Venice is proving yet again its leadership and its uniqueness. It is the first Italian city to couple an institutional symbol with a logo for commercial purposes and cause related marketing.
The Venice trademark is positioned "alongside" the institutional symbol of the city, thereby assuming a complementary role: it represents the image of Venice around the world, further bolstering the value and the characteristics thanks to the objectives that distinguish the design.

It has two main purposes: to create a coordinated and coherent image of the city on the global market and generate new resources for economic development, apace with the growth of tourism. It contributes to create a pool of activities related to ingenuity and thought, in synergy with the "Venice district for innovation", financed by the European Community to develope an intellectual production centre.

In this way, the goal is to "help" Venice evolve toward an innovative economic model, to make the city more liveable and offer new opportunities for work to its young people. Part of the proceeds made from the use of the image and the name of Venice will be invested in programmes for the socio-economic revitalization of the city.

A trademark that represents Venice, along with the partner companies that value and support this city, in a shared journey of cultural, social and economic development. An exclusive "club of friends of Venice."

Therefore, more than a trademark of Venice, it is a trademark for Venice

The "trademark of Venice" project foresees granting to third parties the use of the trademark for philanthropic marketing activities (cause related marketing) and for the creation of products and services or putting on events. The field of application of the trademark extends to any type of product or service, provided that they are in line with the distinctive features of the project and up to a proven ethical and qualitative standard of the partner companies.

A fundamental requirement for licensees is the ability to reflect the mission of the project and the values of Venice - uniqueness, progress and quality - in the culture of the company and in its strategic objectives.

The companies that apply the trademark of Venice to their products characterize a quality level worthy of this inestimable cultural legacy, represented by Venice, and they communicate to the whole world their contribution to improve the city and the quality of life of its inhabitants.

The products that display the trademark of the winged lion can be accompanied by a communications support that contains a brief illustration of the trademark and of the connected project.

The trademark of Venice brings together a range of products and companies which are very diverse from each other, but the essence is common to all: the ability to communicate to the consumer a unique and well-defined identity, transmitting and transferring its values and its image to the partner companies.

This trademark use and instructions manual provides a description of the distinctive graphic elements but also provides all the indications regarding the use of the trademark in terms of dimensions, colours, and possible locations, defining the appropriate and inappropriate use.

It represents the official document that establishes the correct methods of applications and use of the Trademark of Venice.