The Expo is the eagerly awaited Universal Exhibition that is hosted every 5 years, each time in a different chosen city. In 2015, over a six-month period, the chosen city was Milan. Milan became a global showcase where more than 140 participating countries showed the best of their technology that offers a concrete answer to a vital need: being able to guarantee healthy, safe and sufficient food for everyone, while respecting the Planet and its equilibrium.
The presence of the country Lebanon at the Expo Milano 2015, within the Bio-Mediterraneum Cluster, reflects the soul of Lebanon that revolves around generosity, hospitality and cuisine, the key to unlocking the culture of this eastern country. Food represents a key aspect for its people, which are closely related to the arts and cultural activities.
Lebanon Expo Milano’s logo is an edgy contemporary logotype that is formed from a single module, repeated on the same x-height to form the word “LEBANON” in Arabic. The idea was inspired by Beirut’s modular architecture and cityscape, interpreting different heights of buildings to form the letters.
The logo is a reflection of Lebanon in form and stylization. The high contrast custom-made logotype is bold, memorable, and is of great impact due to it’s 3 dimensional feel that provides depth to its shape and meaning.