Regarded as the birthplace of the Renaissance, Florence is the capital city of the Tuscany region in the Florence province. Art, architecture, and history abound. Its city center has been declared a World Heritage Site by UNESCO. It is considered to be one of top fashion capitals of the world. Etcetera. Last July, Cittá di Firenze (City of Florence) — and Audi (the cars, yes) — organized a contest to design a new logo for Florence, one that would complement the official Florentine lily motif seen in the city’s flag, coat of arms, and existing logo. The brief called for a logo that would work for: “the promotion of Florence, a national and international level; for the communication of innovations and changes in the territory; for the communication of culture and tourism; in the optical business, including activities of merchandising and licensing; as a mark of quality, venues, products and services and the municipal administration of the territory”. From 5,000 submissions, filtered to 29 finalists, the €15,000 prize-winner was Fabio Chiantini.