TIM is one of the protagonists of Identitalia, The Iconic Italian Brands, the exhibition organised by MIMIT, the Italian Ministry for Enterprise and Made in Italy, to celebrate 140 years of the Italian Patent and Trademark Office.
Hosted in the headquarters of the Ministry of Enterprise and Made in Italy in Palazzo Piacentini, located in Rome's iconic Via Veneto, the exhibition traces the history of some of the most important brands that have made and are making Italian history. 100 companies, for a total of 113 brands, gathered to pay homage to an industrial, design and material heritage of inestimable value for the country, made up of successful entrepreneurial stories and designers who have changed the way the corporate image of products is communicated.
TIM is present with a story about its brand and visual identity, a story boasting deep roots that started with SIP, the brand under which our Group was identified until 1993, which then moved on to become Telecom Italia, the name that identified us after the liberalisation of the sector. In 1995, a separate company was set up for the mobile division under the name Telecom Italia Mobile (TIM) and, in 2016, the Telecom Italia Group was renamed TIM Group.
An evolution well reflected by the history of our logo. In 1994, the Telecom Italia logo was in fact characterised by a tetragrammaton made up of red 'waves', symbolising the arms of the selectors of telephone exchanges and telephone cables. In 1995, the first TIM logo referenced the Telecom Italia legacy. The logo was then redesigned as we see it now in 2016, becoming a single commercial logo. It is characterised by a red icon representing a T, a symbol of simplicity, and the white wordmark on a blue background, which projects the company into the future.
Also at the centre of the exhibition are the communication campaigns that have characterised our visual identity since the 1990s. A delve into the history of Italian television advertising, starting with the pioneering 'serial spots' that inaugurated a new communication approach. Our commercials have often used this formula, starring both famous testimonials and ordinary people, and showcasing the personality of a reliable and familiar Italian brand, capable of conveying a story that is warm and close to the people.
