Indesit was founded in 1953 with the name Siprea, the plant belonging to the Rosacea family which is typical of the Southeast Asia region, and its first product were coolers. In 1956 changes its company name two times: first to Indel (INDustria Elettrodomestici) and then, to Indes (INDustria Elettrodomestici Spa). Its logo consisted in an ellipse topped by a crowned shield in which the acronym was inscribed. In 1961 the company changed its name to Indesit, with the "t" added to emphasize the Italian identity of the brand; the logo looses its ellipse and the dots of the acronym. Landor and Associates were commissioned to restyle the trade-mark in the early eighties. The initial followed by a red punctuation mark in lower case lettering without serifs was now set in a black rhombus with rounded edges. In 1987 the firm was taken over by Merloni Elettrodomestici and in 1998 a strategic repositioning was decided on. For the occasion Wolff Olins designed a new trade-mark featuring original lettering and a sign obtained by combining the "i" with the typical knob fitted on electrical appliances, all in characteristic pale-green. An out-of-date trade-mark was thus revitalised and response was from the start highly appreciative.