Calligaris: Brand Identity
Brand repositioning and trademark restyling
Milan, 28 October 2008
After 85 years of activity, Calligaris looks to the future and invests in a major brand repositioning and promotion
plan.
Calligaris’s future plan is based on three key factors: internationalisation,brand policy and strategic retail orientation. The investments and operations arising from this plan made it advisable to make the brand’s positioning and values more effective by focusing more on consumers.
The new logo uses Calligaris’s classic red colouring together with more modern lettering and a new slogan: Italian Home Design since 1923. An appealing symbol
is included next to the logo, a stylised woodpecker,which not only boosts the logo’s impact and uniqueness, but will also help to make it more visible and memorable in, above all, international markets where people won’t necessarily have to read the logo to recognise and remember it.
