 |
Communication
|
Communicationwe tell you about us
Corporate identity
A corporate design programme is fundamental in order to define a strong brand identity.
Corporate Design is an external expression of the brand while saying something about its features. The objective is to ensure that Caleffi looks like it is, in an homogeneous and unified way: a high-technology corporate based on shared values and on a constant concern for quality.
Substance matters more than style, but style is not insignificant.
Caleffi has its own visual identity. Its distribution branches are integrating the looks to convey a single company identity throughout all the organization, to the employee, to the customer and to the public.
Caleffi Franco was founded in 1961 and specialised in the manufacture of valves and fittings for heating systems.
The company logo was a green drop composed of the initials of the founding entrepreneur; a graphics symbol which, with a few changes, was to accompany the brand throughout its life. In the 1970’s the name of the company changed to Caleffi S.p.A. & Co., which was set alongside the green drop logo in which the initial ‘f’ of the founder was changed to ‘+’ to symbolise the new situation: the company, now larger, had become a joint stock company.
The success of ‘Caleffi componenti idrotermici’ (Caleffi heating system components) in the 1990’s was followed by that of ‘Caleffi Hydronic Solutions’ without ever abandoning the original logo or even the green colour, another lasting and distinctive sign of the company’s success. It was chosen as symbolic of water in practice and in the standards and regulations, and it has brought us good luck over the years.
Today the C+ is a graphic sign conveying Caleffi’s corporate identity: it is visible on the packaging, on the vehicles, on the technical documentation and points at the brand spread on the international market. The C+ shows the growth of a company that, not forgetting its past and tradition, wants to give renewed impulse to its commercial policy.
Although our core business is the manufacturing of components for heating and domestic water plants, we wanted to focus on and convey the idea of the added value we give our customers, which is to say services provided in a strong customer care perspective that differentiate our brand from the competitors: pre- and post-sales assistance; plant consulting; active participation to certain designing stages.
Hydronic Solutions is a word combination that avoids localisation problems: we chose these two terms because they are intuitively understood everywhere even if they are not translated into other languages. Hydronics belongs to our field’s technical terminology in all main markets we are addressing; Solutions hints at the fact that our products are delivered together with our technical know-how and assistance focused on our customers’ needs.
Furthermore, the above pay-off does not focus on a too defined industry sector, but it can cover other lateral fields (we think of Profile, our building automation product) by giving us the chance to be a Group with differentiated product lines.
- Caleffi Franco, 1961. The head of the Caleffi family, Franco, opened the first production unit in Gozzano: just 4 people on lathes manufacturing valves and fittings, but with clear ideas in a sector waiting to be invented.
The logo was of a green drop composed of the initials of the founding entrepreneur, a graphics symbol which, with a few changes, was to accompany the brand throughout its life.The green colour is also a lasting and distinctive sign of the company’s success. It was chosen as symbolic of water in practice and in the standards and regulations and it has brought us good luck over the years.
- Caleffi&C. – The trend of using ‘&Co.’ in company names was very widespread in the 1970’s to indicate the expansion of a company.
Caleffi followed the fashion and placed the entire name of the company alongside the logo. They were years when the logo was used without well defined rules according to individual demands and tastes. The letter ‘f’ which stood for the initial of the founder of the company was changed to ‘+’ to symbolise the new situation: the company, now larger, had become a joint stock company.
- Caleffi S.p.A. (componenti idrotermici - heating system components) – the 1990’s were marked by a new transformation. There were now thousands of code numbers in the product catalogues and the breadth of the product range made certain that market demand was promptly met with high quality components. To underline just how broad this product range was, the words ‘componenti idrotermici’ (heating system components) were added to the logo to give a clearer picture of the company in the eyes of those who still didn’t know us or didn’t operate on our market. The efficient sales network formed in the previous decade now covered the whole country: the goal was to become market leader.
- Caleffi (Hydronic Solutions) – XXI century.Having conquered its home market, the company turned to the international market where the Caleffi brand lacks the fame it deserves. If we translated the words ‘componenti idrotermici’ into every language in the world where the company is present, it would risk fragmenting and not uniting the brand, so English was therefore chosen as the lingua franca of industry and business. ‘Hydronic Solutions’ combines the concept of new technologies in the plumbing and heating sector (and therefore high technology and competitive production) with the Caleffi philosophy (helping customers to find the right solutions to their problems).
