Assiteca, the largest Italian group in business risk management and insurance brokerage, presents its new brand: an important change that confirms how the company is oriented to always look far and invest in the future. Over the years, the logo has accompanied Assiteca’s constant growth by telling its founding principles: independence, professionalism, transparency, efficiency and innovation. Since 2017, the ‘Consultative Broker’ payoff has communicated the important shift from pure brokerage to a functional consultancy approach to integrated risk management. “We are preparing to celebrate our 40th anniversary – comments Luciano Lucca, President and founder of Assiteca – and we have decided to change our logo to better represent the identity values and the perspective vision that characterize us”. “This rebranding work, carried out by a well-known Italian designer – underlines Dario Zerboni, Director of Communications, External Relations and Institutional Relations of Assiteca – represents the beginning of an important communication path that will guarantee our Group a more coherent and effective positioning”. The pictogram, a letter A with a soft and reassuring shape, was inspired by the centrality of Human Capital – the primary value of Assiteca – and built around this iconography. From here, the graphic sign also takes on other meanings: in particular it represents an arrow, to underline the company’s orientation towards growth and innovation. The font of the name has been specially designed to be unique and harmonize with the pictogram. The design of the logo bears the signature of the designer Marco Tortoioli Ricci, founder of BCPT Associati and President of Aiap – National Association of Visual Communication Design.