[ Promozione Turistica ]
[ Identità visiva ]
[ Visit San Marino ]
Republic of San Marino
BLISS
©2025
the client and the design challenge
The Republic of San Marino commissioned the design of its new logo and tourism brand identity with the aim of renewing its image, making it more contemporary, recognisable and consistent with the country’s historical and cultural values.
The towers
An iconic symbol of the Republic, they represent the history, freedom and continuity of San Marino through time.
Mount Titano
A natural, identity-defining element, it conveys the deep bond between the territory, the landscape and the authentic experience of the destination.
Libertas
An emblem of sovereignty and independence, it evokes institutional authority and the unique value of one of the oldest Republics in the world.
Logo 2025
Brand Identity & Visual Identity
One logo, many expressions
The logo was designed to be highly versatile and consistent across the different communication contexts of San Marino’s tourism. In the colour version, featuring vibrant gradients harmonised with the Sammarinese institutional palette, the brand engages the tourist audience, conveying energy, hospitality and contemporaneity.
Between institutional identity and tourist hospitality
The brand presents San Marino as a destination unlike any other in the world: ancient yet alive, authentic and immersive.
A place able to welcome families, experiential travellers, sports enthusiasts and professionals, speaking to diverse audiences in a coherent and recognisable language.
Coordinated gadgets and materials
The visual identity was rolled out across a selection of gadgets and promotional materials designed to strengthen brand recognition and accompany the visitor experience.
A symbol of support, renewal and awareness
Each touchpoint was designed as a coherent extension of the visual system, enhancing the logo, the colour palette and the symbolic elements through clean, essential and easily adaptable applications.