Brand

The simplification of the name and brand follows the Group’s international development strategy, oriented in particular towards the growth of the European market.

An evolution for the purpose of simplification, part of the new Strategic Plan for the three-year period 2011-2013, to send a signal of greater familiarity and closeness to the customers and the market.

The name change is accompanied by the restyling of the brand, intended as a symbol of continuity. The lines of the pictogram are now softer, the “full-empty” effect is more harmonious and the Pantone is brighter yet still in the range of reds. The new brand maintains and capitalizes on the “brand equity” of the company, while at the same time presenting it with a more modern and dynamic look, in line with the trend towards innovation that marks out the company in its sector.