Re-branding Dainese. The World's Fastest company from Earth to Outer Space
When 515 was engaged to solve this challenge, I was excited and scared at the same time. I knew changing logotypes is always risky. When a brand is so iconic, full of passion, loyalty and innovations, someone gonna hate it.
DAINESE is a company dedicated to producing the most effective safety solutions in every area where Athletes keep pushing forward the human body and mind to surpass their prior achievements, from Racing tracks to The Outer Space.
THE CHALLENGE: For over a decade, Dainese had been using a logotype and word-mark for their company. They come to us asking to re brand and design a new one as we had done some years before for the Scrambler Ducati and the Abarth car company, the need was to create an Umbrella Identity for the Group able to fit all the other brands under it: Dainese, AGV helmets, and POC.
THE PROCESS: From complexity to simplicity.
Discovery, Research and Thinking. was the most delicate and valuable part of our job. You never know the result when you start. Here is where the needs meet the ideas, trough research, and conception. It is useless to start to design if you do not diagnose and outcome the challenge.
THE STRATEGY: "Never Touch an Icon” Was the creative and strategic idea behind this design. Dainese did not need to redesign the symbol, "the Speed Demon" is an icon, and we turned down the logo design.
My aim is always to be very disciplined and respectful about icons and brands. Great brands only develop symbols when there is a compelling strategic reason to do so. Because visual identities only work through familiarity, perception and purpose. We all agree that the common idea was to start with putting the emphasis on the name and trying to find a simple, progressive contemporary focused way.
VISUAL IDENTITY: Will it be an evolution or a revolution? How will the logo change? What about the typography? And how will the color palette tie in with everything else? It’s all very exciting.
Re-branding isn’t simply a shiny new logo. It involves research, discovery, define and a strategic overhaul that can completely transform public perception. For better or worse! Our idea had to be very surgical, so that if you do not pay attention to the new one, you can not even notice the change. Change can be surprising and divisive especially if it’s a brand you already know and love.
At Dainese all INNOVATIONS are inspired by Humans, developed in close collaboration with their pioneering users, designed around their needs. Humans like multiple world champion winners Valentino Rossi, Giacomo Agostini, Barry Sheen and many other. America’s Cup champions Emirates Team New Zealand, astronauts Andreas Mögenden and Thomas Paquet. And many other Dainese Riders and Athletes worldwide.
Dainese Group CEO: Cristiano Silei
Dainese Chief Marketing Officer: Mario Spitzner
Dainese Marketing & Communication Director: Fabio Muner
Dainese Marketing Manager: Chiara Cracco
Produced by 515 creative shop
Strategy, Creative direction and Design: Luca Pilutza at 515
Graphic Design & Tuning: Riccardo Sorgente at 515
Accounting: Riccardo Giacobini at 515
Relations: Riccardo Pietrantonio at 515
Thank you for reading.