Francesco Peroni in 1846 started the production of carbonated water and a non-pasteurized drink, the so-called “beer” in Vigevano (Milan), intended to meet the low local demand. The then Kingdom of Savoy was affected by strong political and social tensions that would have led to the establishment of the future Italian state. In 1864, dissatisfied with the Vigevano market and confident in the developments following the proclamation of the Kingdom of Italy, the young Peroni moved to Rome near Porta Pia to start production in a second, larger and technologically advanced factory where the beer was pasteurized. and aged in the cold; Rome was destined to become the capital of the Kingdom of Italy, a destination for tourists and pilgrims, a crossroads for military troops, an ever-expanding bureaucratic center. On the letterhead of 1901 appeared a composition of medals and awards in which the first logo was present: a six-pointed star with a mug in the center and the words “Peroni Roma”; the six-pointed star was used as an alchemical symbol precisely because the manufacture of beer had, at the time, something magical.

In 1906 the logo was isolated from the composition in the letterhead and, in 1910, a heraldic coat of arms with the eagle appeared, all inserted in a circle divided into white and blue.

In the 1930s the logo was enriched with a thick frame in which the words “Birra Peroni Roma” and the shield with the eagle lived. In the absence of binding graphic rules, in those years a series of logos-signatures coexisted on enameled plates; on some the crown appeared to symbolize the supply to the Royal House. The company continued to grow until the Second World War, after which, in 1944, it resumed with the arrival of the allies and raw materials.

After the war, the famous red gold cap became the symbol of the company. In the 1950s, the company was represented by a logotype with Gothic characters, typical of traditional German beer labels.

The company played a leading role in the Italian economic boom at the turn of the fifties and sixties; the popularity of the product multiplied through the legendary Caroselli, the billboard and press campaigns that featured the “blonde Peroni”. Even objects, glasses, bottles have become, over time, an integral part of the daily life of Italians, objects of collection and exchange. In the mid-sixties the logo was renewed: a red and gold square with rounded edges in which a white hexagon was visible with the inscription “Birra Peroni” in capital Helvetica and the laurel wreath with the date of foundation; the hexagon lengthened according to use.

In 1985 the logo underwent a further restyling: a stylized and elongated “biscuit” with stick lettering. In the beer label, note, there is the historic logo in which the six-pointed star disappears to make way for the laurel with the mug.

In 2013 the logo underwent minor restyling interventions, especially in the lettering; above the logotype appears the signature of the founder as well as an illustration of him.

For the anniversary of 175 years of activity, Peroni entrusts the restyling of the entire visual identity to the Smith Lumen agency. The brand has been made more contemporary and minimal; in fact we wanted to focus on modernity without profound alterations while maintaining the original font and red color. The shape of the frame has also been modified by removing the background fill and using only the gold outline as a border.