“The Pixel You Can’t Ignore”

Millenium’s new logo, or, more broadly, the rebranding, does not mark a change in direction for the sailmaker, but rather renews, with a contemporary look, the promise of Millenium’s innovative spirit. Innovation as a corporate policy began with the first patent, when, during the Moro di Venezia’s America’s Cup campaign, the decision was made to use carbon fiber for cruising sails. Patents and proprietary technologies have evolved over time, so the decision was made to refresh the sailmaker’s visual identity.

The rebranding marks a new chapter that heralds further innovations, yet it does not break with the past; on the contrary, it firmly preserves its roots.

The rebranding began with the new logo, which had a specific purpose: to be impossible to ignore. After all, Millenium cannot be ignored either. A niche sailmaker that has never sought to mass-produce its products; on the contrary, it has strived to customize them as much as possible using the most advanced materials and technologies.

The company therefore launched a competition to design the new logo, based on a brief written by Lapo Quagli in his capacity as Art Director, in which numerous graphic design studios participated.

The briefing was very clear and centered on two main themes: the square shape and a color in the cyan range. The simple, instantly recognizable shape in a contrasting color, impossible to ignore, like a pixel that stands out in a photo made up of millions of harmoniously coordinated pixels.

Luca Mazzoncini, Diaframma, won the competition with the new logo.

In addition to perfecting the color shade, he managed to sculpt the square into a monolithic “M” that conveys dynamism and references a sail, using a design language that feels less traditionally nautical and more technological. The logo also works well as a container or a negative space, offering numerous possibilities for customization and variation.