Moto Guzzi
Definition of the brand standards, design and
writing of Moto Guzzi’s brand book.
Moto Guzzi
Definition of the brand standards, design and writing of Moto Guzzi’s brand book.
moto guzzi brand book
Moto Guzzi Brand Book
Standards Manual, 23×33 cm
54 pages

2015 © Nicola-Matteo Munari
griglia modulare
The modular grid system
that has been designed
for the brand book.

2015 © Nicola-Matteo Munari
moto guzzi brand book
Ph. © BikesRepublic.com
moto guzzi brand book
Ph. © Nicola-Matteo Munari
moto guzzi brand book
Ph. © Nicola-Matteo Munari
Moto Guzzi + Garage

Founded in 1921, Moto Guzzi is one of the most famous Italian manufacturers of motorbikes, since 2004 part of the Piaggio Group.

On the occasion of the development of a new brand strategy, a standards manual was designed in order to coordinate the communication of both Moto Guzzi and Moto Guzzi Garage, a sub-brand dedicated to custom bikes.
acquila moto guzzi logo
Detail of a chapter’s
opening page.

Ph. © Nicola-Matteo Munari
moto guzzi garage
Ph. © Nicola-Matteo Munari
moto guzzi vintage
Ph. © All rights reserved
The Standards Manual

The project of the manual—that was designed in a consistent way to other standards manuals previously issued by the Piaggio Group—included the definition and writing of the brand standards and the design of the guidelines.

The manual coordinates all of Moto Guzzi’s communication elements and applications—from the use of the iconic flying eagle emblem to typography, from temporary signage to showroom graphics, from digital to printed documents, on to advertising and motorbike graphics.
moto guzzi brand book
A page from the chapter dedicated
to basic graphic elements.

2015 © Nicola-Matteo Munari
moto guzzi brand book
The opening page of
the first chapter.

2015 © Nicola-Matteo Munari
moto guzzi brand book
Detail of a technical drawing
illustrating the logo’s clear space.

Ph. © Nicola-Matteo Munari
moto guzzi vintage
Ph. © All rights reserved
moto guzzi brand book
Ph. © Nicola-Matteo Munari
A Coordinated Identity

Completed by a section dedicated to the brand basic principles, the manual designed for Moto Guzzi is a document of paramount importance for both the management of the brand identity and the coordination of the company’s communication design.

—Nicola-Matteo Munari

Company
Piaggio Group

Coordination
Interbrand

Design+Text
Nicola-Matteo Munari

Assistant
Greta Bussandri

Project Date
2015