Italian Trademark Museum
 
 
 

The Coni logo

 
Marchio Coni
Marchio Coni
Coni - Porta tessera
Marchio Coni
Coni - Poster
Marchio Coni
Coni - Tessera
Coni - Tessera
Marchio Coni
Coni - Attestato
Marchio Coni
Coni - Medaglia
Coni - Editoria
Coni - Totocalcio
Coni - Diploma
Marchio Coni
Coni - Museo del Marchio Italiano
Coni - Bozzetto
Coni - Banner pubblicitario
Coni - Museo del Marchio Italiano
Marchio Coni
Coni - Pagina pubblicitaria
Coni - Pagina pubblicitaria
Marchio Coni
Coni - Merchandising
Coni - Merchandising
Coni - Pannello
Coni - Editoria
Marchio Coni
Coni - Pannello
Coni - Marchandising
Coni - Segnaletica

The history of Coni's logo

The CONI (Comitato Olimpico Nazionale Italiano) (National Italian Olympic Committee) was born in 1914 as part of the International Olympic Committee, with the aim of managing the organization and promotion of Italian sport through national federations. In the fascist period the organization became a stronghold, due to the importance given to sport and physical activities, considered as means for the Italian citizen to reach both physical and moral improvement. The first logo was designed at the start of the fascist period: the five Olympic circles sided by the fasces, the Italian flag and the acronym; all of it dominated by the royal crown. The fascist regime gave the CONI the same rights public-law institution with legal personality; in the liberal and republican Italy of the post-war period, the fasces and the royal crown disappear from the logo. Due to the consequent cut of the state funds which were keeping the company alive, the CONI decided to finance itself by managing betting over sport events (Totip and Totocalcio) through Sisal. To celebrate the Olympics, in 1960 the logo is restyled and simplified, trying to make it as essential and pure as possible: just the acronym, with the Olympic rings and one star. Due to the lack of regulations regarding logos, the logo could appear with a linear and straight font or a curvy and graceful one, and also without the rings. In 1968, after the first edition of the "Giochi della Gioventú" (Youth's games), the CONI appointed the restyling of the logo to Mimmo Castellano; an essential and defined logotype, of which the first three letters consisted of a ribbon. Such logotype suffered from a weighting, fixed successively, in 1984, through the introduction of light blue stripes to lighten up the whole composition. In 2004 the Italian sport federations went through an exhausting Olympic cycle, starting with Athens 2004 and ending with Turin 2006. The studio Inarea is appointed to come up with an "identity" for the Italian Olympic team, which will also become that of the CONI; a shield whose structure consists of lines departing from each letter of the world Italy (put on top) and converging in the ideal tip of the shield; also, the first three lines are green and the rest is red. The logotype Coni featured at first the font Frutiger in capital letters. After one hundred years of activity, the Coni collected an astonishing amount of medals thanks to our athletes, and it is the stronghold of sport in the life of each and every Italian. From those thoughts and facts, Coni drew the inspiration to restyle once more, in 2014, the logo, always appointing the studio Inarea. The logo is a comeback of the title with the Italian flag and the word Italy on it already seen on our soccer players' t-shirts (cfr. FIGC). It features a golden border, the word Italy dominated by the 5 Olympic rings, and the logotype CONI in Gotham font and capital letters.