70 years of design education in Milan. SPD Scuola Politecnica Design is the first school for design disciplines in Italy, founded in Milan in 1954. Bruno Munari, Max Huber, Pino Tovaglia, Rodolfo Bonetto, Walter Ballmer, Alberto Rosselli, Isao Hosoe, Heinz Waibl have all taught at SPD bringing to it their experimental attitude and a humanistic, multidisciplinary approach. The new logo and visual identity reflects the multidisciplinary approach of the school, delivering a friendlier with a rigorous typography. The visual identity is derived from the staminal cells of design, simple shapes in common between all design disciplines: circle, square, triangle etc.