In 1946 Pietro Ferrero founded a confectionery factory in Alba (Cuneo) which, at the time, was little larger than a pastry shop.

On the first solid cream product with hazelnuts, the Giandujot, appeared the logo that depicted a smiling Gianduja (see Caffarel), the typical Piedmontese mask, with two children and the calligraphic inscription deriving from the typical Ferrero signature. The popular image was proposed as an invitation to optimism in an Italy that was overcoming the traumas of war and was heading towards the miracles of reconstruction.

In the 1950s, Giandujot hazelnut pasta was no longer the driving product that Ferrero offered; to mark the new products with the company name only, in 1954, the logo with Gianduja gave way to another more synthetic and modern one in which the calligraphic writing lived under the swirl of the letter “f” and with the stylized crown, reference to Alba, the city of a hundred towers.

In 1964, in full economic boom and on the occasion of the presentation of Nutella, a new logo was introduced with an imposing appearance, without the name of the city of origin and with capital letters. With this logo many consumer confectionery products have achieved notoriety.