Corporate Logo
The Lavazza brothers decide to focus on coffee launching the first name-brand coffee. "We need to be professors of single products" as Luigi Lavazza loved to repeat, explaining the importance of becoming specialists in one's chosen profession without distractions or wasted effort. The first Lavazza logo is created.

Logotype

The distinctive “A” in the centre, accompanied by the shield depicting roasted beans and a cup of piping hot coffee, appeared in 1946, designed by Aerostudio Borghi. Over the years, it was restyled seven times, by Armando Testa and Robilant & Associati, among others. The large upside-down "A" taken from the Lavazza logo is the model generating the shape of the objects. An advert is planned for the specialised press to announce the news and present the complete range of materials. Throughout the 1950s, the historic trademark was flanked by a new one in which the Lavazza logo — in white — is set inside a rectangle that takes up the corporate colours of the era, red and black. This trademark, which could easily be used for all media, appeared on packages, signs and the company’s distribution fleet.

Armando Testa

In 1957, Armando Testa created the logo featuring a cockade and medallion (though some say it looks like a coffee cup, viewed from above), followed by Lavazza Oro. With its distinctive colours and message, it has been a permanent feature of domestic life in Italy ever since its launch.
In 1970, Lavazza adopted the new “hand-cup” logo, accompanied by the payoff “A great tradition, all for coffee”. This logo would distinguish company communications for the next 16 years.

Restyling
In 1986, the trademark underwent graphic restyling to give it a more contemporary look: the hand was replaced by a light puff of steam, symbolising the taste and aroma of Lavazza blends.
In 1991, the trademark was changed slightly, introducing new colours. Red underlining was added to the Lavazza logo, while the steam — originally black — acquired a lighter grey hue.

Istitutional Brand
In 1992 a specific logo for public outlets was created. The new logo becomes a distintive and recognizable sign in cafes offering Lavazza blends, and will mark all communication initiatives in the field. In 1994 the current corporate logo appears, to be used to instantly and powefully represent the corporate image in Italy and the world.

Blue Ribbon
With an international restyling operation, Lavazza wears blue. A new identity, born from an important corporate project aimed at re launch of the entire consumer market offering away from home. Blu Ribbon, the white on blu logo, is thus  born. A powefull brand that evokes a door into the Lavazza world, a symbol of the new corporate image in tihs business. Blu Ribbon, with its strong personality, can transfer its uniqueness, strength and elegance to all Lavazza’s materials, which will therefore be characterised by a single, modern and unique graphic sign.