AC Milan

AC Milan’s history spans nearly 120 years. rich with triumph and legacy. Our challenge was to write the next chapter. Inspired by that heritage but focused on future glory, we crafted a new identity for a global, diverse generation of Rossoneri. Rooted in Milan’s core values of teamwork, excellence, passion and elegance. it’s a bold evolution built a new world.

‘Milan to Many’ a manifesto that embodies the club’s values and encapsulates its spirit. This is rationalised into one line and new purpose; Sempre Milan, evoking the values and reinforcing the Italian heritage. It is the unifying rallying cry for proud RossOneri to get behind no matter where they are in the world.

The identity celebrates AC Milan’s iconic badge as a unifying symbol, a beating heart that connects millions. For over a century, fans and football legends have kissed it with pride. Honouring that legacy, we kept the badge untouched and used its distinctive oval shape as a storytelling device. From San Siro to the streets, and across every digital channel, this consistent graphic language gives the club a bold, recognisable voice that resonates with every generation of Rossoneri.

Motion brings the club’s values to life. passion, elegance, excellence, and unity through every frame. From bold player intros on San Siro’s big screens to refined moments in private lounges, the system balances energy with sophistication. Dimensional motion adds scale and presence, while digital channels celebrate the fans, the legends, and every game with unmistakable Milan spirit.

We partnered with type designer Elliott Amblard to create Milan Pulse Inline, a bespoke display typeface crafted exclusively for AC Milan. Inspired by fashion, lifestyle brands, and Italian culture, the type system is bold yet elegant. Instantly recognisable, it channels the pride, style, and passion that define the Rossoneri spirit.

We brought the brand to life inside one of Europe’s most iconic stadiums. For over 75,000 fans at San Siro, every match is a fully immersive experience. From the historic players’ tunnel to the team BUS, from 12 private lounges to fan entrances and changing rooms. every space is transformed overnight. It’s a complete stadium takeover, turning matchday into a powerful expression of pride, passion and AC Milan’s identity.

From a new media and entertainment studio, to social content that celebrates legends as much as the season, we created an identity system that goes beyond the club. It empowers AC Milan’s in-house team to spotlight every moment, on and off the pitch, with consistency, creativity, and impact.

We moved beyond football to build an AC Milan for a new, diverse generation of proud Rossoneri. Through merchandise and fashion partnerships, like the global collaboration with Off-White, the brand steps confidently into culture. From the street to the runway, Milan’s identity now lives far beyond the club, amplifying its impact worldwide and embedding it into everyday life.