Moleskine's iconic 'strapped' notebooks are as much a part of the idea generation process for creatives as too much coffee, not enough sleep and 'I'm off for a wander'. Many great creative concepts have been born on their pages on trains, in galleries, in front of the TV and, occasionally, in meetings with clients.

Over the past few years, the company has diversified into areas such as apps and print-on-demand services – and a new identity for the brand created by Milan-based agency Achilli Ghizzardi Associati is built around the concepts of flexibility, organisation and an open space for creative ideas to flourish.

What this translates into in real terms is a monogram of a three-x-three grid of squares featuring the curved corners that have been a notable part of the design of Moleskine's notebooks. The top-left square is replaced by a capital M from Moleskine's logo, which has been tweaked from the Copperplate original to create an original face.

As shown above, the squares are designed to be filled with content based on their usage – from photos and video to social media logos. It will be formally unveiled across Moleskine's first ever branded store, which opens in New York this month – and will be rolled out across the company's products and services in 2014.

A+G Achilli Ghizzardi Associati is an independent agency that was founded in Milan in 1985 by Franco Achilli and Guglielmo Ghizzardi. It creates brand and corporate identities than span exhibitions to information designs – and has produced over 150 logos to date.

The new logo is likely to prove less controversial than the company's attempt to 'crowdsource' a logo for its Moleskinerie blog in 2011 through a 'competition' on design site Designboom, which was followed by accusations that the brand was trying to exploit designers by asking them to create spec work and led to Moleskine dropping the project and apologising.