Amico & Co unveils a new logo and look with the pay-off “Remade in Italy”
After a period of renewal that has seen the completion of a series of important investments in facilities, doubling both receptive capacity and company turnover, the Genoa based superyacht refit & repair shipyard Amico & Co has officially presented its new restyled company logo.
Whilst remaining faithful to the solid, historical identity of the company, legibility has been improved by a horizontal layout, which also permits univocal branding on all communication tools. The Amico family name is emphasised by the rectangle encapsulating the logo, which also draws attention to the importance of the partners and of the production network represented by the lettering & Co.
“Our new logo looks clear and consistent, absolutely in line with our company mission,” commented Alberto Amico, Chairman of Amico & Co.
Amico & Co’s previous logo was created in 2006 and has served the company for almost a decade. During that period, the market in which Amico & Co operates has expanded radically – in 2005, just 6% of newly built yachts were longer than 60 meters but by 2013, this number had doubled. The fresh direction in communications aims to underline the Amico & Co brand’s core values of high specialisation and professionalism, whilst at the same time appraising the brand’s strong connotations with Italian excellence in the field of engineering, applied to the international yacht refit & repair market.
This is the starting point for the new ad concept: “Remade in Italy”. In a country where one breathes history, art and talent on every corner and where past and present meld into one, everything can find beauty once again. This is exactly the vocation of Amico & Co, to give yachts new life, making their original beauty shine through once more, whilst also increasing their value. This is achieved through the passion Amico & Co has for its work and through the skills of its seven specialised departments with their typically Italian know-how.
The ad campaign, to be run in all the major international superyacht press and created by Meloria, features a statue inspired by classical Italian sculpture, a universal example of professional artistry and beauty. Closer examination of the statue’s head reveals that over time half of the features have crumbled away, but the statue is ready for reconstruction thanks to modern technology, symbolised by the reticulated motif. This image shows the blend of artisan expertise and engineering, craft and technology that is behind all these improvement works, carried out daily by Amico & Co over the last 24 years.
