Pentagram provides Fedrigoni a barely new look
Fedrigoni was founded in 1888 and has longstanding relationships with the creative industries. The Italian paper company's products are widely used for everything from printing and publishing to bookbinding and packaging.
The company hired Pentagram partner Harry Pearce to create its new global brand, merge its sub-brands (including recently acquired companies like Ritrama), and create a new visual identity for its self-adhesive division.
The inspiration for the identity came from Fedrigoni's recently published Paper Box of Samples, designed by Graphic Thought Facility, which included the company name in a redrawn version of the 1968 Forma font by Italian designer Aldo Novarese.
The design team decided to rethink the existing Fedrigoni logo, previously used in the French font Peignot, and also opt for a redrawn version of Forma.
The heart of the updated identity is the minimal new word mark, which is as flexible and adaptable as possible for the various uses.
Next to the new word mark is a sophisticated version of Fedrigoni's shield, which shows the traditional ladder motif as a symbol for the city of Verona and the date the company was founded. The word mark and the sign can be used individually or in combination as well as next to the name of the department.
Pearce and his team introduced a custom version of Forma DJR by David Jonathan Ross as the main font. As a modern interpretation of the original font, it is used in two weights, Text Regular and Text Bold, and is intended to complement the word mark.
The new identity is primarily monochrome, with a black and white color palette supported by a range of cool shades of gray. This stripped-down approach serves as a framework for showcasing Fedrigoni's more colorful products, content and images.
While the main identity is monochrome, self-adhesive product brands like Arconvert and Ritrama are each given a unique color, and rich, saturated colors are used in product photography of all brands.
Pearce also worked with strategist Federico Gaggio on the development of the Fedrigoni brand architecture, which now includes the main brand of the Fedrigoni group, its paper and self-adhesive units and distribution.
pentagram.com