CANTIERE DELLE MARCHE
“Cantiere delle Marche” is not a hundred-year-old shipyard, but this does not mean that its past, albeit short, has not been intense, full of challenges, bold choices, memorable events, some obstacles and many successes. This year CDM celebrates its tenth anniversary: on this occasion the company decided to retrace all the experiences and, to put order on the endless stories of the nautical world that occurred in just over ten years, to impose a limit, a precise number of stories, ten projections into the past of the shipyard’s history, as many as its years of activity.
THE DECENNIAL’S BRAND
The number 10, a number that marks the years of activity of Cantiere delle Marche, becomes the symbolic container of all the achievements as well as the leading graphic element of the decennial’s communication system. Since this element had to be included within the graphic alphabet of CDM, we decided to develop the decennial’s brand using some features attributable to the corporate identity, such as the belly (the white shape inside the number) of the “zero”, which was inspired by the design of the shipyard’s coat of arms.
A DECADE OF EXPLORATION, TOGETHER
In order to give the ten-year communication activity a greater contextualisation, we decided to update the claim “The expedition starts here” with a solution that was more in line with the communication project. “A decade of exploration, together”, thus, becomes the new slogan with which the shipyard intends to open its doors and begin the celebration of its tenth anniversary, with a spirit of sharing and openness.
WE ARE BORN
WE ARE DEDICATED
TO OUR WORK
WE VALUE EACH
WE THINK OUT
OF THE BOX
WE TURN MISTAKES
From the late Latin word “decalogus” and the Greek “dekálogos”, compound of “déka” (ten) and “lógos” (word),
a decalogue is a series or set of fundamental principles which, in this case, are indissolubly linked to the
soul of the shipyard.
What is the Decalogue for CDM? In a certain sense, the Decalogue becomes the mirror of the shipyard, which is a place made up of different people, skills and professionalism. It becomes a way to facilitate the expression of the reference values of the company. It is a tool designed to help the shipyard in better defining its own perimeter and, to do so, we asked them to analyse and explore each point of the Decalogue by drawing on existing documents, declarations, notes, drawings and photographs belonging to the past/present of the company. It is a tool that provides food for thought and, above all, it represents a starting point to move forward.
When one enters one of the stories of the Decalogue, the visual element of the decennial changes. The “zero” of the number “ten”, thanks to its circular composition, takes on a different and dynamic aspect every time, which enters into a strong relationship with the textual content conveyed by the article/interview. This system allows a dedicated generation of both textual and visual content, composing the communicative language of this important anniversary.