Zafferano: the new logo

"This year marks the twentieth anniversary of Zafferano, the company I founded in 2001 with the desire to create projects capable of decorating and personalizing environments, giving maximum expression to the functionality and aesthetics of Italian design. In these two intense decades, the brand has grown to a solid and recognizable firm. This change made it necessary to redesign the brand, starting from the logo; it’s a complex, articulated and delicate process that we decided to carry out nonetheless, as we believe that the company deserves a more representative image of its values, its objectives and of its current identity. Heritage, solidity, curiosity: I wanted the new logo to express these three concepts that inspire and guide our work. To convey continuity with our roots, we maintained the Pantone 199C red colour: a shade of vermilion which is a historical element of recognition, and which recalls the hue that in Murano is considered the rarest and most precious colour. We selected a rounder, bolder and more geometric font, to express the layered yet clear concreteness of the company. To add uniqueness to the brand, we have redesigned some elements - such as the "f", whose shape recalls both the iron prow-head of the gondolas, and a periscope that gazes the horizon. The new Zafferano logo will then be flanked by three declinations, to identify the three brand divisions: Zafferano Tableware, known for its coloured tableware; Zafferano Lampes-à-porter, a wide and differentiated range of portable and rechargeable lamps; and the new Zafferano AiLati Lights division, which brings together, under one brand, the lighting products of the former AiLati and Zafferano Bespoke catalogues. We will replace the previous logo with the new one in all communication contexts. Subsequently, all the elements of the corporate identity will be updated and redesigned if necessary, with the aim of giving the company a renewed and recognizable look that inspires trust and establishes immediate emotional contact with our audience. These changes won’t affect the quality of our products and services, on the contrary we are convinced that the new image of Zafferano will soon persuade and entice all our stakeholders." Federico de Majo, CEO Zafferano