In the 1940s, Enrico Piaggio created a scooter for the masses, and named it Vespa, or “wasp,” in Italian. Since then, Vespa advertising has created a unique identity for this bike, which set it miles apart from other motorized two-wheelers. While their overall campaign has evolved in concert with other motorbike styles, Vespa’s innovative logo has remained consistent throughout. Perhaps The New York Times put it best, describing Vespa as a “completely Italian product, such as we have not seen since the Roman chariot.”
At the pinnacle of Italian design — with its classic lines and modern aesthetics — Vespa has produced and sold more than 15 million scooters. Graphis recently presented a small showcase of the company’s visual history in Graphis Branding 5. To see or read more about Vespa, click here.