Title	C THE FUTURE OF CRUISES
Brand	COSTA CROCIERE
Product/Service	CRUISES COMPANY
Category	A02. Rebrand / Refresh of an existing Brand
Entrant	ARTEFICE GROUP Milan, ITALY
Idea Creation	ARTEFICE GROUP Milan, ITALY
Production	ARTEFICE GROUP Milan, ITALY
Post Production	ARTEFICE GROUP Milan, ITALY

Name	Company	Position
Pier Benzi	ArteficeGroup	Director
Laura Morelli	ArteficeGroup	Creative Direction
Mattia Valesini	ArteficeGroup	Copy and Strategy
Laura Scarani	ArteficeGroup	Graphic format for communication materials
Anastasia Badulina	ArteficeGroup	art direction
Alice Paganini	ArteficeGroup	Graphic format for communication materials
Eros Basei	ArteficeGroup	Designer
Luca Licandro	ArteficeGroup	Client Director
Giuseppe Bellucci	ArteficeGroup	Account Director
Michele Tomei	ArteficeGroup	Account Manager

Background

Costa Crociere is a historic Italian brand. It means holidays, amusement, and entertainment. It has always been acknowledged for the iconic feature of its sign; a yellow funnel with the blue C sign. A strong, iconic, recognizable, but a polluting sign as well, a negative semantic element. The brand new positioning is a game-changer. It moves the brand towards sustainability and social responsibility, with a manifesto of sustainable tourism and change towards gas-fueled, low-polluting propellants. But it has to be a game-changer for consumers as well. As a result, a new logo design and a new visual identity head the brand towards the new world of (digital) navigation, travel (influencer), and (social) networks.

Describe the creative idea (40% of vote)

A new positioning and a new target. Younger, but sophisticated as well. In addition to the ecological difference, the definition of the new services offered by the brand is crucial. New amusing experiences, new local food offers, inclusive of cultural diversities, and above all, strong integration with regards to the countries where the cruises stop. New, longer excursions in collaboration with National Geographic Expedition. This holiday enriches you through the perfect encounter between land and sea "the best way to explore the world". Hence the idea. From the brand history we keep the -C-, which becomes the new sign of storytelling. It becomes the connection between land and sea, blue and yellow. The colours of the brand and the colours of the world. Two elements come together to become one able to enrich the VIS with joy and dynamism, becoming the perfect metaphor of the new positioning.

Describe the execution (40% of vote)

The logo is simple to use and understand. Blue and Yellow are the symbols of the land and the sea, their dynamism is the heart of the brand essence and an easy code for the target. A brandmark that is able to involve the entire ecosystem of the brand, identifying all the levels of brand architecture and characterising the visual identity, the system, and all the materials with a strong focus on the digital world. It tells the story of the brand but it looks forward with a new style, as well. It is able to amaze the traveler in every moment of the journey.

List the results (20% of vote)

The work guides Costa towards modernity, giving the brand a new cross-visibility ideal for all touchpoints and simplifying communication, for the brand and for the consumer. The cultural impact and its reach are all to be demonstrated, but in the meantime, we invite you to "believe your eyes".