Futura's visual identity immediately recognizable.
The font used for the project is Helvetica Neue, in its Light, Extralight, and Bold variants. This choice was made to emphasize the balance between modernity and elegance, two defining characteristics of the association. The font's versatility allows it to adapt easily to various applications, from promotional materials to logos, ensuring consistency and readability across all contexts.
In the end, the first variant was chosen as the ultimate representation of Molina Futura. This decision was driven by the desire to highlight the deep connection between the association and the city of Milan. The internal negative space, which recalls the shape of the Duomo of Milan, serves as a powerful visual metaphor for the cultural and artistic foundations of Molina Futura. This logo successfully embodies the association's mission to bridge tradition and innovation while celebrating its strong Milanese identity.
