The uniques brand was conceived to convey the essence of its concept, to reflect the character and values of the event, to express the spirit of a savoir vivre that is exclusive, inimitable and unique in the experiences it brings to life. The creative project is the result of a process of analysis and research which drew on the expertise of Carmi e Ubertis, Milan, and their staff of specialists in the art of communicating an aesthetics of contemporary luxury that is beyond style, fashion and personal taste. They formed a team of creative specialists in the written word, together with type designers who speak the visual language of letters, modulated through a masterful understanding of colour and shade, as well as the art of printing and binding.

The aim was to create a brand image which allows the works exhibited to speak the essence of their own unique nature, simultaneously conveying uniques' extraordinary power to showcase every creation in a manner that speaks the language of collectors, experts and connoisseurs of beauty. The team's first strategic decision was to take the name "uniques" and ally it with "special ones" to divest it of any association with "alone", transforming it into an evocation of creations that are "exclusive", "peerless", "authentic" and "inestimable". They then developed a typestyle that reflects the creative process behind the works exhibited, being based on an existing typeface with a contemporary design that is elegant without being baroque, and modern without being ephemeral. Manual creative touches accentuate the grace of each individual letter's contours, focusing on "q", "e" and "u" in a secret play on the initials of the words that encapsulate the essence of uniques: Quality, Exceptional and Unique. Completing the architecture of the graphic design, a modular motif built around the logo allows it to be repeated infinitely in a texture capable of emblazoning areas, installations and communications media with the full character and heritage of the event, even when the logo itself is not present.

The colour palette was likewise chosen to be complementary without being obtrusive, providing an understated foil to the rich diversity of works exhibited, just like uniques itself.

The uniques special ones® prize

When unique objects that originate from the creativity of human genius are exhibited, time seems to magically stand still, frozen in the object itself, that exists outside its time frame, in an age that is always contemporary. Unique masterpieces, cars that still look as though they have just emerged from contemporary designers' minds; the uniques prize was inspired by this, along with the creativity of Gianmario Corti. The graphic element of the prize which identifies the event is "unique", representing layers of time: a series of strata originating from a unique, unrepeatable randomness, the fruit of months and months of handcrafted workmanship, created ad hoc and sectioned in order to make them visible, like a tree trunk that holds the memory of the passing of time in its rings, freezing it in an instant that is unique.