A dog or a dragon? Who is the smiling, fire-breathing creature with the six legs?
It all started in 1952
With this little figure, sculptor Luigi Broggini won a competition to design a logo for Eni’s advertising campaign. The dog aroused the curiosity of many people in Italy, and there were many interpretations of his work. The logo was used in advertising campaigns and displayed at filling stations.
Over the years we have been able to follow the history of the company by seeing how our logo, with the ever present dog with the six legs, has changed.
Man's best friend
Italian filling stations were inspired by American architecture and design.
Filling stations not only offered their customers fuel, but a restaurant and accommodation too.
The dog became the symbol of the potent Italian fuel and the motorists’ best friend.
That was back in the fifties
The Italian economy was booming, more and more people owned a car, and travel became a part of everyday life. The dog became a symbol associated with filling stations and motels, and a visible brand logo that Italians encountered both in the north and south of their country.
Today, Eni is an integrated energy company operating in 79 countries. The company is Italy’s largest and one of the most prominent energy companies in the world. 80 000 people devote their energies to the company’s success.
The dog logo has been interpreted and has attracted a much wider significance than it had in the early days. Today, it represents a company that has not only been loyal throughout its history, but also transparent and progressive, acting with courage and the determination to foresee what the future holds.
The Italian Emilio Tadini wrote his fable about the dog, or was it a dragon?