The City Council of Venice has developed and implemented initiatives where the trademark of Venice is used to communicate to the public the institutional and innovative nature of the new projects. The partnership established between the City of Venice and other companies and bodies is made official by the presence of the trademark in the communications work of each partner.

Many initiatives can be set up or studied especially while respecting the underlying principles of the trademark: to safeguard the environment and the architectonic and historic values of the city, to improve or increase the services to the citizen and the visitor, to assist in bringing to fruition ideas and innovative projects.