Bologna, Italy -- Lapitec, the Italian company that patented the material of the same name presented a new brand identity at Cersaie 2019.

Today, 20 years on from the discovery of Lapitec sintered stone, the company has given itself a new image, with the aim of confirming its position as a brand of style and an ambassador for Made in Italy products around the world. Underlining the importance that Lapitec places on international affirmation of its brand, the new brand project was entrusted to the Univisual Studio of Milan, led by Prof. Gaetano Grizzanti, which specializes in consulting on brand strategy and the design of identity systems.

"The new visual identity arises from the need to underscore our positioning within the international market and to communicate the values and mission of the company in a more incisive way," said Marcello Toncelli, vice president marketing for Lapitec. "The intrinsic aesthetic force that this new logo expresses represents our desire to be a stylistic and technical reference point for the world of architecture and design. This is the first step on a journey of growth that we are undertaking in order to deal with the competitive challenges that we are called to face."

The new brand tagline, "Naturally Italian," brings the aspects that make Lapitec a green, sustainable and safe material to the fore. These are the determining factors that draw customers attracted by the mineral composition of the slabs, made of completely natural raw materials, free of resins or petroleum derivatives.

"The new brand interprets in an emblematic way the values inherent in the identity of the Lapitec brand: a modern and rigorous synthesis of exclusivity and leadership, as well as depicting the functional components of the product, such as modularity, and possible applications, both for building coverings and horizontal surfaces," said Grizzanti, CEO of Univisual.

The final graphic result of the logo is an attractive heraldic emoticon, a symbol of identity and belonging, that communicates both experience and innovation.

"The journey that led us to introduce our new brand has been an extraordinary one, thanks to the work carried out as a team with the internal Lapitec department and Univisual," said Davide Ferracin, brand communication manager for Lapitec. "It marks a historic moment for the company, a restyling of our image that will affect all future communication. We are fully aware, moreover, that sustainability will be increasingly important in the choice of materials. Respect for the environment is one of our core values and the recent Environmental Product Declaration (EPD) certification provides yet more proof that Lapitec is a green product."

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