Every city is a brand. Like all places, cities have their own unique characteristics. It is not just a question of geographical locations. Each city expresses a unique way of being made up of history, relations with the world and specific values. Talking about cities and brands is the same thing, every city is a brand. The Hello prefix was the starting point for constructing the tourist visual identity of the city of Rapallo. Hello is not only an informal greeting, but was the actual expressive choice of identity. Graphically, Hello Rapallo is arranged in the form of a wave, emphasising the link with the sea on which the city overlooks.