Campari is an Italian brand that produces bitters with a pronounced bitter taste. It appeared in 1860 when Gaspare Campari invented a recipe for a unique alcoholic drink and founded the family business, Gruppo Campari.
Meaning and History
The marketing policy of a brand involves frequent image changes. He became famous for his advertising posters, on which famous artists worked. And also – an original brand name that adorns each label.
The brand had many stylistically consonant emblems. In 1987, its owners decided to redefine graphic design standards and entrusted this task to G & R Associati. After examining early logos, experts noticed the version registered in 1912. As it turned out, it was the most popular after World War II and was often used to identify the manufacturer.
1888 – 1905
The famous bitter liquor logo infused with herbs, berries, and fruits consisted of delicate curls and the word “Bitter.” It was at the center of swirling lines of varying thickness that extended outward from “B.” This is a reminder of the vine that is part of the bitter. The main emphasis in the emblem was placed precisely in the first letter. It had an original design and replaced a graphic sign. The word is semi-coherent, graceful, handwritten in calligraphic handwriting with a slight slant.
1905 – 1912
During this period, the variant with a triple inscription prevailed. Each part was located in a separate row and had an individual font. The typeface did not match in any of the lines. The top word “Bitter” was squat, serifed, and an impressively forward “R” leg. The central element was the “Campari” lettering, made in large letters with expressive serifs at the ends. The lower fragment consisted of the word “l’aperitivo,” which denoted the type of drink, and was drawn in a handwritten script without a slant.
1912 – 1920
The legendary liqueur maker returned to the original version of the logo, adding additional information on the product. As a result, the label looked like a flyer with a ton of detailed data. The background was light, the letters, as usual, dark.
1920 – 1921
After the redesign, the company got a double inscription: at the top was the word “Bitter,” at the bottom – “Campari.” The drink’s playful character was spoken of by “C” and “T,” decorated originally. The first letter was in the form of a semi-curl with a sharp top and a straight bottom directed downward. The second was complemented by a wavy hat that covered the lowercase “i” on the left. All characters are thin, chopped, uppercase.
1921 – 1922
During this period, the logo was used from the same two words as in the previous version, but without a dash between them. The designers also replaced the thin font with bold, added serifs to the letters, reduced the top inscription, and increased the bottom.
1922 – 1923
The emblem was adorned with the “C” sign in a unique presentation for a whole year: with several times curled top and a narrow bottom, without the traditional expansion. The inscription “Campari” remained coherent in italics since all the symbols were closely interconnected and seemed to flow into one another. The word “bitter” was done in lowercase letters in the same style as the lower one. The “tt” had one common crossbar.
1923 – 1927
As a result of a radical redesign, a logo with a single inscription appeared. The brand name and the type of alcoholic beverage were highlighted in bold. The gaps inside the letters looked so narrow that the white background could hardly be seen through them.
1927 – 1928
The designers revised the spelling of “Campari”: they brought back the 1905-1912 version, removing unnecessary information from the logo. The developers also tightly shifted the characters, but the word in quotation marks slightly stretched the lower end of the “C” and brought it behind the left leg “A.”
1928 – 1931
In 1928, the authors regrouped the title again. They added two more to the title block – “Cordial” and “Liguor.” The logo was intended for another type of product that appeared in the assortment – for the liqueur. The upper and lower elements (by the way, they were located in the corners) are small; the central one is large and made in bold letters. The symbols were completely black, dull, without internal gaps.
1931 – 1935
On the label of that time, there was a triple inscription: “Bitter,” “Campari,” “L’aperitivo.” The middle word was placed diagonally, and incoherent italics, the top one was typed in bold block letters, the bottom one was done in thin characters.
1935 – 1936
The emblem contained the name of the brand, the type of drink, and its purpose. The inscriptions were ungrouped in a balanced way: the top was on the right, the bottom was on the left, and the center was in the middle. The size was also appropriate to visually overload the logo: the keyword was written in large print, the other two in the medium. Moreover, they were located according to the principle of perspective: close letters are large, distant letters are small.
1936 – 1987
For one year, the Italian brand products were decorated with an emblem of a very original design. The “C” and both “A” in the top row had extended ends. The lower phrase was done in a font that resembles handwritten text.
1987 – 1991
During this period, a universal version appeared, which became the basis for the current version. The logo contained clear block letters with good legibility. They were large, with a medium breakdown between the symbols and with wide serifs at the ends on either side. At the same time, the company moved away from monochrome for the first time, using a dark blue color.
The modern trademark contains the word “Campari.” The letters are very close, almost without spacing. They have short but wide serifs of an unusual shape. Font – Campari Bold. It was developed specifically for the Italian brand by Landor Milano’s marketing agency. Lettering on advertising posters of the 1900s became a model for typography.
Each printable character has a dark gold outline with a black shadow—this graphic technique allowed for a subtle 3D effect. White letters stand out in contrast to the blue rectangle. At the same time, they are harmoniously combined with the golden frame that surrounds the logo.
Font and Colors of the Emblem
In the early years of its existence, the brand chose retro-labels for its products, indicating alcohol type. Therefore, the emblems consisted of two or even three lines. The brand has now settled on a one-piece logo that is versatile.
Throughout its existence, Campari has used an incredible variety of typefaces. Some were generally accepted; others were individual—for example, Mostra Nuova, Fairplex Narrow Black, Campari Bold, which is relevant. The emblem’s color scheme has always remained monosyllabic – it is monochrome from black or dark blue with white.