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General profile

Gaetano Grizzanti, noted brand advisor and award-winning brand identity consultant, is a leading point of reference in Italy for strategic insight, creative innovation and effective management of both corporate and product brands.

Grizzanti assists his Clients in the creation of successful brand identities, starting with an in-depth strategic analysis, through to the development of evolutionary, distinctive and long-lasting creative solutions… using his  own trademarked methodology, “Dal Marchio alla Marca” (based on the simple business truth that “a logo does not a brand make”).

His personal contributions to the modern culture of Branding in Italy are highlighted by the award-winning quality and strong innovative spirit of his interventions. Grizzanti’s consulting approach is characterized by a proprietary strategic analysis methodology, exclusive projectual thinking, an international vision and almost thirty years of personal experience in responding to the evolving branding demands of the marketplace… resulting always in business-oriented brand identity solutions.

Regularly cited in many of Italy’s leading general business and sector publications – including such titles as the Sole24Ore, the Corriere della Sera, Italia Oggi, Largo Consumo, MarkUp, Linea Grafica, GdoWeek, Trade Business, Pubblicità Italia, etc. - Grizzanti is well-known for having redefined the discipline of branding in Italy with an approach strongly focused on the logic of “business identity.”

In addition to his professional consulting activity, Grizzanti has also been teaching at various Italian universities since 1988 – including the Science of Communications faculty in Milan, the International College of Art and Science, the Iulm, the Politecnico di Milano, the Scuola Politecnica di Design, the Scuola del Castello Sforzesco and the Accademia Santagiulia di Brescia – and he regularly conducts branding conferences at numerous sector events and congresses.

He founded Univisual ( in 1986, the consulting and design studio specializing in the development of brand identity systems in both the B2B and B2C sectors, including projects such as: the normalization of Bancomat logos, the rebranding of Salmoiraghi & Viganò, a revision of the brand identity for Bayer’s filoterapica line, the corporate identity for consumer credit services of the Banca Popolare di Milano, as well as a new product-identity for Pampers Baby Dry.

In 2007, as part of a government sponsored international program, Grizzanti was chosen to conduct a unique branding course in Taipei for the development of Taiwan business, and in 2008 he conducted the first-ever public seminar on Brand Identity in Italy.

He is official Technical Consultant for the Tribunal di Milano for the category of “marchi di fabbrica” (legal brand and branding issues).

A long-standing member of the Ordine dei Giornalisti/Publicisti, Grizzanti has managed “Brand Identikit” - for the Mediaforum communications magazine – the only regular news column on brand identity issues in Italy, and in 2011 he authored the first book on brand identity in Italy, also called “Brand Identikit,” published by Fausto Lupetti Editore. And as natural evolution of these activities, starting in 2012, Grizzanti is also managing Italy’s first digital Italian magazine on brand identity:


Gaetano Grizzanti © 1986-2014 gaetano@grizzanti.itcopyrightarea riservata