Italian Trademark Museum
 
 
 

The Trentino logo

 
Marchio Trentino
Trentino - Manifesto
Marchio Trentino
Marchio Trentino
Trentino - Manifesto Franz Lenhart
Trentino - Brochure Font
Trentino - Progetto
Trentino - Provincia Trento
Trentino - Manuale marchio
Trentino - prodotti
Marchio Trentino
Marchio Trentino
Marchio Trentino
Trentino - Editoria
Trentino
Trentino
Trentino - Manifesto pubblicitario

The history of Trentino's logo

In the late eighties, due to the suppression of the Ministry of Tourism, the management of this field was appointed to the single local tourism-promoting entities, transforming them from entities (ept) in independent company (apt). In 1988 the apt of the Trento induced a competition to decide the logo of the apt, so to improve both communication and visibility; the logo will represent the whole "Trentino system", a mix of people, businesses, local communities, natural reserves, traditions and history. The competition was won by Massimo Dolcini of Pesaro, who presented a butterfly seen from above, perfect to communicate the idea of a holiday in open nature; he used typical mountain colors and added the uppercase logotype beneath it; in 1990 a second version was used, with only two colors and a quote "recharge your life". Such version was considered too generic and not effective as advertisement for the winter; the strategy had to shift from the summer-focused concept of holiday. Therefore, in 2002, another competition was induced, this time with some precise limitations: in order to establish an historical continuity throughout the logos, the participants would have to evolve the logo, innovation without change. The competition was won by Giancarlo D'Orsi from Rome; for the restyling of the letters the designer took inspiration form the first affiches to advertise Trentino in the forties, such as in the poster by Franz J. Lenhart of 1947. The letters have each a different height, so to recall the jagged profile of the region. From the butterfly only the outline is kept and skewed, both to achieve dynamicity and recall the shape of the region; this was exactly what the apt was wishing for, continuity with the previous logos along with more impact and visibility. The composition characterized by geometrical shapes allows focusing on the two essential elements of the logo, which valorise each other. In 2009, after seven years, a need was felt for the restyling of the logo; some critics had been moved towards the readability of the logotype (it occupied only one third of the whole logo), and the consequential limitation in use; most important, it had been recognized the fact that if the two essential were to be separated, the logo would have lost his link with the previous logos and its recognition. The restyling was appointed tp the agency Minale & Tatterfiled of London; in the new composition the logotype, with its irregular contour of the letters, gives the idea of a land full of lakes, valleys, forests and dolomitic heights; this is also the reason behind the different colors of the letters, form light green to bark blue.