Logo and Brand Loyalty
Giovanni Ravelli, Giorgio Parodi and Carlo Guzzi had envisioned the creation of a motorcycle company after World War I. When Ravelli was killed in a plane crash just days after the end of the war, Parodi and Guzzi chose to commemorate Ravelli by choosing as the emblem of their company, the symbol that represented their camaraderie and their common passion for flight: the insignia of the Italian Air Corp, l’aquila ad ali spiegate, the winged eagle. Originally, the emblem consisted solely of the gold eagle (with wings spread) over the Moto Guzzi lettering, usually in a sans serif typeface. From the late seventies to the early eighties, the eagle was heavily stylized, with the upper edge of the outspread wings forming a smooth, horizontal line. The late eighties saw a return to the less stylized gold eagle. The nineties saw the eagle and Moto Guzzi script on a flat red oval with a gold band along its perimeter. Circa 2004, the emblem reached its current, three-dimensional form.
Since 2001, Moto Guzzi has annually hosted Giornate Mondiali Guzzi, also known as GMG or World Guzzi Days, inviting fans to Mandello. In 2006 over 15,000 Guzzi fans from over 20 countries traveled to Mandello for the event. GMG 2007 took place on 14–16 September 2007, with 17,000 Guzzisti attending, the introduction of the Griso 8V, a Museum exhibit “Moto Guzzi e i Motori” (Moto Guzzi's Engines), display of the first Griso 8V off the assembly line (awarded by raffle), and 500 gift sets of commemorative 'intake valves.' Another exhibit, “Guzzi Art”, featured the work of students at the European Design Institute.
Moto Guzzi of North America, Inc. has a program called Demo Days, whereby an eighteen wheeler travels the country with sixteen demo bikes for dealer and club events – to provide no-cost test rides of the company's range of bikes. The operation is subcontracted to Barrett Moving, is partially underwritten by dealers, and requires participating dealers to enlist volunteers and organize a demo course for forty-minute rides. Riders must first provide proof of a motorcycle license and insurance, and sign a legal release.
Moto Guzzi clubs include Moto Guzzi World Club, the official worldwide club of Moto Guzzi, formed 2002 at GMG, which publishes the quarterly Aquile; and Moto Guzzi National Owners Club.
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Famous quotes containing the words brand and/or loyalty:
“Obligation may be stretched till it is no better than a brand of slavery stamped on us when we were too young to know its meaning.”
—George Eliot [Mary Ann (or Marian)
“Few white citizens are acquainted with blacks other than those projected by the media and the so—called educational system, which is nothing more than a system of rewards and punishments based upon one’s ability to pledge loyalty oaths to Anglo culture. The media and the “educational system” are the prime sources of racism in the United States.”
—Ishmael Reed (b. 1938)