Marelli

Marelli

Powering progress together

Introduction

The recent union of the Italian Magneti Marelli with the Japanese Calsonic Kansei gave FutureBrand the opportunity to take part in the rebranding of one of the world’s leading independent automotive suppliers under the name of Marelli.

Challenge

Creating the identity of representing the union of Magneti Marelli and Calsonic Kansei was a formidable chance to measure FutureBrand's strategic and creative forces against a global project, and to support the international corporate team appointed with the rebranding.

Solution

FutureBrand designed the new Marelli logotype and created a bold brand identity based on the idea: “Powering progress together”, delivering the sense of the two historical businesses coming together under a single brand. The new logo puts together Calsonic Kansei and Magneti Marelli identities leveraging on both brands' colour palettes: light blue for Calsonic Kansei and dark blue for Magneti Marelli. The two arrows that form the letter M refer to Marelli with its strong heritage in the industry, and to the word “Monozukuri”, which means craftsmanship in Japanese, one of the core values of the company.

Results

Seen throughout all touch points, the new brand identity expresses a progressive, open-minded and truly global partner who inspire companies to go further. The photographic style and the verbal tone of voice amplify what the Marelli brand stands for: innovating and transforming the future of mobility. Marelli is now able to communicate its innovative brand globally by working hand-in-hand with its customers worldwide to create a safer, greener and better-connected world