“It seems to be a cliché but the passage of time teaches us to be introspective and to treasure the new awareness that emerged: this is the process that allowed us to reach the certainty that the visual identity in place, whose highest expression is the new logo, no longer represents the real values of Comelit: a solid, reliable company close to its customers, suppliers and collaborators. The first result of this process was the new claim, With You Always, which fully reflects our attitude but doesn’t mark a real “before and after” in the history of Comelit.
So what's the next step? We deemed necessary to act in order to represent and certify a real change, not because we believe what came before was old or ugly, but simply no longer suitable for what we represent today.
The new logo, the main communicator of the visual identity, represents all the values that belong to us and make us unique and competitive in the market. This is a strategic choice, which is not based on a mere graphic and aesthetic issue, but rather aims at favoring the identification of Comelit, as a robust, trusted and people-focused company”.
Edoardo Barzasi
What is a Brand?
The term Brand defines the trademark, the name, the graphic symbol or a combination of these elements that distinguish the company from any other in the market. More deeply, the Brand represents the unique and unrepeatable identity of a company or its history, its products and services, its collaborators and customers ...and more! The identity reflects the personality and values that a company wants to convey and communicate and inevitably undergoes a change over time, which reflects both the change in the market scenario in which the company operates, and the awareness that the company has of itself.
For this reason we realized that the existing visual identity could no longer represent the real values of Comelit and we therefore chose to change it, through a new claim and logo which, even before a graphic sign, is an identity element that expresses Comelit personality and the way in which we want to be perceived: solid, reliable and close to our customers. In particular, a distinctive element of our personality certainly is our will and ability to be by the side of people (it doesn’t matter if they are customers, collaborators, suppliers and distributors) in every significant moment and to always place them at the center of our attention! In practical terms, it means proposing the best product and service solutions, guaranteeing installation and programming in an easy and quick way and providing an on-call, available and competent pre- and post-sales assistance service. This strength is expressed in the new claim "With You Always".
Changing identity requires determination, courage and above all self-awareness.
The new visual identity is also redifined through a new logo, which is only the tip of the iceberg of a long and reasoned evolution process, whose primary objective is the enhancement of the corporate mission and of its values. A new logo, fresher, cleaner and more contemporary, which concedes nothing to the superfluous and is aimed at enhancing the perception of solidity, constant presence and daily commitment to serve our customers.
We pass from a logo that lasted almost 20 years, built on the basis of Neuropol, a large and futuristic font with clear references to the Bauhaus school, to a logo built with a custom font designed on the basis of Gotham, considered among the "freshest" of recent years, which is inspired by the geometries of Manhattan buildings and which in turn derives from the more famous Futura.
The use of capital letters and bold is preferred in this strong and distinctive character, to emphasize the solidity, reliability and presence of the company, with equidistant letters to affirm the equal closeness to each person linked to Comelit. In the design of the new logo, the two initial letters - the green "C" and the blue "O" - drawn as hugging until the point of almost merging with each other, in order to transmit the perception of the presence of an infinity symbol (“Always”).
But not at all! Also new colors, with a new and more advanced palette where the two main colors stand out: a new green, the Pantone 7480 C, more vivid, brighter and more vibrant, the colour of vitality and energy, combined with a very dark blue such as the Pantone 532 C which not only recalls the origins of Comelit, but which is also the colour that symbolizes infinity, once again referring to 'Always'.
In addition to a new visual identity, we have also created a new "sonic brand" that models the emotional experience associated with our brand: an immediately recognizable sound that represents us and evokes a strong hug, difficult to forget.
It is the 5th change of the company logo since its foundation in '56, it is the most significant and clearest change with the past. It is a very thoughtful and courageous choice, as is any change of this magnitude. We have a promise, which is the essence of our commitment and we are ready to keep it, making it concrete with determination and courage, with passion and responsibility: Comelit, With You Always.