Confcommercio
Remembering the Future
Confcommercio is the Italian General Confederation of Enterprises, Professional Activities and Self-Employment. It is the largest business representative organization in Italy and a key reference point for the tertiary sector.
Founded to give a voice to businesses operating in commerce, Confcommercio has progressively expanded its scope to six areas of representation: commerce, tourism, services, transport, professions, and culture. It brings together more than 700,000 member companies and represents their institutional, economic, and social interests at the local, regional, and national levels.
The new identity: a bridge between history and the future
Inarea supported Confcommercio through this important phase of renewal of its institutional identity, with the aim of strengthening its role in the economy and in society, while remaining true to its founding values. At a time marked by a widespread crisis of representation, the Confederation has recorded steady growth in membership—an exception to the rule. This success is not only due to the effectiveness of the services offered and its widespread presence throughout the country, but above all to its nature as a “COMMUNITY OF PURPOSES, A COMMUNITY OF BUSINESSES”. As the meaning attributed to the eightieth anniversary lies in the desire to build a bridge between history and the future, the new identity marks a significant transition: “FROM REPRESENTATION TO COMMUNITY.”
On a representational level, the rebranding focused on achieving a balance between tradition and a forward-looking vision. The Calimala eagle—the historic symbol of the Florentine merchants’ guild and a defining element of the Confederation’s identity since its origins—has been completely redesigned, restoring its original heraldic references. The logotype typography has been updated to improve readability in digital environments. The most distinctive new element is the introduction of the abbreviated form Confcom, which echoes the tradition of the Ascom (Merchants’ Associations) and reinforces the organization’s core idea of community.
Design and words for new languages
The new visual languages of Confcommercio are defined by a dynamic and conceptual approach, inspired by the Confederation’s areas of representation. The key words that identify its sectors—Commerce, Tourism, Services, Transport, Professions, and Culture—intertwine in graphic and typographic patterns, serving as a visual metaphor for the plurality and interconnection of the Confcommercio system. The use of the historic blue color, renewed through a range of shades, ensures institutional coherence while at the same time linking tradition and innovation.
