Studio Roberto Paoli
Life is movement and every identity lives in renovation. Technologies, mobility, connections modify needs and shift people’s needs. Tucano moves into a market that required a new positioning, with a rewamping of the brand identity.
The Design Thinking process acted as a compass for the design project, values and attributes were redefined. To reinforce the brand promise, was inserted a payoff indicating the origin and date: Milan 1985. This is a kind of guarantee mark and seals Tucano in its experience of design and Made in Italy.
Tucano brand has been able to transform itself over the years by grasping trends and anticipating people’s needs. The evolution of the mark reflects the changes in communication, passing from a figurative sign to increasingly abstract and synthetic signs.
The rewamp of the brand tends towards simplified linear and dynamic forms, communicating synthesis and speed. The typography is timeless and enhances the name and the brand, its history.
The redesigned brand is versatile and adaptive: from the application on offline communication to its use on website and social networks, up to its reduction to labeling for products.