Reimagining Ducati:
An Awarded Scholarship Project
An Awarded Scholarship Project
For a scholarship competition at Domus Academy in Milan, I reimagined the visual brand identity for Ducati, earning the highest scholarship that year for the Visual Communication Design Master’s program.
The redesign aimed to enhance Ducati’s core values: Italian Spirit, Family Bonds, Sportsmanship, Excellence in Design, Love of Beauty, Strong Emotions, and Unique Experiences.
The goal was to create a visual identity that was both approachable and dynamic, bridging Ducati’s rich legacy with modern design trends. The aim was to ensure the brand’s relevance for today’s audience while maintaining its authenticity.
The challenge was to craft a visual identity that communicates the essence of the Ducati brand, captures its legacy and boldness, and reflects its global presence. It had to meet the qualities of an effective brand identity: simplicity, memorability, and relevance.
The Outcome
The redesign uses Ducati’s iconic colors with modern gradients: red for passion, black for elegance, and white for clarity. Bold, modern, and handwritten typography complements the dynamic feel, while three logo concepts reflect Ducati's passion and innovation:
Elegant Road Curves: This concept features the brand name with flowing curves that symbolize winding roads, reflecting Ducati’s Italian elegance and adventurous spirit.
Bold Initiation: The design uses bold lettering to embody strength and confidence, with the curves still symbolizing roads while adding an approachable yet powerful touch.
Simplified “D” Initial: This is minimal yet impactful, using a smooth, curved "D" to represent motorcycle roads, blending simplicity with sophistication to make it instantly recognizable.
This project gave me the chance to reimagine an iconic Italian brand, combining Ducati’s heritage with a fresh, modern design. The new identity highlights Ducati’s bold personality and speaks to both its loyal fans and a younger, global audience. The jury appreciated how the design stayed true to Italian values while staying relevant to today’s market. It’s a vision that brings the brand’s history into the future, making it both impactful and memorable.