Rethinking Caffè Morganti
Sergio Maria Morganti
Brand Identity is the set of all the visual, communicative, and behavioral elements a company uses to present itself to the public and differentiate itself from its competitors. It consists of a distinctive logo intended to facilitate its immediate recognition, and the use of specific visual elements, such as the choice of a color palette and dedicated typefaces. Applying these elements in a coordinated graphic image is fundamental to building a distinctive and market-recognizable image of the company, intending to reinforce customer trust and foster brand loyalty. For my thesis, I redesigned the corporate identity of Caffè Morganti, a family company founded in Rome in 1890. After researching and reconstructing the company's history, I visually analyzed the evolution of the graphics. These aspects became the starting point and source of inspiration for the creation of the elements that make up my final proposal: a renewed and contemporary visual identity for Caffè Morganti, which aims to pay homage to the uniqueness of the company's history and its link with futurism at the origin of its historical logo.





