Landor Designs Logo to Promote Italy Worldwide
A symbol to evoke the country's rich heritage alongside the future - combining seriousness and irony, stability and movement, pragmatism and fantasy
Milan - 21 February 2007 - Landor Associates' Milan office is proud to announce their destination brand design for Italy has been chosen by the Italian Government as the brand that will support marketing efforts for the country around the world. The new visual identity was unveiled today in Rome by Prime Minister Romano Prodi.
Prior to issuing a brief on their needs and expectations, the Italian government conducted research that showed the country had lost ground against other destinations in terms of image and preference. Specifically, findings indicated that while a wide range of exciting artistic, natural and cultural activities characterize Italy, it is perceived to be less stable, mature and balanced than other countries.
Antonio Marazza, General Manager at Landor Milan says: "This new symbol expresses, to the rest of the world, a combined sense of pride in Italy's history with an awareness of our future potential."
More than 70 agencies across Italy were asked to submit design concepts for consideration and more than 100 designs were reviewed. The final recommendation to use the winning concept was made by a steering committee which included such Italian design and communications experts as Andrea Pininfarina, CEO of Pininfarina Design and Engineering; Laura Biagiotti, Italian fashion stylist; and Giampaolo Fabris, Market Researcher and Communications Professor.
Says Marazza: "Originally, we were proud just to be among the more than 70 Italian agencies asked to submit concepts. But we were even more honored to learn that one of Landor's concepts was selected by the government. When you think that the committee received over 100 ideas from Italy's best design agencies, it's a very big deal to be the winner."
In building its pitch-winning solution, Landor combined the idea of past and future - reflecting Italy's uniqueness as a country unified by passion and friendship but also marked by originality and diversity.
The use of 18th century type for the letter "i" - by renowned Italian printer and publisher Gianbattista Bodoni - evokes the world of classicism and tradition. The shape of the "t" is reminiscent of more modern design: the soft curves suggest movement, happiness, flexibility and fantasy.
The other letters appear in Futura type to express rigor and modernity, while the lower-case style is informal and welcoming. The color black renders the logo concrete, solid and stable. The red dot adds passion, energy and warmth, and together with the green "t," completes the tri-color scheme making the reference to Italy irrefutable.
The iconology and originality of the two letters combined to create "it," lay groundwork for not only a logo, but also an intriguing and sustainable communication campaign, especially in an international context:
"The logo was developed by Landor's Milan office", Marazza concludes, "but it is Landor's experience in destination branding around the world, and our global network of branding professionals, that were key to helping us understand how Italy is perceived abroad, above and beyond the government's initial research. This led us towards our fresh, original interpretation of a symbol that represents Italy's role for global tourism."
The Italian Government first applied the new identity to their tourism portal, www.italia.it, and is planning to use the new logo in a number of advertising campaigns, trade fairs and other promotional activities, both in the domestic market and abroad. Other state-owned and private organizations will be allowed to use it to endorse their activities.
For More Information:
Stephanie Brown
Marketing and Communications Director
Landor Associates
+44 (0)20 7880 8316
stephanie_brown@uk.landor.com
Mindy Romero
Manager, Public Relations
Landor Associates
(212) 614-5261
mindy_romero@landor.com
About Landor
Landor Associates is one of the world's leading strategic brand and design consultancies. Founded by industry pioneer Walter Landor in 1941, Landor has a rich heritage of brand strategy and design leadership. Partnering with clients, Landor drives brand-led business transformation.
Landor's holistic approach to branding builds upon the combined rigor of disciplined thinking and process and exceptional creativity. Landor's work spans the full breadth of branding services, including brand positioning, brand asset management, brand architecture, brand research, brand valuation, packaging and structural design, branded experiences, brand engagement, corporate identity design and naming.
With 23 offices in 17 countries, Landor has an unrivalled client portfolio in destination branding, working with such countries, cities and regions as the Kingdom of Jordan, Saudi Arabia, Oman, Florida, Cincinnati, Hong Kong, Madrid and Baltimore. The Milan office has worked with such world-class brands as Azimut Yachts, Barilla, Costa Crociere, Ferragamo, Ferrari, Kraft Foods, Procter & Gamble.
Landor is part of WPP, one of the world's largest global communications services companies.
