Italian Trademark Museum
 
 
 

The Ariston logo

 
Ariston - Aristide Merloni
Marchio Ariston
Marchio Ariston
Marchio Ariston
Marchio Ariston
Ariston - Pagina pubblicitaria
Ariston - Pagina pubblicitaria
Marchio Ariston
Ariston - Pagina pubblicitaria 1988
Marchio Ariston
Ariston - Tavola manuale immagine coordinata
Marchio Ariston
Marchio Ariston
Marchio Ariston
Ariston - Sito web

The history of Ariston's logo

It was 1930 when Aristide Merloni set up a small mechanical workshop for the production of scales at Fabriano near Ancona. In 1954 production was diversified and the firm began manufacturing portable domestic-gas tanks and boilers. The production of domestic appliances was started in 1960 with the brand-name "Ariston". The name partially referred to that of the founder's but also to the Greek word meaning "the best". The first trade-mark was designed by Vittorio Antinori in 1963. To underscore the firms line of business in the domestic appliances sector, it portrayed a small house embellished by a plug and gas flame. "Merloni Elettrodomestici", a multinational corporation and leader in its sector on markets throughout Europe, was established in 1975 and "Ariston" became part of the new group. Bob Noorda, was commissioned to re-style the trade-mark, simply drew in a second orange line. When Merloni took over Indesit in 1990 it was felt that all the trade-marks needed a face-lift to strengthen corporate identity and to improve their visual impact in a more modern style without however over-distorting their consolidated image. Bob Noorda was once more enlisted to do the job and now the trade-mark appears more essential, compact, and stylised, especially the flame. The lettering was reconfirmed and the little house positioned to the left of the logotype. A metalised version of the same trade-mark appeared in 2001. In 2003 a further stilization of the house and the lettering follows. The last restyling strengthens the logo making it more modern and dynamic: the graphic elements have been positioned inside a red rectangle, so to have a distinct and precious tone, qualities in harmony with the importance of "personal relationship with the customer" which has always characterized the brand.