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