The story of Voiello begins in 1839 when the Swiss engineer August Vanvittel, who arrived in Naples to build the first Italian railway, was fascinated by the Mediterranean culture; he marries Rosa Inzerillo, the daughter of a pasta maker, and begins to cultivate the dream of opening his own pasta factory. The project, however, will be completed by his nephew Giovanni who, in 1879, will inaugurate the “Giovanni Voiello” pasta factory in Torre Annunziata (Naples). Since 1862, immediately after the annexation of Naples to Piedmont, the family is no longer called Vanvittel but Vojello and, later, Voiello for those mysterious transformations that characterize the transition phases. In a few years the pasta factory became synonymous with excellence in the ancient art of pasta making, a point of reference for the entire Neapolitan aristocracy and for refined intellectuals who love pasta.

The first logo of the early twentieth century depicted the signature of the founder with a cook at the stove; it was a logo-label with a stately character with the chariot of dawn which, with the celestial quadriga, rose into the Vesuvian sky that was dawning pink. Also thanks to modern technologies, production since then crossed the borders of Campania to take on a national dimension.

The 1924 logo was characterized only by the founder’s surname with the letter V above the entire logotype composed in capital letters. Giovanni Voiello began to participate in national and international fairs with stands of considerable visual impact.

The logo in 1932 underwent a restyling with the elimination of the overlining and the more full-bodied characters. With the Second World War the pasta factory went through a profound moment of crisis; with the post-war reconstruction, things improved, restoring the quality of the past.

In 1956 the logo changed with the only calligraphic logotype in uppercase and lowercase.

In the 1960s, the new methods of distribution created many problems; the lifeline arrived in 1973, right in the middle of a national economic crisis, thanks to the meeting with Barilla which marked the beginning of the recovery for the company. Gio Rossi was commissioned to design the new logo: to the glorious name of the pasta, this time in upper and lower case, was added the icon of the Pulcinella mask “eat spaghetti” on the unmistakable panorama of the Gulf of Naples with the smoking Vesuvius. Sometimes only the upper part of the brand with the scalloped frame was used.

It was for the 120th birthday since its foundation that, in 1999, Voiello inaugurated a relaunch plan for the new millennium with a slight restyling of the logo: the essentialization of the composition and the chiaroscuro colors.

In 2006, to keep up with the times, the company commissioned the Vittorio Mancini agency for the new logo with a new synthesis of the 3 Voiello icons: on a dotted blue background the V with the curl on the left, Pulcinella mangia spaghetti and the the gulf of Naples; even the packaging becomes blue, like traditional sugar paper, in order to bring out even more, by contrast, the golden color of the pasta inside.

On the occasion of the 135th anniversary of the ancient pasta factory, in 2014 Barilla launched a tender to relaunch the Voiello logo, which was won by the FutureBrand agency. Great importance is given only to the Voiello logotype, with a white calligraphic font on a Savoy blue background; is the color chosen to dress the Voiello pasta packaging as well.