Triennale Milano unveils new logo and visual identity by Swiss studio NORM

The Triennale di Milano has adopted a new logo and visual identity designed by Zurich-based studio NORM, founded by Dimitri Bruni and Manuel Krebs. The logo features a 'T' formed by three vertical and three horizontal bands, replacing the iconic red 'T' created by Italo Lupi. The rebranding comes less than two weeks before the opening of the international exhibition curated by Paola Antonelli. President Stefano Boeri stated that the institution moves forward acknowledging the giants it stands on, referencing Lupi and Pierluigi Cerri. The new website was developed by Accurat, a data-driven design firm with offices in Milan and New York, whose work has been exhibited at MoMA and the Hall of Science in New York. The selection process began in autumn 2018, with 200 candidates from 15 countries for the visual identity and 44 for the website. The rebranding aims to boost the institution's local and international profile, similar to The Met's 2016 rebrand by Wolff Olins, which increased popularity among 18-35 year olds.