Following Cerri Cantieri Navali’s (CNN) acquisition by the Gavio Group – owners of Baglietto and Betram – in 2011, the Italian shipyard has recently completed its brand transformation. On 25 June this month CNN introduced its avant-garde identity to the superyacht industry.

Designed by the creative agency, Giango, the new look CNN is trying to espouse the characteristics that it believes form its distinctive traits, ‘Italian excellence and a strong personality’.

The new corporate image includes a new logo, website and the brand consistency that was previously lacking, making CNN easily recognisable. The new logo is a throwback to historic Cerri brand imagery, developed to strengthen old and new idioms – “Dream about a work of heart. We launch it”. The ivory and anchor grey highlight prestige and solidity respectively.

CNN will also be launching a new advertising campaign to convey its cohesive market message through a recognisable communications tool. Perhaps most important to the CNN transformation is the development of a modern and intuitive web platform to tie together all aspects of the rebrand and provide customers an attractive and easy to use conduit for their business. An iPhone and iPad application will soon follow for CNN dealers worldwide.

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