Brand Identity

A new brand identity for the Italian fine paper manufacturer.

Pentagram has designed a new brand identity for the global paper company Fedrigoni. Established in Italy in 1888, Fedrigoni has a long tradition and relationship with creativity and design at the highest level. Best known for its fine paper, its products are loved by the design industry and used widely for everything from printing, editing, labels, bookbinding and packaging. 

The design team was asked to create a global identity for Fedrigoni, rationalising its current sub-brands (including recently acquired brands such as Ritrama) and creating a new identity for the Pressure Sensitive Labels (PSL) division.

Fedrigoni recently released its Paper Box—a sculptural and highly collectable sample box designed by London studio Graphic Thought Facility (GTF). The minimal approach features the word 'Fedrigoni' in upper case, set in GTF's carefully redrawn version of Italian designer Aldo Novarese's 1968 font Forma.

Although it explored other approaches, the design team recognised the impact of GTF's confident application of Fedrigoni's wordmark in Forma and saw its potential to represent the Fedrigoni brand as a whole. As a result, the team decided to change the existing Fedrigoni logotype (set in the French typeface Peignot) to a redrawn version using Forma. This perfectly signifies Fedrigoni's new global identity: strong, bold and confident and celebrating its strong Italian heritage.

Pentagram worked with strategist Federico Gaggio to align Fedrigoni's brand architecture, which now encompasses the main Fedrigoni Group brand, its Paper (including B2B and B2C brands) and Self-Adhesive Units, and Distribution. While certain sub-brands (such as the much-loved Fabriano brand) retain their original identity, the brands which form part of the Self Adhesive division share the same design language as the main Fedrigoni brand.

At the centre of the new identity, the new wordmark has been designed to be as flexible and adaptable as possible for its many different applications. Joining the wordmark is a refined version of Fedrigoni's shield, featuring its traditional ladder motif and the date the company was founded. The wordmark and shield can be used alone or combined, as well as alongside the name of the division.

The design team introduced a custom version of Forma DJR by David Jonathan Ross as the main typeface. A modern interpretation of Aldo Novarese's Forma, it is used in two weights, Text Regular and Text Bold. It complements the wordmark, offering clarity, function and legibility while referencing Fedrigoni's Italian roots. 

The new identity is primarily monochrome, with a black and white palette supported by a suite of cool greys. Sophisticated and modern, it acts as a framework to showcase the world of colour that Fedrigoni inhabits and allows Fedrigoni's product, content and imagery to remain centre stage. 

While the main identity is monochrome, the self-adhesive product brands such as Arconvert and Ritrama each have a unique colour assigned to them. Product photography across all the brands uses rich, saturated colour, dynamic composition and bold use of light and shadow. 

The new brand identity is designed to work seamlessly across a wide range of applications, from social icons and business cards to building signage and the lorries which transport the paper to customers around the world.

Pentagram has designed a striking new identity for Fedrigoni reaffirming the paper company’s global presence and its commitment to design and creativity, referencing its rich Italian heritage while looking firmly to the future.

Harry Pearce
Project team
Richard Clarke
Tiffany Fenner
Federico Gaggio (strategy)
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