Ducati embraces it's heritage

Ducati. The name conjures up so many emotions. Even their fans are named after the brand – the Ducatisti. Ducati have a long history of racing success and a strong track pedigree. Winning countless world titles adds to their revered status. Sexy, modern, expensive, exotic, Italian, they have all the necessary ingredients for a successful brand. The new bikes are highly desirable, the old ones are highly collectable. Their motorbikes aren't just bikes, they're icons of design – just look at the iconic 888 and 916 for example and try not to drool.

The trouble is, much like car maker Alfa Romeo, many of the older bikes just weren't quite up to scratch. If you had a heated garage and frequent-user membership to he AA then you'd be fine. The new bikes are beautiful, reliable and full of red-blooded Italianness but where do Ducati go now without turning into a soulless but technically excellent brand like BMW?

Ducati have long been embracing and promoting their heritage with their product and clothing ranges using their historic logos and straplines, and in recent years launching their 'classic' range of bikes.

Enter 'Logomania', the next phase of customising your Ducati (albeit just to the Monster models). Recently they launched the 'Monster Art project' allowing customers to individually customise the colour of their Monsters. Now you can turn you bike into one of seven tributes to famous Ducati logos and colour schemes from the past 50 years. Some of Liv Design's favourites are shown here.

So now you not only get a modern, reliable piece of exotica but you can personalise it properly straight from the factory. Hopefully they'll do a similar thing with their sportsbikes too.


What's great about what Ducati are doing is that they're giving customers something they want, something unique, and something that no other manufacturer in the market does.


Ducati are a great example of how to use branding to great effect – they embrace their roots, they celebrate their heritage, they clearly define what the they stand for, and they provide individuality to an already desirable product to retain market dominance.  


For more information on Ducati Logomania visit Ducati Logomania