The identity of a brand is more than a logo. It is the total composition of elements that shape how a brand is perceived, stands out among competitors and catches the attention, makes a visual impact and can grow and evolve with the brand. Robilant Associati SpA from Milan has focused on brand identity at a very early stage. The Italian brand and design consultancy company considers itself as a kind of “laboratory of the renaissance 2.0,” as General Manager Roger Massimiliano Botti puts it. Robilant focuses on long-lasting solutions and customer relationships and emphasizes working with clients and not for clients.