Safilo: 70 years of style in the new corporate image

Safilo's new logo reflects the Group's history, that of a worldwide leader in the premium eyewear sector, a business that has made its name with products of enduring style and flair and constant commitment to technical research.

The Safilo name stands for competence, dynamism and innovation; elegance, solidity and prestige. These are the values captured in the Group's new identity, a powerful symbol that eloquently conveys the Group's positive image and that of its products.

Since the 1930s the Safilo logo has embodied the company's founding spirit, staying true to itself throughout changing times. The new visual identity is contemporary and will allow the Group to communicate more effectively with its target audiences.

Taking Safilo's graphic heritage and applying a gentle make-over with a soft pastel shade of blue, Safilo's distinctive style has been maintained. The slight inclination in the typeface expresses the Company's dynamic spirit and vitality. The accent adds impact and reinforces the values expressed by the new strapline 'freedom to look'.