GALBUSERA
1 Logos and restyling over time
In 1938, in a laboratory of a café-pastry shop in Morbegno, in Valtellina in the province of Sondrio, Mario and Enea Galbusera (sons of the founder Ermete) started one of the most important entrepreneurial realities in our country, driven by the dream of sharing the unique goodness of their biscuits beyond the borders of that place. Appreciated for their cakes and pastries, the pastry production extended to also include artisanal biscuits; only in 1950 did the first industrial plant start up. From Valtellina, Galbusera biscuits were distributed first throughout Lombardy and then throughout northern Italy. The first logo in 1959 was a calligraphic inscription, typical of the time.
In 1981, the brand consisted of the brown logotype, composed of all lowercase letters, and the single letter “g” in whose upper eye appeared a circular biscuit. The company’s boom can be traced back to the constant evolution of its products and communication with memorable commercials, the most famous of which featured the unforgettable figure of “Mago G” or “the magician of goodness” who, wearing a wig and yellow and red clothes, went around the streets of Milan with skates and a wheelbarrow to distribute packs of Valtellinesi biscuits.
In 1990 the new logo no longer showed the biscuit but the black writing with 6 red oblique elements. The Nineties established the supremacy of healthy and correct nutrition and Galbusera could not miss the appointment; in addition to the “Classici” line, inspired by the ancient recipes of the Italian art of baking, Galbusera developed the “Speciali Salute” line, a new generation of biscuits with innovative nutritional characteristics to satisfy new dietary needs.
With a view to consolidating its leadership and strengthening its position on the health food market, in 2008 the Milanese agency Robilant was commissioned to restyle the logo, which was renewed with a new typeface and with softened stripes that almost simulated an embrace, together with shades of blue and orange that convey greater naturalness and warmth. The whole thing is completed by uniform packaging for all product lines that highlights the pluses of biscuits and crackers.
The rigidity and mechanical nature of the previous logo did not express the values of empathy, reliability and quality that the company wanted to communicate; therefore in 2019 Galbusera introduced a new logo with the graphic sign now placed above the logotype which, thanks to appropriate cuts, evokes the mountains of Valtellina. In addition to the change of logo, new products with new packaging and a successful advertising campaign with animated characters are also on the market.