Snam, the Italian energy infrastructure company, introduced its current logo in March 2018 as part of a brand identity restyling. The renewed mark remains intrinsically linked to Snam’s tradition while using the color green to underline the sustainable and environmental features of natural gas. The introduction of lower-case characters gives the brand a more friendly and dynamic tone.[1]
Design and History
The 2018 logo was designed by Inarea, the agency that has partnered with Snam since 2011.[2] The rebranding project introduced a new visual language in which green was added alongside blue, representing the shift toward sustainable energy, while the symbol became more dynamic, expressing the relationship between infrastructure, territory and environment.[3]
Inarea describes the new identity as fully in continuity with Snam’s tradition. From the base of the logo, rays emanate, symbolizing a technology that brings well-being and balance.[4] The design process marked a transition from an idea of a network to a concept where the landscape emerges, serving as an immediate evocation of environmental responsibility.[4]
Before the 2018 restyling, Snam had introduced a new brand identity in December 2011, when the company celebrated ten years as a listed company. That brand, also designed by Inarea, was a reworking of the group’s historic logo from the 1940s.[5] The 2011 logo referred to the network infrastructure, with linear elements restoring a formal equilibrium intended to convey the idea of stability.[5]
Meaning and Symbolism
The 2011 identity used blue, traditionally used to emphasize the natural essence of methane gas, and different shades of grey, to show the physical element of infrastructure and technology.[5] The 2018 restyling shifted the palette to green, highlighting the sustainable and environmental characteristics of natural gas.[1]
According to Inarea, the shape of the logo remains round, a shape that recovers the fullness of its outline. The real protagonist is gas, described as a metaphor for Snam’s energies as a path, dynamism, and transformation.[6]
Typography and Design
The 2018 logo introduced lower-case characters for the Snam wordmark, giving the brand a more friendly and dynamic tone.[1] Inarea notes that the introduction of lowercase letters symbolizes a closer connection to people.[2]
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