Posters and advertising
The historical posters and advertising of Generali Group
Between the XIX and XX centuries, thanks to chromolithography, which made it possible to produce large format colour posters, advertising found its expressive medium through posters.
The first Generali posters depicted mostly the colourful sights and the symbols of Venice, an important city in the company’s history, before focusing on insurance products, and ethical and social values through highly effective wall calendars. The messages conveyed were designed to encourage people to save, warn them to be cautious, advise them to be far-sighted, and underline the importance of education. In this way, the insurance company was reminding us that its task is to enhance people’s life and ensure a more comfortable future.
There were a variety of artistic styles, interpreting the tastes and trends of the time, and representing and adapting to times and places in every part of the world, reflecting the international dimension of Generali Group.
The artists designing the posters were often also landscape and portrait painters. Some of the most famous artists celebrated Generali as Achille Beltrame, with his calendars depicting scenes of rural life, Marcello Dudovich, whose delicate touch created iconic female figures, Gino Boccasile, author of some famous advertising mainly depicting the countryside, and other artists including Leopoldo Metlicovitz, Plinio Codognato and Gian Luciano Sormani, to name just a few.
In the second half of the XX century with the advent of new techniques and strategies in the world of marketing, cartoonists found their place in the so-called “small ads”. Some of the most famous creators of cartoons, comics and logos for the companies of Generali Group included Giorgio Forattini, Milo Manara and Marco Biassoni.