Ama
The environment is in good hands
AMA is Italy’s leading company in the integrated management of environmental services. It handles waste collection, urban sanitation, and waste treatment across an area of more than 1,300 square kilometers, corresponding to the territory of the Municipality of Rome, the company’s sole shareholder. With over eight thousand employees and a large fleet of vehicles, AMA provides essential services to millions of citizens, promoting sustainability, health, and quality of life.
Brand identity. An identity in harmony with Rome Capital
The rebranding project was driven by the Municipality of Rome’s need to coordinate and make its institutional identity more consistent, in line with its profile as an international capital. Within this framework, AMA has taken on a strategic role—not just as an ecological operator, but as a guardian of the environment. The logo combines two powerful symbols: the hand, representing that the company is made up of people (labour-intensive), and the yellow sun, evoking energy, the environment, and sustainability. The visual identity has been aligned with the Rome Capital brand through the use of the purple color, linking AMA to the city within a unified system. The initiative also extended to the brand architecture of the various departments, creating a more coherent perception of the company’s different activities.
Communication design. From the territory to digital, a shared language
The brand identity has been translated into a communication system that defines every form of brand expression: from internal documents to corporate campaigns, from signage to digital media, and even the vehicle liveries and staff uniforms. Environmental operators were identified as the primary target, strengthening their sense of belonging through a clear and consistent visual identity. At the same time, a language of icons and symbols was developed for citizens, designed to promote shared responsibility for the urban environment. Awareness campaigns, printed materials, and digital channels have made communication more immediate and recognizable. AMA thus becomes part of a unified identity system that enables Rome to present itself as a global brand, on par with other major capitals that use urban marketing as a tool for international visibility.
