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THE BRAND
The Alitalia logo in its various forms has always summed up the values of history, safety and “Italian-ness” as an emblem of spontaneity and warmth.
When Alitalia was founded on 16 September 1946, the first logo
was the “Freccia Alata”, a winged arrow representing speed.
Today, the “Freccia Alata” graphic emblem has become a symbol
of loyalty and is used by the MilleMiglia programme for its
prestigious frequent flyer club.
Twenty-two years later, the classic Alitalia logo was designed in
1969 and immediately became the Company’s distinctive image
all over the world, thanks to the strong visual impact of the stylised
“A”, the colours of the Italian flag and the image of a plane’s tail
rudder, formed by the letter A.
In 2005, a calculated restyling operation was carried out on the
logo to give it a more up-to-date look. The core elements were
maintained – the stylised “A” and the colours – as a link with the
Company’s history, tradition, and Italian-ness. But the image was
given a more dynamic shape, sloping backwards slightly, and the
colours were made stronger and more sharply defined.
The graphic approach used for the restyled logo was applied wherever the Company comes into contact with customers, starting from the aircraft livery, with the aim of giving the whole service chain – on the ground and on-board – an unmistakable image, especially for the new features: a more functional and attractive design for Freccia Alata lounges, the quick check-in machines, the Internet site and web services, as well as on-board materials. | | |
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