Prysmian, the Italian cable manufacturer headquartered in Milan, introduced a new global brand identity in February 2024, developed in collaboration with Interbrand, a brand consultancy.[1] The rebrand accompanied the company’s new strategy, “Connect, to Lead,” presented in October 2023, and included a simplified company name that drops the word “Group.”[2]
Design and History
The current Prysmian logo features a circular symbol that conceals the letter “p,” a form intended to evoke the concept of circular economy.[3] The mark uses a blue-to-green gradient, which the company states reflects its commitment to the development of renewable energy.[1] Prysmian describes the logo as an “iconic” design interpreted with a contemporary and dynamic form that connects the concepts of tradition and evolution.[1] The new visual identity was developed primarily for digital applications.[1]
The 2024 rebrand was part of a broader evolution of Prysmian’s corporate identity. In 2011, following the acquisition of Draka, the company created the corporate brand “Prysmian Group” while retaining Prysmian and Draka as commercial brands.[4] The corporate brand was later integrated with the payoff “Linking the Future.”[5] In 2020, after completing the brand integration following its acquisition of General Cable, Prysmian Group launched a new multi-brand strategy and restyled its visual identity and logos with support from Landor, a brand consulting and design firm.[5]
Prysmian’s origins trace to the cable division of Italian tire manufacturer Pirelli. In July 2005, Pirelli Cables & Systems was renamed Prysmian Cables & Systems.[6] The naming process concluded with the design of a logo featuring the abstract shape of a prism, with lines emanating from it like a network of cables connecting the form to the letter “P.”[6]
Meaning and Symbolism
According to Prysmian’s official communications, the circular form of the current logo symbol reveals a hidden “p” for Prysmian and recalls the circular economy concept.[3] The blue-to-green gradient color expresses the company’s commitment to renewable energy.[3] The company states that the simple yet dynamic elements of the logo reflect its strategy of seizing new opportunities arising from strong market trends shaping the cable industry.[2]
The full visual identity and the new slogan “The Planet’s Pathways” embody the role Prysmian aims to play in shaping a sustainable and digital future.[7]
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