The brand “Genoa” (italian city) + “Lex” (Latin for Law) brings aspects of modernity and cleanliness in its features and font, while reinforcing the idea of ​​experience and credibility, through a strong and well-structured symbol.

To represent the brand, a modern and minimalist reinterpretation of the coat of arms of Genoa was used, which as a vibrant port city on the northwest coast of Italy, combines the joy of its colorful and multicultural streets with a deep elegance and historical tradition. Its past as an important maritime republic is reflected in its vitality and rich cultural heritage.

The color palette was inspired by the brightly colored buildings and the navy blue that surrounds the city in a sober and discreet way.

The coat of arms that bears the griffin symbolizes this duality. With the body of a lion and the head of an eagle, it represents intellectual strength, authority, lightness and wisdom, qualities that define Genoa and the essence of the Genoalex brand.