In 1997 Mr. Beniamino Levi created an innovative new brand name with a clearly defined identity which focused on all of the creative aspects of Salvador Dalì’s “World”. The Dalí Universe, brand name was born. “The Dalí Universe” was the name given to the museum exhibition space located at the prestigious County Hall Gallery on London`s South Bank. The museum opened in 2000 and operated for a decade until 2010.
A new logo was specifically designed for the London exhibition location. During 2007 the marketing team decided to remove the word `The´ from the original logo. This revised logo – adopted and used in London for nearly ten years – was the version preferred by Mr. Levi and by the group Marketing Team and all their external collaborators, therefore it was decided to maintain the logo graphic idea.
In 2011 the London logo was revised in terms of its form and colour choice, and so was born the new logo which is known today and used for all group activities.
“In London, fuchsia and yellow were The Dalí Universe brand colours. After consulting with Mr. Levi it was decided the time was right for a ‘revamp’ and something more official and more sober. A new more sober colour selection was adopted – that of red and black. Also, instead of using the entire mustache, that seemed a little too playful, we maintained just a reference to Dalí’s mustache.”
Dali Universe Marketing Department
