Florence is one of Italy many great and renowned cities, the birthplace on Renaissance, located in the equally famous Tuscany region. This week, the city unveiled a new logo to promote the city, the result of an international contest launched in July last year.
The winning suggestion was created by Fiorentini graphic designer Fabio Chiantini. Chosen for its "communicative essentialism", it consists of a square with the name of the city in different languages.
The Italian name, Firenze, is hidden in the other names and amplified with bold letters. The other languages are Latin, French/English, German and Spanish. The Latin name links back to city's history and origin, while the names in the major Western languages are a reference to Florence's increasingly international outlook.
The name is set in a geometric sans serif, often enclosed by a square. The colour red was chosen for historical reasons. The logo is occasionally flanked by the tagline "everywhere" in various languages.
The contest attracted more than 5,000 entries. The winner was selected from a shortlist of 29 contenders chosen by a jury. All finalists can be seen here. The new logo will not replace Florence's coat of arms.
Some readers will probably note a similarity with Prague's equally clever multilingual logo. While it may well have been an inspiration, the Florence logo arguably takes the concept one step further.