BVLGARI_Brand Elements & Brand Identity Prism
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Bulgari uses traditional typography and colors along with symbols like serpents to represent mysticism and link to tradition while conveying a sense of natural wildness. These tangible elements, along with intangibles like exotic exclusiveness and references to Mediterranean and ancient cultures, are meant to portray luxury through creativity, sensuality, and a perception of high quality Italian craftsmanship for those with rich elegance and social status.
BVLGARI_Brand Elements & Brand Identity Prism
- 2. Brand Elements-Tangible & Intangible Tangibles Typography (serif) - Link with tradition Serpenti - mysticism Colors (chromatic pattern) Natural wildness Colored Stones especially Sapphires Intangibles Exotic exclusiveness Mediterranean tradition Timeless (ancient) Luxury Perception Creativity and sensuality
- 3. B V L G A R I Physique Absence of Logo, Serpenti, Striking Colours, Harmonious/Unusual, Creation Relationship Trust, Exclusive, Timeless Reflection Rich, Elegance, with a high social position Personality Know-how, Glamour, Audacity Culture Italian made, Dolce Vita Self-Image High quality, Contemporary, Italian Picture of Sender Picture of Receiver Brand Identity Prism Internalization Externalization