Manual for implementing the Benetton corporate identity.
Text from design: Vignelli exhibition label:
Benetton Corporate Identity
Manual of graphic standards
In 1995 we were asked to design a new Corporate Identity for Benetton and related Companies of the Group. We began to set up a design office, hire good designers, and computerized the whole office. Every identification need as analyzed and designed to for in a consistent graphic program. Luciano Benetton, the founder of the Company, took a personal interest in the design of this program and participate daily on its development. It was a great experience and a very pleasant one. We retained the existing logo, but restructured it, to give more tension to its details. Since we believe in certain equities, we retained the color green as the Company chromotype. We designed a whole set of structures to accommodate all kind of communication needs. The program has been applied worldwide since 1996.