BRAND IDENTITY
The Six-Legged Dog: Eni's brand identity and history
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Eni's brand history at the Palazzo delle Esposizioni in Rome
From 18 June to 28 July, the Palazzo delle Esposizioni in Rome is hosting the exhibition "Il cane a sei zampe, la storia di un’icona che guarda al futuro" [The six-legged dog: the history of an icon that looks to the future]. The exhibition traces the history of Eni's brand and communication campaigns, from its origins to the latest developments that express the company's transformation to respond to the energy transition.
The exhibition is moving to Rome after its debut at the ADI Museum Design in Milan last May.
Presented as an installation, the exhibition is visually inspired by the lines of the famous Bacciocchi service station, a Milanese icon of Eni design from the 1950s, and the narrative unfolds on two levels, that of the walls and that of the display islands. Photographs, posters, reproductions of physical objects and original drawings evoke places and contexts where the Six-legged Dog has been experienced by different generations and accompany the visitor on a journey through time of more than seventy years, culminating in the new visual identities of Plenitude and Enilive and Eni.
One energy from different energies
Today, the lines of the Six-legged dog find new interpretations in the logos of Plenitude and Enilive, with new colours, green and blue, to express the commitment of these new companies to renewable energies, biofuels and advanced solutions for increasingly sustainable energy and mobility. Just as a single energy can be created from different energies, the values that have always distinguished us are expressed in new ways, while renewing an original idea characterised by solidity and dynamism.
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An exhibition resulting from a collaboration with design and art venues
Eni is the main partner of Expodemic, the second edition of the Festival of Foreign Academies and Cultural Institutes in Rome which, starting from the Palazzo Esposizioni, spreads throughout the fabric of the city. The festival illustrates the close link between the emergence and development of exhibitions and the history of the academies, both through the involvement of currently resident foreign artists and through historical documents. In this context, we chose to bring the exhibition-installation on the history of the Eni brand to the Sala Fontana of the largest exhibition space in the centre of the capital, the Palazzo delle Esposizioni, one of the most important organisers of events in the Italian and international artistic and cultural world.
The ADI Design Museum, a symbolic place for Italian design
The aim of the ADI Design Museum-Compasso d’Oro is to spread the culture of Italian and international design by bringing to the general public a large series of projects from the historical collection of the Compasso d’Oro, the oldest award for Made in Italy design set up by Gio Ponti in 1954. Established in a reclaimed historical site in Milan, originally used in the 1930s as a depot for horse-drawn trams and as an electricity distribution plant, it hosts temporary exhibitions, cross-cutting initiatives and events. The exhibition-installation on the history of the Eni logo and communication is part of the museum’s institutional sponsorship, which will last one year, from May 2024 to May 2025.
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