New 2006 logo

2006 is an important year for La Sportiva. The moment has arrived to officially introduce the company’s new logo, a restyling of the traditional logo, whose objective is to make more actual and to reinforce the identity of the brand, without upsetting the image and the history of the company. Lorenzo Delladio, general manager of the shoe manufacturing company of the Trento region, explains us the developing process of the family logo.
Oscar Durbiano

La Sportiva 2006: the evolution of the species
The company’s logo of la Sportiva has been updated after a long history of important results and great emotions that has lasted for 78 years. While elaborating the restyling of the logo, the objective has been to underline more powerfully the identity of La Sportiva logo, obviously with the innovation and change of the logotype, but without upsetting the image and history of the company. The success of a logo is determined by its capacity to evolve, to satisfy the requirements of communication, to create positiveness and identification in the collective imaginary. As a matter of fact, to change, for us, doesn’t mean to radically turn around. The successful companies carry on their changes of image very slowly, but continuously, through modifications of single details, in synchrony with the changing of the needs and the values of the reference targets. The identity of the logo must find new aesthetical languages, to communicate with a new public; otherwise it would risk not to be perceived anymore. The studied solution projects La Sportiva towards the future, nevertheless without forgetting the past. As a matter of fact we have imposed ourselves to respect those essential aspects, the basic requirements that, over time, have given life to the identity, not only of the brand, but also of communication and product. The new logo comes from a vision of the market and the communication towards the future, which imposes to coordinate all leverages that influence the identity of the brand, in order to create more value for the company and its customers. Our new identity of image, as we have realized it, is also underlined by a new pay-off, that characterizes with clarity and simplicity the future communication of La Sportiva company, making it unique and recognizable: innovation with passion.
Lorenzo Delladio