We were asked to create a logo for a new Alfa Romeo car, the first model to be launched since 2003. It is targeted at the youth market, brand conscious 18-30 year olds with disposable income.

The idea of mythology – fragments of information passed on through mystery and fascination – was interpreted for this market as urban legends, the viral spread of culture and emerging participatory trends of the 21st century.The logotype invites interpretation, with the minimum possible number of parts completed in the mind of the viewer. This was crafted into the car’s badge and expanded into a graphic language, expressing the brand across all touch points.

The final MiTo design was selected from the results of an online poll where Alfa Romeo fans chose their favourite out of eight options.The MiTo car has generated signficant buzz: it headlined at the 2008 UK Motor Show.