![](\"https:\/\/media.jumpgroup.it\/unika\/uploads\/2022\/09\/logo.png\"){kind=logo}
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A company logo: a story of values. When you talk about a company logo, you unfold the story of that company\u2019s values. Behind the evolution of a logo, there\u2019s much more than changing its graphic design and making it look nicer: there\u2019s the evolution of a company, of its values and its goals. Because logos tell us stories: the stories of the companies to which they belong. Its logo is the most direct and immediate way a company has to share its vision.<\/p><\/blockquote>\n
Our new logo: The first logo in history<\/h3>\n
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Which is the first logo ever created? First logos in history date back to Greeks and religious symbols. But the very first brand logos \u2013 if we may define them so \u2013 were coats of arms. Indeed, they used to tell the story of an eminent family through symbols, which were now stylised, now quite complex. And even coats of arms could go through aesthetic changes to keep up with the history of the family to which they belonged. Modifying a logo is no big deal.<\/p>\n
But its main typographic elements and the values it represents need to stay the same. For example, Coca-Cola has changed both its product\u2019s formula and its logo over decades, focusing on every curve and every detail, until they came up with the actual logo, representing modern Coca-Cola. Sometimes we only need to think about a product that its logo comes to mind and we immediately associate it to that brand values: Mercedes means elegance and reliability, Rolex means refinement and style, Apple means creativity and innovation\u2026 and we could go on giving examples like these for days.<\/p>\n
Our new logo: representing a company evolution over time<\/h3>\n
So, logos talk about companies. And if they go through changes in their graphic designs, they become the visual tale of the evolution of companies\u2019 visions. There is one specific question businesspeople, whether they are small craftspeople or tycoons, ask themselves when establishing their business: which role will my new business play on the market?<\/p>\n
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A business logo needs to show a company\u2019s role, choices, changes and need of revitalisation clearly. Therefore, it becomes a visual \u2013 and often tangible \u2013 symbol of the courage of businesspeople and of their will to put themselves out there. To sum up, logos tell the stories of companies through images, colours and sizes that need to be compliant with companies\u2019 business plans and with the evolution of the world out there, the one we create. Unika\u2019s logos tell our story and our mission through the graphic items we\u2019ve defined over time.<\/p>\n
Our new logo: how long does it take to develop a logo?<\/h3>\n
A logo may pop up to your mind suddenly, just like an idea, a creative flair, a spark. But its actual development is a meticulous, \u201cindustrial\u201d process. Choosing a proper design, which includes proper proportions and the perfect distance and harmony between the items, takes time. Just as it has taken time to evolve from hand-painted coats of arms to industrialised, mass-produced ones. It may take years, as well as meticulous research and careful development, before a logo can raise awareness of the message it conveys in people\u2019s minds.<\/p>\n
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Even 13 years. This is how long it has taken us to come up with Unika\u2019s current logo. It\u2019s not always been an easy path, but it\u2019s been exciting and studded with sleepless nights and bins filled with paper balls!<\/p>\n
Then, finally, we got to our current logo. We had to be courageous and overcome our fear, just as everyone aiming at achieving their goals, whether they\u2019re small or big, has always had to. Leaving their safe harbours towards less beaten paths, leading to a new, possible and interesting future: that\u2019s what companies need to do. At Unika, our logo has evolved over time together with our company and has been representing our natural inclination more and more precisely.<\/p>\n
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Our new logo. 2008: a historic year. Unika\u2019s first logo was created<\/h3>\n
2008 was a historic year: in February, Fidel Castro stepped down from his hegemonic position in Cuba. A few months later, the sacred flame of Olympia was burning in the sky of Beijing and announced the beginning of the Olympics, and Barack Obama became the first US Afro-American President. But 2008 will also go down in history as an annus horribilis: it was a black year for Piazza affari, which closed down 50%.<\/p>\n
It was a historically significant year of turmoil and big changes. It\u2019s in that time of transformation that Cento Fiori, a family company, established its brand: Linea Unika.<\/p>\n
The whole family (Alberto, Gabriela and their daughters, Sara and Selene) was preparing dinner in the kitchen, while brainstorming brand logo ideas. Every detail (graphic design, colours, font) had to represent the mission of the new brand: a made in Italy line of supplements conceived especially for sport horses. Linea Unika and its logo were born that day.<\/p>\n
