Rome has launched a line of merchandise aimed at promoting the capital to the tourist market, with the first items going on sale in the capital in mid-January. The Rome-branded objects will be split into two categories: Linea Top comprising items of clothing, and Linea Turistica which includes accessories, publications, souvenirs, food and drinks.

The city said its five-year plan will not cost it anything, and estimates that the merchandise will generate it over €3.5 million, the majority of which will come from royalties. About 70 per cent of the products will be made in Italy, and all can be authenticated by an anti-counterfeit hologram.

The Linea Top items range in price from €29 to €550 and will be on sale at 50 designated stores around the city. The Linea Turistica products, ranging from €2 to €60, will be available at outlets near Rome’s monuments and museums, as well as on newsstands, in tourist information points, bookstores and in the bigger supermarkets. The Rome-branded items will also be made available online through the city's website.

The Rome logo was selected in October 2010 following a national competition which was won by Antonio Romano of Turin. His design centres around the already well-known symbol of Rome: the bronze statue of the wolf on the Capitoline hill. The logo comprises the word "Roma" in gold and red letters while the sculpture's column with stylised wolf on top forms the letter "m".

The capital said its branded-products were in line with other major cities such as New York, Paris, London, Barcelona and Berlin.