Fondazione Fiera Milano
Growth of the territory, well-being of people
Fondazione Fiera Milano promotes initiatives for economic, social, cultural, and scientific development, while also supporting the organization of trade fairs in Italy and abroad. Founded in 1922 as the Ente Autonomo Fiera Internazionale di Milano, it played a key role in introducing Italian businesses to the world and bringing the world to Made in Italy. Since 2000, following its transformation into a foundation, it has strengthened its institutional role by creating major projects such as the Fiera Milano exhibition district and the MiCo convention center, now among the largest in Europe. During the 2020 pandemic, it proved its role as an industrial and territorial policy actor by building, in record time, the Fiera Hospital and vaccination centers, becoming a symbol of efficiency and responsiveness. After a century of history, the Foundation builds on this legacy to further contribute to people’s well-being and the region’s growth.
Brand design Three letters that define a system
Fondazione Fiera Milano’s new visual identity is built on a contemporary ethos of simplicity and precision, with the logotype as the clear focal point. The three initials—FFM—precede the full name and become the core of an open, dynamic, and flexible visual system. These letters are not just a graphic mark; they are a generative structure that defines editorial spaces capable of hosting images, video, and multimedia content. The goal is not to confine the Foundation’s many activities to a single static form, but to enable dynamic, ever-changing compositions that reflect the breadth of its initiatives.
