Naples, Italy is a city where the urban contemporary meets the historically significant. However, as a tourist destination it suffers from bad word of mouth compared to other Italian cities. The approach was to position Naples as a city of fun and adventure. To update its image and logo, an italic—forward leaning and energetic—sans serif was paired with scrolling serifs. These scrolling serifs are a nod to the Ionic columns that crown its historical buildings—a legacy of its Greco-Roman heritage and reminiscent of the waves in the Bay of Naples.
