Midi's new Tignè Point logo reflects living, leisure balance

MIDI HAS approved the official logo which will form part of the brand identity of Tignè Point. Inspired by the Maltese cross, architecture and natural Mediterranean colours, the logo consists of two parts: a symbol which is known as the "star" and the name of the new urban centre: Tignè Point.

The up-market area will consist of both commercial and residential units of the highest standard set around a landscaped 8,500 square metres plaza of cosmopolitan lifestyle with a unique Maltese dimension.

"MIDI commissioned Fitch:London to create the brand identity for Tignè Point with the aim of communicating the premium values, heritage and contemporary offer of Tignè Point," explained MIDI's chief executive Ben Muscat. "Fitch had already worked on the master planning and mastervision of Tignè Point. Renowned Italian design firm Pininfarina also collaborated with Fitch in devising the final identity, particularly during the crucial creative stage when design executives from the Italian firm teamed up with design consultants from Fitch in the latter's London studios to evaluate various branding strategies and eventually focused on the chosen brand identity.

"It is always important to create a balance with the logo, and it is very hard for any logo to convey all of a company's values. However, the Tignè Point identity seems to go a long way to achieve this, and will be a powerful tool in communicating what MIDI plc will be achieving at Tignè Point," said associate director-design at Fitch:London David Roberts.

"It is a very distinctive and powerful identity and it will act as the key identifier for "a perfect balance of leisure and living".

Mr Muscat said: "Our core brand colour at Tigne' Point will be green and it will be the most prominent colour in our design language. It is indicative of our natural Mediterranean location. Warm grey is our contrasting colour which brings in a contemporary addition to colour palette emphasising the contemporary approach to the whole project. The sandstone yellow represents heritage and use of local building materials. The accent of blue represents the sky and water that surrounds Tignè Point."