Vignelli gives Ducati identity a kick-start

Classic Italian motorbike brand Ducati is relaunching with identity, branding and packaging by Vignelli Associates in New York.

For the past ten years Ducati has been renowned as a superior product but did not have any consistent graphics, according to a company spokesman.

While the company had a strong name, it never really had a strong logo. Consultancy director Massimo Vignelli, in conjunction with Ducati’s design team, has standardised elements of the logo and created a “clean and forward looking structure”, says the spokesman.

Stationery, point-of-purchase material, signage, showroom environments and packaging for the extended merchandising range will all be redesigned.

“Vignelli is adding a whole new level of sophistication to Ducati and the motorcycle industry,” adds the spokesman.

The Ducati colours of red, yellow, black and silver will be reflected in all collateral materials.

A flagship store opens in Milan in the autumn followed by one in New York and then London. The new identity will appear in September.

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