76 Industrial Graphics Evolution: Italian design in the agricultural machinery

After forty years of design activity applied to the agricultural and industrial mechanics sector, Serigrafia 76 changes its name to "76 Industrial Graphics Evolution". The new brand is the result of an internationalization strategy which, starting in 2013, saw the Montecchio company consolidate its place on global markets

Serigrafia 76 is an Emilian company based in Montecchio (Reggio Emilia), specialized in the design and manufacture of stickers, decorations and other design solutions for tractors, agricultural machinery, earth-moving machines and industrial vehicles. Active in the productive fabric of the Reggio area for over forty years, the company experienced a vigorous growth path that led it not only to take root in the territory, thanks to the recent acquisition of Optima Serigrafia, but to cross national borders with the creation of an Indian subsidiary in 2013. Its name is Decal In, located in Pune (in the State of Maharashtra, not far from Mumbai), a production company designed to interface with Asian manufacturers or European producers with production facilities in the Indian subcontinent. A key milestone in this success story is the partnership with the Agco Group, which saw Serigrafia 76 create the 3D logo of the new Agco Ideal combine-harvester. However, the news does not end here, because the company from Emilia has announced an imminent change of logo: no longer “Serigrafia 76” but “76 Industrial Graphics Evolution”. Mondo Macchina met its President and CEO, Fausto Mazzali, to take stock of the new business strategies.

 

What motivated you to change the logo and what added value do you expect from the new brand?

The new logo is a graphic sign that represents our current identity: a reality that creates value for the target industry with an international perspective, innovating without losing sight of its history. The grey represents the technical dimension and red is the emotional and human dimension. This synthesis between the two elements is for us a distinctive market character that must also reach the customer in a visual and empathetic way.

 

Tractors and agricultural machinery are increasingly focusing on aesthetics as a distinctive feature and an element of recognition, and design has become a full-fledged purchase driver for the public...

Design and image are today a key dimension in every purchasing process, including B2B and even low budget. Our customers are leading manufacturers of machines for industrial and agricultural use and today, to excel at the international level, they can not forego giving attention to aesthetics and details. Our role is to have the right sensitivity to support them.

 

Over the last few years, your company has been paying increasing attention to foreign markets. In an increasingly interconnected world, design also becomes global...

The great references of design at the global level are always born from research, integration and contamination between concepts and experiences. Everything that belongs to the visual and architectural arts does not need linguistic mediation to reach its target. We can consider design as a pioneer of globalization. In this context, we have always been convinced that openness is at the base of growth.

 

With this in mind, what are the goals you have set for the near future?

76 Industrial Graphics Evolution wants to become a point of reference for the industrial graphics and decoration industry at an international level. This mission certainly goes through an approach that combines a “sartorial” approach, centred on personalization and on an industrial organization of production systems and logistics. Research, new markets and digitization will be our keywords for the next few years. All this without ever forgetting the people, who are at the centre of the project for us: today, in order to compete, we can not ignore the growth of skills.