The Valletta 2018 Foundation has launched the official video related to the new corporate identity which narrates the experience of a boy named Ian during a visit to Valletta with his grandfather. The story is a reflection of the life of other children and young people from Valletta and other towns and villages in Malta and Gozo.
While the boy and his grandfather walk the streets of Valletta, pass by squares and visit historical buildings and shops, the boy notices, listens to and visualises the beauty of Valletta, its colours, sounds and characteristics that make it unique.
The experience of culture reflected in the city’s life, inspires Ian to interpret traditional aspects in his life in a new way and consequently the video ‘Valletta is my Orchestra – Ian the Musician’, came about.
Over the past days, the Valletta 2018 Foundation launched the next phase of its journey through a new corporate identity. This development sheds light on the shift from candidate city to a European Capital of Culture which is developing a strong Cultural Programme leading to 2018 and beyond.
The new Valletta 2018 visual representation defines an identity anchored in the uniqueness of the city, hence the tagline Belt Unika.
The Valletta 2018 brandmark is inspired by the original architectural plans of Francesco Laparelli da Cortona (1521-1570) with rows of streets set perfectly at right angles to each other with its layered, terraced visual appearance. This brandmark acts as the basis for an identity grid system unique to Valletta 2018.