Campari Logo PNG
The Campari logo resembles a retro sign, and that’s its main feature. It also looks like an old pharmacy label because bitter is not just an alcoholic drink. It’s also an effective remedy for improving appetite, made from various medicinal plants. Designers have endeavored to play up the product’s beneficial properties in its emblem.
Campari began with Gaspare Campari, born in 1828 in Cassolnovo. He moved to Milan at fourteen, working in Pasticceria Bass and Ristorante Cambio, where he learned the craft of liqueurs. In Novara, he opened a café and developed a bitter aperitif inspired by Dutch cordials, finalized in 1860.
In 1862, he returned to Milan. A key moment came in 1867, with the opening of a café inside Galleria Vittorio Emanuele II, opposite the cathedral. The red aperitif gained attention among local elites. That same year, his son Davide Campari was born.
After Gaspare died in 1882, Davide and Guido took over. Davide focused production on Campari Bitter and Cordial Campari, expanding exports across Europe and into New York. In 1904, a factory opened in Sesto San Giovanni, and in 1915, he launched Camparino in the gallery.
In 1932, Campari Soda introduced the first ready-to-drink aperitif in a single-serve bottle, designed by Fortunato Depero. Throughout the 20th century, the brand collaborated with artists on advertising.
By the 1960s, Campari was sold in over 80 countries. Control passed to the Garavoglia family in the 1970s. Expansion accelerated in the 1990s through acquisitions, including Bolswert and Skyy Spirits.
In 2001, Davide Campari-Milano went public on the Milan Stock Exchange. Later deals added Aperol in 2003, Wild Turkey in 2009, Grand Marnier in 2016, and Courvoisier in 2023–2024. Competitors include Diageo and Pernod Ricard.
Meaning and History
The brand’s marketing policy involves frequent image changes. It became famous for its advertising posters, created by renowned artists, and for the brand’s original name appearing on each label.
The brand had many stylistically resonant emblems. In 1987, its owners decided to revisit graphic design standards and assigned this task to the company G & R Associati. Studying early logos, specialists noted 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.
What is Campari?
Campari is a sophisticated Italian liqueur made from water, sugar syrup, citrus, and aromatic herbs. In total, up to 70 ingredients can be included in its composition. The alcoholic drink’s strength is 20-30%, depending on the country where it is produced. Its distinctive feature is the rich, dark red color, which was once achieved with carmine. The brand has existed since 1860 and is owned by Davide Campari-Milano N.V.
1888 – 1905
The famous logo of the bitter liqueur infused with herbs, berries, and fruits consisted of delicate swirls and the word “Bitter.” It was in the center of twisted lines of varying thickness that radiated from the letter “B.” This is a reminder of the grapevine, which is part of the bitter. The main emphasis in the emblem was made precisely on the first letter. It has an original design and replaces the graphic sign. The word is semi-connected, elegant, and written in a slightly tilted calligraphic style.
1905 – 1912
During this period, the variant with triple inscription prevailed. Each part was located in a separate row and had an individual font. No font matched in any of the lines. The top word “Bitter” was squat, with serifs, and the impressively protruding forward leg of “R.” The central element was the inscription “Campari,” done in large letters with expressive serifs at the ends. The lower fragment consisted of the word “aperitive,” indicating the type of drink, and was drawn in a handwritten font without tilt.
1912 – 1920
The legendary liquor manufacturer returned to its original logo, adding additional product information. As a result, the label became more like an advertising leaflet, with extensive details. The background was light, and the letters, as usual, dark.
1920 – 1921
After the redesign, the company received a double inscription: at the top, the word “Bitter,” and at the bottom, “Campari.” The drink’s playful nature was conveyed by the letters “C” and “T,” which were uniquely designed. The first letter was a semicircle with a sharp top and a straight bottom pointing downward. The second was supplemented with a wavy cap covering the lowercase “i” on the left. All symbols were thin, chopped, and uppercase.
1921 – 1922
During this period, the same two words were used in the logo as in the previous version, but without a hyphen between them. Designers also replaced the thin font with a bold one, added serifs to the letters, reduced the upper inscription, and enlarged the lower one.
1922 – 1923
For a whole year, the emblem was adorned with the “C” sign in a unique presentation: with a top rolled several times and a narrow bottom without the traditional expansion. The inscription “Campari” remained integral, highlighted in italics, as all the symbols were closely related and seemed to flow into one another. The word “bitter” was written in lowercase, in the same style as the lower one. The “tt” had one common bar.
1923 – 1927
As a result of a radical redesign, a logo with a single inscription appeared. The brand name and type of alcoholic drink were highlighted in bold font. The spaces inside the letters looked so narrow that the white background was barely visible through them.
1927 – 1928
Designers revisited the word “Campari”: they returned to the 1905-1912 version, removing unnecessary information from the logo. Developers also significantly shifted the symbols, but in the quoted words, they slightly stretched the lower end of “C” beyond the left leg of “A.”
1928 – 1931
In 1928, the authors regrouped the name again. They added two more words to the title: “Cordial” and “Liguor.” The logo was intended for a different product in the liqueur assortment. The upper and lower elements (by the way, located at the corners) are small, and the central one is large, in bold letters. The symbols were completely black, dull, and without internal spaces.
1931 – 1935
The label of that time had a triple inscription: “Bitter,” “Campari,” and “L’aperitivo.” The middle word was diagonally placed with a disconnected italic; the upper one was typed in bold print letters, and the lower one was in thin type.
1935 – 1936
The emblem contained the brand name, the type of drink, and its purpose. The inscriptions were grouped in a balanced way: the upper one on the right, the lower one on the left, and the central one in the middle. The size was also suitable to avoid visually overloading the logo: the keyword was in a large font, and the other two were in medium fonts. Moreover, they were arranged according to the principle of perspective: close letters large, distant small.
1936 – 1987
For one year, the products of the Italian brand were adorned with an emblem of a very original design. The letters “C” and both “A”s in the top row had elongated ends. The lower phrase was set in a handwriting-like font.
1987 – 1991
A universal version emerged during this period and became the basis for the current variant. The logo contained clear, readable print letters. They were large, with an average breakdown between symbols and wide serifs at the ends on both sides. At the same time, the company first moved away from monochrome, using dark blue.
1991 – today
The modern trademark contains the word “Campari.” The letters are placed very close, almost without intervals. They have short but wide serifs of an unusual shape. The font is Campari Bold. The marketing agency Landor Milano specifically developed it for the Italian brand. The typography was modeled on the letters on 1900s advertising posters.
Each print sign features a dark gold outline with a black shadow; this graphic technique creates a subtle 3D effect. White letters stand out in contrast against a blue rectangular background. At the same time, they harmonize with the golden frame surrounding the logo.
Font and Colors
In its early years, the brand used retro labels on its products to indicate the type of alcohol. Therefore, the emblems consisted of two or even three lines. Now, the brand has settled on a versatile, solid logo.
Throughout its existence, Campari has used an incredible variety of fonts. Some of them were conventional, others individual: for example, Mostra Nuova, Fairplex Narrow Black, and Campari Bold, which is relevant. The emblem’s color palette has always remained monospaced: black or dark blue with white.