A new logo, a new corporate tagline and a new address. Altagamma celebrates its 25th anniversary in 2017 and marks this milestone by modernising its visual identity. The new site at 9 Via Monte Napoleone, more spacious and representative, places the association at the heart of Milan’s prestigious quadrilatero fashion district.
A new logo
The evolution of the Altagamma symbol was the work of Robilant Associati Spa. The icosahedron, designed by Leonardo Da Vinci for the De Divina Proporzione treatise by Luca Pacioli, was chosen to symbolise “beautiful, high quality and well-crafted” Italian products. The original symbol was maintained but lightened and stylised. Using the colour red, the icosahedron acquires a more dreamy and emotional feel, softening the rationality of the original geometric shape.
A new corporate tagline
The tagline “Italian Creativity and Culture”, chosen from the over 100 proposals put forward by Annamaria Testa, fulfils the need to associate the “Altagamma” name with a definition that indicates its positioning. In Italian, consistent with the Foundation’s commitment to promoting the Italian language in tandem with the Italian Foreign Ministry. In addition, in 2012 the Altagamma businesses were recognised by the European Commission as cultural and creative industries thanks to the work of the ECCIA (European Cultural and Creative Industries Alliance).
A new address
In February 2017 Altagamma left its historic offices at 36 Via Carducci, inaugurating its new site at 9 Via Monte Napoleone. A symbolic address, in the heart of Milan and at the centre of the Quadrilatero fashion district, to underline the pivotal role played by Altagamma. The offices were designed by architect Piero Lissoni, Honorary Member of the Foundation, and the interior design echoes the concept of an “Altagamma House” that welcomes members.
