Amico & Co unveils new logo and ad concept

After a period of renewal that has seen the completion of a series of important investment in facilities, doubling both receptive capacity and company turnover, the Genoa-based superyacht refit and repair shipyard, Amico & Co has officially presented its new restyled logo and ad concept. 

Representatives at Amico & Co suggested that the logo was designed in order to remain faithful to the historical identity of the brand, with the new horizontal aspect improving legibility and brand recognition for all communication tools.

The Amico family name is emphasized within the rectangle that encapsulates the logo, while attention is drawn to the importance of the partners by the lettering of ‘& Co’.

Alberto Amico, chairman of Amico & Co commented, “Our new logo looks clear and consistent, absolutely in-line with our company mission.”

The shipyard’s previous logo was designed in 2006, serving the company for almost a decade. During that period, the market in which Amico & Co operates has expanded rapidly, as, in 2005, just six percent of newly built yachts were longer than 60m, but by 2013, this number had doubled. 

The fresh direction in communications aims to underline the brand’s core values of high specialisation and professionalism, whilst at the same time appraising the brand’s strong connotations with Italian excellence in the field of engineering, applied to the international yacht refit and repair market. This is the starting point for the new ad concept: “Remade in Italy”.

Amico & Co report that this new ad campaign will be run in all major international superyacht press, and, created by Meloria, features a statue inspired by classical Italian sculpture.

The statue’s head, upon closer examination, is missing half of its features, which have crumbled away, announcing it ready for reconstruction with the use of modern technology, which is symbolised by the reticulated motif. This image reportedly marks the blend of artisan expertise with engineering, craft and technology, carried out by the daily improvement works of Amico & Co over the last 24 years.

The new logo and ad campaign come just a few months after the unveiling of a new covered 102 metre dry-dock at the Amico & Co shipyard in November 2014, which immediately went fully operative with a major order on an 85m superyacht undergoing extensive refitting and lengthening up to 93 metres.

For more information, visit Amico & Co.