The redesign of the I.S.P. logo represented an iconic turning point in the sustainability journey of a company that looks to the future while building on the solid foundations of its tradition and roots. The choice of the olive tree stems from the presence of the tree at the main entrance to the company headquarters: the photo shoot and subsequent illustrated reworking of this plant, so rich in symbolic meaning, has made it possible to convey the ILLVA Group’s ongoing commitment to sustainability in an immediate and easily understandable icon.