Park.
Twenty-five years after our founding, we are changing our name while staying true to our essence. The decision to go by simply Park, without “Associati,” strengthens our identity as a collective: architects, designers, and researchers united by a shared ambition to shape the future of the built environment through the interplay of innovation and tradition.

The logotype: an identity that evolves without losing its essence
Park’s visual identity has been renewed without breaking continuity. The new logotype, designed by studioFMmilano, is the natural evolution of a mark that has represented the studio since 2005, revised in 2018 and now refined into a form that is even more essential and timeless. The result is a rational, balanced lettering, inspired by a sans-serif typeface that conveys structure and harmony without dominating. A typeface that is clear, assertive yet discreet, able to adapt seamlessly across mediums and contexts, mirroring the versatility that defines our design approach. Echoing the collective spirit that defines us, the final logo was chosen through a collaborative process that involved the entire studio, a shared decision shaped by many perspectives.

A visual system that reflects our growth
Park’s renewed identity is more than an aesthetic update, it represents a consolidation of our growth. The new visual system, conceived and developed by our in-house communication team, is designed to ensure coherence and clarity across all studio touchpoints. The website moves from a previously open grid to a more structured layout, bringing focus to content and allowing projects to stand out without unnecessary visual embellishments. More video content, more immersive storytelling, greater clarity. Typography also plays a strategic role: we chose FT Aktual, a typeface developed by the independent foundry Formula Type. Designed for flexibility across uses, this contemporary grotesque ensures impeccable legibility in both large headlines and small body text. A functional, solid, and refined character that aligns with the studio’s new identity.

New tools to tell Park’s story
The evolution of Park also includes a deeper articulation of our content, and a more explicit commitment to engaging in the public discourse on architecture and design. This gave rise to Editorial, a section devoted to reflections, insights, and stories from within the Park ecosystem, and Plus, which highlights the work of our in-house innovation unit, a team that infuses every project with an experimental vision, opening new perspectives and contributing to design culture.

The Plus logo: between structure and freedom
If the new Park logotype is the synthesis of our identity, the Plus logo embodies our research-driven approach. Built upon a structured grid, it references cartographic geometries and matrix graphics, evoking a sense of method and systematization. The outer lines follow a pixel-based grid, while the inner curves deliberately break the rigid rules of the structure. A mark that expresses the dual nature of Plus: rigorous in its methodology, yet free in its exploration.

A conscious evolution
Park’s new identity is the result of a thoughtful evolution, initiated with a phase of research and discussion carried out with the support of brand consultancy Push Collective. This process helped us refine our vision and translate it into a visual system that reflects who we are today and where we want to go.

Park evolves with the same spirit that drives our design approach: combining memory and innovation, structure and transformation. An identity that does not impose but engages in dialogue. One that does not crystallize but adapts. Always in motion, always open to new possibilities.

Brand Identity: Letizia Filisetti
Logo Design: studioFMmilano e Letizia Filisetti
Font: Formula Type
Copywriting: Carla di Benedetto
Brand Consultancy: Push Collective

Thanks to:
Francesca Moroni, Nicola Colella, Caterina Aquili, Matteo Arietti, Maria Grazia Villella, Federica Arici, Alessandro Bentivegna, Giulio Dini, Enrico Sterle, Federico Bruno