A crystal clear message

How we rebranded Pirelli’s oldest business.






While rebranding a global leading business is never easy, Pirelli’s deep and rich history in the industry made a change particularly challenging.

Prysmian was selected from several dozens of legally pre-screened name candidates. The name builds on the company’s ability to inspire. Like a prism, it is able to transport light, energy, and information across the planet. And because the concept is universal, the name transcends translation barriers, conveying the same brand message to all relevant languages worldwide.

An inspiring film that heralded a new era of opportunities and leadership introduced the new global brand to over 12,000 employees across all continents.

Prysmian, ever more the global leader, made a stunning debut on the Milan stock exchange in spring 2007.

Its inspiring message beams far and wide.