Logo stampa
15 anni
June 2018
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Trademark and identity

Hera is a multi-utility offering primary services to 2 million customers with a growth strategy that has seen the group and the results of operations double in size since 2002, with new partners joining and the creation of new companies.

In order to make the best use of the business model unusual features, the architecture of the brand has grown from a single group brand, strong and recognisable, that can be translated with slight variants based on the specific nature of the respective corporate settings.

In the sphere of communication the Hera Group brand is therefore the key to the visual identity and the inspiration for most of the group brands comes from it: primarily Herambiente and Hera Comm.

Where the name does not explicitly contain a reference to “hera”, such as, for example in the case of AcegaApsAmga, the Helvetica font and colours – magenta for energy, green for the environment and light blue for water – are given the task of expressing the corporate personality and evoking the association with the Group.

Trademark of Hera Group

Brand and visual identity manual

There are many reasons why a company uses a visual identity system.

The principle hinges on the fact that the consistent application of a brand responds to the need to define the identity of the company with precision and represents a fundamental element of communication.

A coordinated image produces an additional service:  it identifies the personnel and company vehicles; it promotes relations with the outside; it depicts communication initiatives.


To some extent, it also contributes to the running of the company.
An application manual therefore meets many needs: it outlines the basic elements of the coordinated image in an organic way; it enables personnel to use it properly; it also demonstrates the communication logic outside of the company.

The Hera brand was created in autumn 2002 by the Dutch graphic designer, Bob Noorda (the creator of many brands, some of them extremely well known such as Enel, Pirelli, Eni, Rinascente and the Milan metro).

The Hera Group Coordinated Image system was launched in 2003 and continues to grow hand in hand with the development of the company; the manual provides the guidelines for the application of the visual identity in the main corporate sectors. The Style Manual was also introduced in 2007.


Few words about the Hera brand-Holding Energia Risorse Ambiente:


“The new holding company with a sharp and original name requires an image that can be easily recognised.
We concentrated on the idea of combining a symbol and a logo in a single brand. The logo needed special attention to express a modern activity; the four letters inclined and getting thinner express dynamism.


The symbol expresses three elements clearly:
Energy – Resources – Environment which symbolically flow into the word Hera.
The colours – red for energy, blue for water and green for the environment – help to express this brand/logo.”
Bob Noorda, November 2002

  • Who is Bob Noorda
    Bob Noorda

    Born in the Netherlands, he studied and worked in Amsterdam in a rationalist atmosphere before moving to Italy in the 1960's. He designed the signposting for the Milan subway (winning the compasso d'oro award) as well as other cities. He played an active role in the evolution of graphics in Italy, thanks in part to his association with the triennale di Milano. He has worked for pirelli, la rinascente.

  • The typeface
    Max Miedinger

    The Helvetica typeface was designed in the early '50s by Max Miedinger, who had been commissioned by Swiss type foundry Haas to come up with a more modern version of the Akzidenz typeface. Thanks to its simple form, great clarity, compactness and adaptability (it has 34 different versions), the Helvetica typeface is an excellent communications tool, this borne out by the fact that it remains the most widely-used linear typeface.

    Alfabetico Helvetica
Hera: a 15-year stream
Un bilancio di sostenibilità a valore condiviso 2016
Shared value
Un bilancio di sostenibilità a valore condiviso 2016
A responsible service
A responsible service