Our new logo. Linea unika: from brand concept to first logo<\/h3>\n
Alberto, an expert in zootechnical nutrition and a businessman ahead of his time, is the actual deus ex machina behind Linea Unika. He aimed at conceiving and manufacturing a single product providing horses with a mix of supplements in a single solution. Ambitious, right? His ambition has led to Fortion 200, a 200 g single-dose product Alberto expertly manufactured himself. A high-quality, all-in-one solution providing all necessary substances for proper equine nutrition. \u201cUna soluzione unica, in un\u2019unica soluzione\u201d, that is a unique, all-in-one solution.<\/p>\n
That\u2019s why the brand was called Linea Unika. Graphically, Unika\u2019s \u201cU\u201d was turned into a horseshoe unequivocally representing the company\u2019s core business: horse supplements. The \u201cu\u201d that was turned into a symbol and the \u201ck\u201d would help strengthen the audience’s memory of the brand.<\/p>\n
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But why is the \u201ck<\/strong>\u201d bigger than the other letters? Because this typographical choice aimed at sending a strong, meaningful message: potassium is fundamental for proper horse nutrition. Moreover, thanks to the tagline \u201cItalian quality\u201d<\/em> and to the Italian flag, this logo also conveys values of quality, expertise and, in particular, of Made in Italy. And the rest is history! I bet you all have heard about Bill Gates, Paul Allen and Steve Jobs\u2019 garage. Well, at Unika we had our own! ?<\/p>\n
The brand Linea Unika was conceived inside a kitchen, but where has the idea been implemented? Inside a garage of course! That was the hotbed of the development of both our company and logo. Thanks to Alberto and Gabriela\u2019s constant attendance to show jumping shows, the brand became more and more international. They used to constantly travel with their camper to support both riders and their horses. And Linea Unika has travelled with them all over the world to the most important shows.<\/p>\n
From logo creation to brand development<\/h3>\n
Unika\u2019s logo has travelled with Alberto and Gabriela as well and, when it crossed the Italian borders, its Italian flag was retired: a second logo was created, which didn\u2019t show the colours of the Italian flag, but still conveyed the quality of Made in Italy products.<\/p>\n
Our logo changed and became monochromatic. The tagline was changed from \u201cItalian quality\u201d to \u201c\u2026professional in Horse Feeding\u201d to underline our expertise in equine nutrition. From now on, our company would not only deal with feed manufacturing, but also with every other aspect of equine nutrition, including custom nutrition advice.<\/p>\n
Afterwards, Unika\u2019s logo painted itself in shades of grey and a new element was added to express our deep specialisation in applied phytotherapy: the green leaf.<\/p>\n
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At that moment, Linea Unika had become an authoritative international market player. Our brand was more and more widely acknowledged in the field of international shows, and professional riders had come to love our products and to establish extraordinary collaborations with our company.<\/p>\n
The exposure of specific products for sport horses was increasing and choosing a short, immediate name for our brand was fundamental to get to both riders and influencers. That\u2019s why we chose to remove \u201clinea\u201d from our logo and make it simple, immediate, dynamic.<\/p>\n
Unika\u2019s experience and expertise in the fields of nutrition and applied phytotherapy has increased over time: now we don\u2019t only deal with equine nutrition, but also with pet food, which is a skyrocketing sector.<\/p>\n
Therefore, we\u2019ve decided to change our tagline from \u201c\u2026professional in Horse Feeding\u201d to \u201cProfessionals in animal nutrition\u201d. But we also felt there was a need of updating our logo according to our new vision.<\/p>\n
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Our new logo: a brand speaking for itself<\/h3>\n
For Unika\u2019s new logo we chose a SANS Serif font (Helvetica Neue Lt Std) that lends it immediate legibility, elegance and neatness. Our new logo is graphically simpler, clearer and more immediate. Unika\u2019s distinctive feature, the leaf, is now one with the letter \u201cU\u201d: it\u2019s a sort of photomorphic<\/em> desing in which the \u201cU\u201d trait is interrupted and becomes a leaf, which lends the logo the values of unicity, nature and quality. Our new logo shows a letter merging with an image to strike audience\u2019s attention, strengthen<\/a> its memory<\/a> of the brand and distinguish it from others, just like the U-horseshoe did.<\/p>\n
Concerning colours, choosing grey lends elegance to the logo and conveys the idea of expertise seriousness. Moreover, grey is a neutral colour, which enhances, by contrast, the brightness of the U-leaf<\/em> \u201cphytoterapic\u201d green.<\/p>\n
So, after different restyling phases, Unika\u2019s logo now speaks for itself, with its own voice, and conveys our messages, thoughts and values to our audience.<\/p>\n
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