OUR HISTORY
The remarkable and audacious history of our brand:
an inspiring forward-looking metamorphosis that still goes on to this day.
THE LOGO AND THE BOND WITH MILAN
The unbreakable bond with Milan is the cornerstone of our brand's global image. The idea for the logo came from a young illustrator named Romano Cattaneo, a great friend of Giuseppe Merosi. While he was waiting for tram number 14 in Piazza Castello, his attention was caught by the Biscione Visconteo on the main tower of the Castello Sforzesco. It was love at first sight, but something was still missing. Cattaneo and Merosi worked on different versions: the most convincing one showed the Biscione dragon on one side, and the emblem of the City of Milan, a red cross on a white background, on the other.