Pentagram Designed Fedrigoni’s New Identity And It’s As Refined As You’d Expect It To Be

Posted inBranding & Identity Design
Thumbnail for Pentagram Designed Fedrigoni's New Identity And It's As Refined As You'd Expect It To Be

Fedrigoni is an established Italian global paper company founded in 1888. The company has always focused on excellence in the paper industry in producing quality goods for packaging, graphics, and self-adhesive materials.

Just because Fedrigoni has been around for a long time doesn't mean that their branding identity can't look elevated with nods toward the company's future. The paper company recently paired up with the infamous design studio Pentagram to develop a new identity that's monochromatic, refined, and contemporary.

"Fedrigoni has always embodied quality, craftsmanship, and creative excellence," said Harry Pearce, partner at Pentagram, in a press release. "We created this striking new identity to reaffirm the paper company's global presence and its commitment to design and creativity, referencing its rich Italian heritage while looking firmly to the future."

The new identity feels immaculately polished through minimalism and uniformity, and the refreshed logo is both flexible and adaptable. The brand wordmark is an updated version of Fedrigoni's shield highlighting their first year in business back in 1888 and a traditional ladder icon. Each piece, both the logo and the word mark, is strong enough to be used independently and together. A logo that can tap into its historical roots and get adopted through the branding system makes for a robust design. Having a logo and identity system that can work seamlessly throughout the branding system is essential for a brand that has a suite of products, and monochromatic identity allows for the saturated imagery and content to remain at the forefront of it all.

While the brand identity might seem simple, behind the scenes, there was a lot of extra work put in that might not be apparent at first glance. For example, the design team created a custom version of the typeface Forma DJR by David Jonathan Ross. This primary typeface offers a legible and modern font that works perfectly with the logo.

The new brand identity also references the rich Italian craftsmanship and history of Fedrigoni's roots while still maintaining a seamless representation of the brand's forward-thinking ideas. Frequently, brands that have been around since the 19th century are stuck in their ways and not willing to modernize. One of the company's main goals is to overcome a "that's the way it's always been done" mindset, and this brand refresh keeps Fedrigoni looking contemporary and seasoned, not a fixture of the past.