Supermarkets Italiani S.p.A.
Logotype for the first Italian supermarket chain. The peculiar design of the initial letter determined the name with which the chain was immediately called by everyone: Esselunga (Long S), that soon became the official name of the stores. The initial letter was originally designed as a contour drawing but soon used as a filled shape. Starting from the 1960 the letter was also used together with a new logotype reading Esselunga, redesigned during the early 1970s. The initial S is still used today.