In 1923, the young entrepreneur Secondo Ercole, born in Asti, founds the SALPA (SocietàAnonimaLavorazioneProdottiAlimentari; Anonymous Food Processing Association), with the aim of distributing fresh produce; together with his wife, Piera Campanella, he decides to exploit the overproduction typical of his homeland, by commercializing preserved produce to be eaten at any time of the year. In 1939 the company changes its denomination to SACLA, acronym of SocietàAnonimaCommercioLavorazioniAlimentari (Anonymous Processed Food Retailer Society), without the stress on the last letter. In 1939 the first logo appeared, in blue and with the miniscule characters with different sizes, vaguely calligraphic. In 1965 the logo undergoes its first change: a new logotype, with a printing character font, encased by a blue house, to communicate family values. Stoned olives were an original idea of the Ercole family; in 1966 the company appears for the first time on TV, with and advertisement made for the Carosello to attract customers. This will appear to be crucial for the success of the brand, which was changed to Saclà to be more musical, creating unforgettable jingles like: “Olivolì, Olivolà, Olivolì, Olive Saclà!”. In 1969 the restyling left the letters with the same height. Successively, in 1974 the whole logo is completely changed, abandoning the old layout and appearance in favor of a new combination of colors, shapes and aspect. The characters are in capital green font, topped by a simplified red crown; slightly underneath, a line beneath the base and a frame; this logo had been designed by Gio Rossi. In 1981 the logo is modified yet again (the crown element): the three circles become half-circles cut horizontally, and the straight line is reduced giving space to a thicker golden frame surrounding the whole logo. In 1998 the crown is completely changed, with a string-like element which goes through its whole body; the font stays the same. In 2003 Saclà changes yet again the way it represents its products on the dining tables of the Italian families: the new logo emanates the passion for the good Italian food and the constant struggle to offer excellent products to its customers. The crown is further simplified, obtained with a string that shapes its superior part; right underneath the inscription Saclà in capital letters the word “Italia” is added, because of the huge success in foreign markets. The TV advertisements gave a really simple message: to feel like a “king” every time you dine, there is nothing better than eating Saclà delicacies. To tell the story, an exceptional testimonial was chosen: Emanuele Filiberto Di Savoia.