DixonBaxi ushers in a new era for AC Milan with a bold rebrand that goes beyond football and borders.

AC Milan’s glorious history stretches back almost 120 years. We were challenged with creating the next chapter. Inspired by this illustrious past but focused on future glory, we designed an AC Milan for a new, diverse generation of proud Rossoneri.

The identity celebrates the club’s iconic badge as a symbol of unity – a beating heart that connects millions. Confident yet refined, the graphic language balances elegance and passion.

The power of the badge.

Fans and footballing gods have been kissing the club’s famous badge for a century. Respecting this heritage, we left the design untouched and used the iconic oval shape to tell powerful stories.

Equally at home online, in the San Siro or plastered across the city, the consistent graphic language gives the club a strong voice to connect with fans.

Authentic art direction captures the passion and spirit of players, legends and fans.

Introducing a dynamic new typeface inspired by the shared heartbeat of our fans.

We partnered with type designer Elliott Amblard to develop and craft ‘Milan Pulse Inline’ – a bespoke display typeface for AC Milan. Taking cues from fashion, lifestyle brands and Italian culture, we created a bold yet elegant typographic system. Instantly recognisable, it captures the passion Milan fans have for their club.

Bringing the brand to life in one of Europe’s great football cathedrals.

Amplifying the sense of passion and belonging among players and fans in AC Milan’s spiritual home.

A more refined digital experience bringing fans around the world closer to their obsession.

This isn’t a game. It’s a lifestyle. It’s a way of life.

Moving beyond football to create an AC Milan for a new, diverse generation of proud Rossoneri.