Beretta is an Italian brand of the weapon-manufacturing company, which specializes in the design and production of firearms. It was established in 1526 by Bartolomeo Beretta and became one of the world’s most well-known firearms producers. The company is fully private.
The history of the Beretta company began in Gardone Valtrompia in the 15th century. The first written references to the company’s activity date back to 1526. Since then, 15 generations of the Beretta family have passed.
Over its nearly 500 years of history, Beretta has acquired a wealth of experience and knowledge which has enabled it to develop specific and unique technologies in the field of precision mechanics.
With fully automated equipment, only highly qualified specialists work here – an essential prerequisite for achieving the high level of precision and quality that is embodied in the development work.
Beretta has a production capacity of 1,5 thousand weapons per day, which covers almost the entire range of handguns produced.
In the early 1990s, Beretta expanded its production to include hunting rifles, a complete line of hunting accessories, target shooting rifles, and outdoor sports equipment that quickly became highly sophisticated and elegantly designed. Beretta clothing and accessories are sold in leading gun stores in Europe and America.
What is Beretta?
Beretta is the oldest firearms manufacturer in the world. The company has been in existence for almost 500 years and has been run by the same family for all that time. Beretta currently has a production area of more than 100 thousand square meters and employs about 2,600 people. The company produces 1,500 weapons per day. Ninety percent is made up of sporting guns sent for export.
The very first Beretta badge boasted a traditional classic crest with vignettes and an elegant PB monogram on it. The crest was usually made of dark metal with all the elements embossed on it, so the color palette was always composed of gradient dark metallic shades and depended on the metal used for the emblem.
The Beretta visual identity can be called iconic. Its emblem is instantly recognizable across the globe and has a very interesting history, while the elegance of its wordmark makes the whole logo look stylish and sleek.
The Beretta emblem is a circle with three vertical arrows and three smaller circles inside. The logo got the name “Trident”, but when you get to know the story of its appearance, you see that the name has nothing to do with the meaning of the famous emblem.
The brand’s founder, Pietro Beretta, saw this symbol in the house of Gabriele d’Annunzio and asked to borrow it for the logo, as soon as found out its meaning.
The three arrows of the badge symbolize three warning shots of the battleship. There was also an inscription “Dare In Brocca”, placed on a ribbon in the upper part of the emblem, which means “Hit the Target”.
Today the emblem is refined and modernized, it looks minimalist and strong. The Beretta wordmark is a perfect accompaniment for the contemporary neat emblem.
Written in all capitals, the inscription is executed in a smooth and sophisticated serif typeface with a slightly curved tail of the letter “R”. It is a true reflection of Italian style and finesse.
The uppercase sans-serif lettering from the primary badge of the Beretta weapons manufacturer is set in a heavy geometric font with clean contours of the characters and straight cuts of the bars. The closest fonts to the one, used in this insignia, are, probably, Linotype Aroma No 2 Com Extra Bold, or Futura No 8.
As for the color palette of the Beretta visual identity, it is set in a timeless black-and-white combination, which never loses its power and style. The heavy black lines of the badge evoke a sense of masculinity and brutality, which perfectly represent the core of the company.