Termoli: The window to the Adriatic.
Brand Identity
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Place Branding
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2025
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Brand Identity | Place Branding | 2025 |
Conext
This project was created as part of a Terraviva competition. The submission requirement was a designed 20 page .pdf. Below is an adapted version of the submission. To see the submitted pages, please view the project on Behance, or click the button below.
The brief
A place branding competition focused on creating a new urban identity for Termoli, a coastal town in southern Italy. Develop a bold, contemporary visual identity that captures Termoli’s heritage, culture, and seaside character. The aim is to connect with locals, attract visitors, and support Termoli’s bid to become Italy’s Capital of Contemporary Art.
Overarching concept
Extensive research and careful analysis of the brief led to the development of a clear and purposeful mission statement. This statement has guided the creative process from beginning to end, ensuring consistency, clarity and focus throughout. This mission acts as the cornerstone of the rebrand, tying together heritage, landscape, and modernity in a visual system that feels both grounded and progressive.
Mission statement
“To create a strong yet fluid identity that reflects the rhythmic waves of the Adriatic, the charm of the landscape, and the prowess of Termoli’s architectural heritage. With a simple marque and system, the branding achieves a timeless yet contemporary presence.”
Master logo lockup
This is the primary lockup to be used on the majority of material. It puts both the ‘arches’ found around Termoli, and the ingrained connection the commune has to the sea, at the centre of the design. Arches are resilient in nature, giving a strong structure to the identity. The ‘arches’ create a window device that holds a fluid, custom ‘m’, symbolising the rhythm of the waves. Throughout this project, the ‘arches’ will be described as a ‘window’ for context.
This interplay between structure and movement reflects the balance of heritage and modernity. The logotype itself, set in a high-contrast serif style, pays homage to Termoli’s timeless nature while the wave-like ‘m’ infuses the mark with energy and motion.
Master logo breakdown
Fig. 1:
A structural grid demonstrates how the logo is built using the ‘window’ device - a recurring shape pulled directly from Termoli’s architecture. Clear space is guided by half the cap height of the ‘T’ to maintain balance and legibility.
Fig. 2:
Outline view showing the curves and build-up of the letterforms.
Fig. 3:
Wave device that is the ‘m’ that can flex across applications such as a background element or as an icon.
Fig. 4:
Displays the wave device as a repeat pattern that can be utilised in an animated version of the logo that passes through the window, reflecting the movement, fluidity, and rhythm of the Adriatic.
Alternative lockups
Secondary logo:
A compact version without the window for tighter or more horizontal spaces.
Governmental department lockups:
Designed for consistency across municipal departments. The wave device (icon) acts as a divider, maintaining cohesion.
Italian Capital of Contemporary Art:
The brief asked for a lockup version for this application. Having utilised the structure of the ‘governmental department’ lockups, consistency has been achieved in line with the rest of the identity.
Icons:
Window device from master lockup is used for the icon.
Created by the community
This element of the brand invites the people of Termoli to contribute to the fabric of the identity. Locals and tourists can ‘make a wave’, creating abstract versions of the ‘m’ in the logos that will become part of the brand’s visual language.
These personal waves form the backgrounds used across the identity’s collateral, instilling a sense of community ownership and authenticity.
Visual devices
Fig. 1:
Arches used as a repeat pattern to create a ‘wave-like’ shape. This will be used as a way of dividing information.
Fig. 2:
The window device, used to frame imagery and bring focus to content.
Fig. 3:
A second window device, referencing the distinctive doorway of the Termoli Cathedral, offering visual variety while keeping a consistent brand concept.
Typefaces and messaging
Headlines:
Instrument Serif
Classic and refined to reflect the heritage of Termoli. Italic used on the second line to mirror the motion of the sea and the wave in the logo.
Body copy:
PP Radio Grotesk
A sans serif to contrast the serif of the headlines. Provides modern and contemporary juxtaposition which includes interesting curvatures (waves) and high-contrast bowls.
Messaging:
The window device inspires the campaign messaging, highlighting Termoli’s history as a trading port and its reputation as the heartbeat of the Adriatic. Termoli serves up the best of what the Adriatic has to offer.
Examples of use
The following examples show the identity at work. It is flexible, distinctive, and consistent across a variety of touchpoints.
From digital applications like Instagram and the city’s website, to physical environments including signage, posters, street furniture, and transport liveries - the brand system adapts seamlessly. The aim is to bring the identity into the daily lives of residents and visitors alike, brought to life through relevant and contextually sensitive touchpoints.
The modular system ensures every element contributes to a unified and memorable brand presence.
This first page showcases how an Instagram page might look. Over the course of the proceeding pages, any additional descriptors/information will be displayed as annotations.
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