The collaboration between De Rosa e Pininfarina becomes more and more solid and strategic, embracing a holistic vision that is rooted in product design and extends to the very restyling of the heart of the company: its brand. On the occasion of the launch of the new SK Pininfarina, a highly technological and innovative model that revisits and transforms the characteristic traits of its progenitor, will also be unveiled a logo development designed by Pininfarina for De Rosawhich, through semiotic study, tells the story of the company's avant-garde evolution.
New SK Pininfarina
Expression of the new innovative course of De Rosa is definitely the new SK Pininfarina. Regina De Rosa looks to the future by relying on Pininfarina's expertise to redefine the identity of its absolute brand De Rosa 2020 collection is the result of innovation, dynamism and integration. Consistent with the strong identity of the first SK, the new model has strong innovative elements. Greater dynamism thanks to the total change of the rear stays and top tube. Higher speed and efficiency achieved by softening and reducing the volume and weight of the sail and tightening the horizontal part of the frame. Finally, the integration of all wiring on the frame and in the handlebars, which results in a reduction in volume due to the total change in the cross-section of the tubes, which despite becoming more compact, retains its rigidity and functionality
The new logo
The result of a rich exchange of ideas between the experts of the two made-in-Italy icons, the brand represents the perfect synthesis between the glorious past that the Milanese company has gained in over 60 years of activity, and the visionary values for the future that have always characterised it. Stylistically, the brand retains the incisive character typical of the De Rosa house, but the shapes are reinterpreted with a more modern design. An accelerated typeface is used, the outstretched shapes suggesting rapid horizontal movement. The style of the logo is the key to a path expressed in the solidity of a lettering that gradually becomes more and more dynamic, fast, open to the future. The main innovation, however, is the new shape of the heart, the central soul of the De Rosa brand, which is almost 'engineered' by exploiting the proportion between the circular elements on the bike, to become a pulsating element of absolute stylistic and technological perfection. These two new elements add to a partnership that began five years ago with the launch of the first SK Pininfarina at Eurobike. A collaboration that is now consolidated and which, thanks to the definition of a strong and distinctive design language, lays the foundations for future expansion of the range.
"As the De Rosa family, we decided to make a heartfelt decision and study a new logo, together with the Pininfarina designers, that would reflect the vision of our products, but in full respect of our history that identifies us. For this I thank Paolo
Pininfarina and the entire Pininfarina style centre for fully understanding and enhancing the De Rosa tradition by projecting it into the future" states Cristiano De RosaDe Rosa's administrator. "The launch of the new SK designed by Pininfarina is a perfect expression of the path of innovation we are pursuing together."
"Working on the brand for us means working on the soul of a company" states Paolo PininfarinaPresident of the Group. "In De Rosa, we have found such a commonality of values and vision - materialised in the great success of SK - that we are delighted to consolidate our partnership with this new model and begin to imagine future development scenarios together".
