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Entry no.: 94

26 Feb 2007, 1:34 PM

Tags: ,

Comments: 4

Branding Branding Italy

Italy's new logo and slogan — "Italy leaves its mark" — to promote tourism was designed by Landor Italy. As it always happens with this things, people automatically vociferate.


Reply no.: 1

26 Feb 2007, 2:26 PM


Why shouldn't they?

1. It's their right
2. You can't expect everybody to agree with a minority
3. Since a nation brand is NOT voted by means of a referendum (you just get stuck with it) it's as if someone branded you like cattle. Not so very nice.

Anyway, how about Romania's "FabulousSpirit"?

Reply no.: 2

26 Feb 2007, 2:52 PM


i'm not a fan either, i think the shape of the T is gratuitious, and makes the whole difficult to read as "IT". Also, the entire sign lacks grace, imho. And italy is really a culture where grace is a key value.

Reply no.: 3

26 Feb 2007, 3:40 PM


I'm sure such a large program is more than a Bodoni "i" with a red dot and and a green, organic "t".

As I know nothing about the objectives this move tries to accomplish or the problems it tries to solve, I simply cannot speculate. For instance, without knowing the positioning it is impossible to judge whether the logo is strategically appropriate or not.

Bottom line, this explains what's happening better than I can.

Reply no.: 4

26 Feb 2007, 4:47 PM


Many programs are complex - that doesn't mean you can't boil them down to an essential simple thing, which people can actually discuss & remember.

My humble opinion is only related to the symbol's graphic appearance. Which I find clumsy. It may be a subjective and superficial interpretation, but I don't know who's gonna give it any deeper consideration. We aren't living very profound times.

(actually, my short&honest guess is "the client chose the worst proposal and then messed with it too".)

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