New languages for evolving institutions. A conversation with Massimiliano Cipolletta, President of the Torino Chamber of Commerce

Nearly a year after the rebrand, Bellissimmo’s project for the Torino Chamber of Commerce has been rolled out consistently across the territory — an opportunity now to reflect on the value of this journey and on how a visual identity can contribute to a broader refresh of an organisation’s public presence, especially one so deeply rooted locally. We asked President Massimiliano Cipolletta to comment on the challenges the institution is addressing currently and, in more general terms, on the opportunities he sees for the city. In this sense, the shift in visual language becomes part of a broader commitment: a step toward further strengthening the positioning of an institution that is so open, accessible, and close to businesses, arriving at what he describes as “a decisive moment.”

What should the role of a Chamber of Commerce be today, in this moment of major transformation and uncertainty?

We are a public institution deeply rooted in the history of our local territories, and while everything around us becomes increasingly dynamic and uncertain, we must continue to be a solid point of reference. On one hand, we have a responsibility toward all the businesses that pay the annual membership fee: every euro received must return to the territory in the form of opportunities, services, training, and projects designed especially for small and very small businesses. On the other hand, we are an institution capable of acting as an intermediary, becoming a public square where different identities and perspectives can meet and engage in conversation: a role we are striving to strengthen because it is extremely valuable in an increasingly fragmented society.

The new logo speaks about openness and innovation, as you describe it yourselves. What opportunities and priorities do you see for Turin and its territory in the near future?

Like all modern metropolises, transformation is underway in Turin, too. It boasts centers of excellence, higher education institutions, over 115 thousand university students, a year-round cultural offer, and a growing tourism sector. These are all strong assets that can enrich the economic landscape alongside an industrial sector increasingly focused on digital technologies, automation, AI, and sustainability — and that includes high value-added niche sectors ranging from aerospace to advanced manufacturing, as well as a broader service and knowledge economy. The future is built by strengthening innovation, research, and collaboration amongst institutions, businesses, associations, and universities — with the Chamber of Commerce playing an active role. 

How was the rebranding received? What kind of feedback have you collected? What are you appreciating most about the new identity now that it has been implemented?

The rebranding —strongly supported by the previous President, Dario Gallina, whose vision I have carried forward— arrived at a decisive moment: the beginning of a new administrative term that will continue through 2030. It doesn’t represent a mere graphic update: it marks an evolution in our communication style, making it more modern and accessible, while strengthening the identity of an institution that is close, dynamic, and innovative, in line with the new goals and directions we are defining together with the Council and Executive Board. After 30 years, change naturally takes time to settle in, but the initial reactions have been positive: both internally and externally, we immediately received appreciation for the greater visibility, freshness, and usability of the coordinated identity system. We do recognize and are grateful for the professionalism of those who supported us throughout this process.

Published: May 15, 2026