At Safilo, past is prologue to the future

Samantha Tabacchi, director of corporate communication and identity for the Safilo Group, explained that, "With this new image, we want to communicate the values of elegance and solidity that have always distinguished the company and characterized its products."

Safilo's slogan is now "Design generation." The company described how, in the updated logo, the Safilo name is rendered in shades of gray on a surface of molten metal to symbolize solidity and strength; subtle lighting aims to hint at a bright future; and the slight tilt of the trademark is to express the company's dynamic spirit.