CGIL
You are the Union
The Italian General Confederation of Labour (CGIL) is Italy’s oldest and most representative trade union organization. Founded in 1906, it currently has over 5 million members, including workers and retirees. Its mission lies in protecting and representing rights within the workplace, while promoting the values of democracy, secularism, and social inclusion.
From Social Force to Brand
In the 1980s, CGIL recognized the need for a communication breakthrough, becoming the first major Italian union to transform its image into a brand. In an era when society was shifting from the fulfillment of needs to the pursuit of desire, the Organization successfully evolved from a pure social force into an iconic landmark on the national stage. The brand identity created by Inarea was born with the goal of overcoming the visual fragmentation of the Union’s various entities and consolidating the sense of belonging among its members, legitimizing both the Organization’s very existence and its local presence across the country.
Brand architecture. Uniting a Fragmented Universe
The brand architecture project was built on a principle of total convergence. The system integrates regional branches with industry sectors (such as metalworkers or public employees), aligning every acronym under a single visual reference. This approach has unified a vast and fragmented universe, making the brand instantly recognizable thanks in part to the chromatic impact of red and the simplicity of the square even in today’s digital touchpoints.
Brand design. The Synthesis of the Red Square
The logo design is centered on the red square, a symbolic choice that draws on Platonic references to the Earth and, through its four equal sides and angles, to the concepts of justice and equity. The geometry itself signifies stability and protection (the concept of “closing ranks”). The visual inspiration stems from the act of cutting a perfect square from a red flag, creating a geometric “box” capable of hosting diverse information without losing chromatic unity. The result is an iconic and rational mark that balances order with ideal strength.
