Exhibition on graphic design of Italian brands presents creativity as the driving force of commercial success

Posters that demonstrate evolution of the visual identity of Italian brands opens in Kyiv. Despite historic epochs and traditions of visual representation changing, creativity remains in the center of the brands’ image. 

Kyiv, October 21, 2016. Exhibition that presents Italian graphic design to Ukrainians using well-known brands, opened in the media lounge of Ukraine Crisis Media Center. A series of posters demonstrates visual identity of Italian brands of clothes, cars, food, typewriters etc. that has been changing over the time. The visuals are accompanied by the text information explaining how the brands emerged and were developing. “With some of the brands we were growing up: from Algida ice-cream and Barilla pasta, to Campari. They have created our history,” said Davide La Cecilia, Ambassador Extraordinary and Plenipotentiary of Italy in Ukraine at a press-briefing at Ukraine Crisis Media Center.

The exhibition entitled “Italian brands: history and evolution” is one of the events held in the framework of the Worldwide week of Italian language – an annual event that features creativity as a central theme this year. Based on the graphic materials collected and archived by the online Museum of Italian brands, the Italian Cultural Institute in Ukraine created the exposition. Ukraine Crisis Media Center is the partner of the exhibition.

Some of the brands that are subject to the exhibition’s research are also widely known outside Italy, others to a lesser extent. At the heart of their emergence and development is creativity. “Thus, a number of times advertising campaign of Benetton turned into a social campaign that was widely discussed,” noted Anna Pastore, Director of the Italian Cultural Institute in Ukraine.

Since the times of the Italian “economic miracle” of the 1960s success of each particular Italian brand has contributed to the overall success of “Made in Italy” products on external markets. “The ‘Made in Italy’ brand itself is the third most recognized brand in the world, as per the KPMG research of 2014,” said Carlo Ferrari, Director of the Italian Trade Agency in Ukraine. This state agency helps promote Italian products internationally. According to Ferrari the Institute has access to markets in 60 countries where it presents Italian goods from 70 industry sectors.

Exhibition “Italian brands: history and evolution” is open in the media-lounge of Ukraine Crisis Media Center until November 30. More details are available here.