RE-BRANDING
DAINESE.
THE WORLD'S FASTEST COMPANY
FROM EARTH TO OUTER SPACE.








For over a decade, Dainese had been using a logotype and wordmark for their company.
We was engaged for this re branding project because of our Abarth and Scrambler Ducati re branding experience.

Our idea and strategy was to be very surgical.
From complexity to
simplicity, in a way that if someone do not pay attention to it, can not even notice the changes.
Because change can be surprising and divisive especially if it’s a brand people already know and love.























DAINESE SETTANTADUE

is a sub brand of the Dainese Group inspired by his own heritage, it is a contemporary interpretation of the history of riding wear, dedicated to famous pieces and replicas made with contemporary safety technology.

The problem to solve was to keep the autenticity and values of the original Dainese brand born in 1972.
Inspired by vintage Dainese wordmark, to stay authentic we decided to go the old school way, by re making an hand made classic vintage Dainese lettering.












AGV LEGENDS





AGV has been a leading force in helmet design and motorcycle racing since its foundation, Founded in 1947 by Gino Amisano, AGV rapidly won a great reputation for it

s innovative designs and materials, tested on the racetrack and developed with sponsored World Championship riders, including 15-times Wo

rld Champion Giacomo Agostini, Renzo Pasolini, Paso and modern MotoGP legend Valentino Rossi.

The problem to solve was simple. “Never touch the Icon” was the strategy adopted, keeping the original logotype as it was. We just add a hand made Legends callygraphy and a simple payoff in Italian language: Caschi da corsa dal 1947 - Racing Helemts since 1947





Client: Dainese Group
Client: Ceo, Cristiano Silei,
Brand director Fabio Muner
Brands:
Dainese,
Dainese Settantadue,
AGV Legends
Year: 2017


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BACK


Strategy and Creative direction:
Luca Pilutza
Design:
Luca Pilutza, Riccardo Sorgente, Claudio Mezzo.
Typology:
re branding, art direction,
creative strategy, style scapes
wordmark, type design, payoff.
Agency: 515





 
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