Torre Velasca
project overview
Anatomy of an Icon is a visual identity project developed for a hypothetical exhibition dedicated to Torre Velasca, one of Milan’s most recognizable architectural landmarks. The concept combines the ideas of anatomy, understood as a process of analysis and decomposition, and icon, highlighting the building’s cultural and visual significance. The exhibition invites viewers to look beyond the surface, exploring the tower as a complex system of elements rather than a static object. The visual identity translates this approach into a dynamic graphic language, merging architectural geometry, fragmentation, and Brutalist materiality. The result is a flexible and expressive system that reflects multiple perspectives while maintaining a coherent structure.
Anatomy of an Icon is a visual identity project developed for a hypothetical exhibition dedicated to Torre Velasca, one of Milan’s most recognizable architectural landmarks. The concept combines the ideas of anatomy, understood as a process of analysis and decomposition, and icon, highlighting the building’s cultural and visual significance. The exhibition invites viewers to look beyond the surface, exploring the tower as a complex system of elements rather than a static object. The visual identity translates this approach into a dynamic graphic language, merging architectural geometry, fragmentation, and Brutalist materiality. The result is a flexible and expressive system that reflects multiple perspectives while maintaining a coherent structure.
Anatomy of an Icon is a visual identity project developed for a hypothetical exhibition dedicated to Torre Velasca, one of Milan’s most recognizable architectural landmarks. The concept combines the ideas of anatomy, understood as a process of analysis and decomposition, and icon, highlighting the building’s cultural and visual significance. The exhibition invites viewers to look beyond the surface, exploring the tower as a complex system of elements rather than a static object. The visual identity translates this approach into a dynamic graphic language, merging architectural geometry, fragmentation, and Brutalist materiality. The result is a flexible and expressive system that reflects multiple perspectives while maintaining a coherent structure.
project type
Brand Identity
year
2025
client
University
