An identity is not measured by how well it manages to stay the same.
Fifty years are long enough to move through different eras, technologies and languages. For a company, they mean something even more complex: building recognition over time, while understanding that recognition cannot be separated from the ability to change.
The story of a visual identity is also about finding this balance. Some elements become familiar, almost invisible precisely because they have become part of the memory of those who encounter them. And then there are moments when that same identity needs to take a different form in order to remain present.
For Bonomini, its 50th anniversary also became an opportunity to renew its logo.
Not a break with what came before, but an evolution built on a history shaped by expertise, experience and the ability to adapt to change. The new mark retains the elements that make Bonomini immediately recognizable, while updating its form to accompany the present and what comes next.
It is a subtle distinction, but an important one.
Because renewing an identity does not necessarily mean starting over. Sometimes, it means understanding which traces of the past still have something to say, and which belong to a time that no longer exists.
Communication also operates within this space: between memory and transformation, between what a brand has been and how it chooses to be recognized tomorrow.
Fifty years, then, are not simply an anniversary to celebrate.
They are a point from which to look.
On one side, everything that has shaped an identity over time. On the other, the responsibility of giving it a form capable of moving through what we do not yet know.
Because looking at your history does not necessarily mean looking back.
Sometimes, it means understanding where to begin in order to move forward.
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STUDIOJITI Strategic Communications
Narrative as form. Presence as design.
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STUDIOJITI Strategic Communications
Narrative as form. Presence as design.
