Forza Italia is the largest right-wing party in Italy, founded in 1994 by Silvio Berlusconi, based on the organizations of fans of his soccer club Milan. It was a new political force, in everything radically different from those that played in the political field before it. In 2008, Forza Italia merged with the National Alliance to form the People of Freedom party.
Meaning and history
The Forza Italia political party emerged at a time of crisis for the entire Italian political system, which was caused by both internal and external factors. It was on the ruins of the old political system and at the moment of transition to the so-called Second Republic that the famous Italian media magnate Silvio Berlusconi created a new type of party, calling it Forza Italia.
Forza Italia was the first party of a new type in Italy, contributing to the polarization of parties into Right and Left, and the birth of the so-called “Second Republic”. Initially, the party’s ideology was right-wing populism and anti-communism.
Forza Italia was created more as a commercial project, modeled after successful business corporations, in which at that time Berlusconi already had tremendous experience. Like other companies of the businessman, the party was able to show its effectiveness in the shortest possible time. One important factor in this was the party leader’s aggressive marketing.
Berlusconi himself from his first steps in big politics established himself as a bright charismatic leader of the right-populist persuasion, who brought a fundamentally new style of behavior and leadership to the Italian party environment. In fact, the leader of Forza Italia became one of the founding fathers of modern European populism.
In terms of visual identity, Forza Italia is very stable and confident. The party has been using its flag-based logo for years and has never made any changes to it, since the day of its introduction, keeping the recognizability and stability at the top of its priority list.
2013 – Today
The logo of the Forza Italia party has not changed since 2013 (for the year 2025), as it fully meets its objectives and perfectly reflects the ideas and character of the political organization. It is a flag-shaped banner with thick green and red segments separated by a thin white stripe and the bold sans-serif lettering, also in white, emerging from this stripe. The thickness of the wordmark’s bars is the same as the thickness of the white stripe on the flag, and the geometry of the two-leveled inscription grounds the smooth waves of the flag’s contour, creating quite a harmonious and super bright logo for the party.
Font and color
The strict and edgy uppercase lettering from the primary logo of the Forza Italia political party is set in a modern geometric sans-serif typeface with slightly narrowed and slanted characters, which looks pretty close to such commercial fonts as ITC Franklintrade or House Sans with some minor modifications of the contours.
As for the color palette of the Forza Italia visual identity, it is based on the National tricolor, composed of green, white, and red, where white elements work as stabilizers for the bold bright segments, adding a touch of reliability and transparency to the composition.