“Limited company Magazzini Standard” was the first name that the Monzino family gave, in 1931, to the commercial activity opened in Turin. Since “standard” was an English word, the fascist regime imposed the name “Standa” on the chain; it was also the acronym for “Company all necessary items of furniture and clothing” where items were sold at a single price.
After the war, the company began an intense development plan with the opening of numerous stores that led it to expand throughout the country; in 1958, the first in Italy among large commercial enterprises, it introduced shopping trolleys and the food sector with self-service sales in its warehouses. In that year, the first logo was designed that featured capital letters with an imposing appearance.
In 1973 there was the acquisition by Montedison and, thus, the logo ended up presenting the characteristic lettering with the brand of the parent company (see Edison).
In 1988 it was acquired by the Fininvest group and, therefore, acquired the identity of the group with the presence of the snake; later, only the logo appeared.
In 1996 it presented a new logo to the market; the restyling operation, conducted by Landor Associates, led to the birth of a softer logo and new signs for the different types of sales. Continuity with the past had to ensure even if the lettering of the logo needed to be transformed into something less industrial. In fact, the new name “La Standa” recalls the simple and colloquial language used in the family. News also in the Standa logo products characterized by a double green leaf so as to evoke the concept of nature and genuineness in the consumer.
In 2017 the company changes its logo and, for the first time, a graphic sign appears in its identity, that is the red letter “S” inside a red and orange circle. The logo with the capitalization of the initial and final letters is also highlighted.
