Menu

Brand

12/10/2009 - 00:00 AM

- + Text size
Print

The Telecom Italia brand, one of the best known in Italy, is associated with characteristics that include reliability and competence. 

300x225-TI

The evolution of the brand to some extent mirrors the changes Italy has undergone in recent decades. Visually, the brand identity has been transformed to reflect the company’s change from a monopoly to become the world's sixth largest telecommunications provider. Telecom Italia's ceaseless technological innovation has been and continues to be a driver of Italy's modernization and growth.

 

 

From 1994 to the present day

Telecom Italia S.p.A. was founded in August 1994 through the merger of five companies: SIP, Iritel, Telespazio, Italcable and Sirm.

The company took its place in a complex and rapidly changing market. Telecom Italia ceased to be simply a telephone company and began its transition into one of the world's top telecommunications industry competitors. At last, Italy had a single telecommunications company in charge of its domestic and international operations.

The company chose to highlight continuity as it forged a new identity and combined its multiple brands. The new Telecom Italia company logo retained the four red wavy lines that were first used in SIP branding in 1983, with Telecom Italia written in the same pearl grey font.

marchio-telecom-old

The new Telecom Italia company logo retained the four red wavy lines that were first used in SIP branding in 1983, with Telecom Italia written in the same pearl grey font.
As competition in the telecommunications industry heated up, every carrier had to differentiate itself and create a strong brand identity. Infostrada chose the colour green; Wind picked the orange colour.

From 2000 until today

It was not until the dawn of the third millennium that Telecom Italia decided to bring in a bolder shade of red.

It wasn't until 2003 that the Telecom Italia brand underwent a full update, when the shape and colour were restyled to be bolder and to enhance brand visibility. The four wavy lines were slimmed down to three gentler lines in a richer shade of red. The legend “Telecom Italia” appeared in a stronger, bolder font and in a more resolute shade of grey.

telecomitalia-it

The www.telecomitalia.it tag, highlighting the company's internet expertise, made its advertising debut in 2000.

the-next-thing

A new tagline – “Fixed-line telephony, cellphones, the internet, information technology, the next thing…” – was added in the summer of 2001.