A powerful source of inspiration, these posters told and continue to tell the tale of trends and tastes in society, its desires and aspirations. Throughout its history, Generali has collaborated with leading illustrators to interpret contemporary life and changes, innovating by employing figurative codes and providing images that have become a part of history.

The fine-art poster is a tradition that Generali is celebrating and reviving as part of its This is Tomorrow project, marking 190 years since the company’s founding. The creative prowess of six international artists – Tim Lahan, Craig & Karl, Gérard Dubois, Alena Skarina, Elena Xausa and Max Guther – all of whom interpret subjects tied to the Group’s core value of sustainability is now available online with the poster and calendar database, the first Artistic Heritage database to be published.

The advertising poster, today a highly sought-after collector’s item, was added to the many other publishing and advertising mediums in popular use at the time, including calendars and almanacs detailing the insurance products, business activity and most of all the founding values of the Group: solidity, reliability and dynamism in the service of lifelong peace of mind. These principles are expressed in the iconography of the winged lion and the backdrop of Venice, reimagined by the firm lines of Marcello Dudovich, among the leading global names in poster design, or in the rustic landscapes of Achille Beltrame, famous for his many illustrations for the Domenica del Corriere weekly, or Gino Boccasile, who became popular for the “signorina Grandi Firme” he designed for the cover of Pitigrilli’s “Le Grandi Firme” literary review. And so many more besides.

In addition to the materials issued from the Parent Company, there are also those from subsidiaries that went on to become part of the Generali Group over the years.

When it comes to marketing communications, a special mention is due for the Istituto Nazionale delle Assicurazioni (INA). Since its very first days, the INA dedicated itself to spreading far and wide the image intrinsically linked to the historical logo/symbol of Andrea Petroni’s seed-sower, later picked up by other artists.

Standing out prominently in its output are symbolic reflections of the moral and social values of Italy at their time; maternity, family and labour are translated into affectionate female figures in bucolic landscapes, marking them out as recurring subjects alongside the irreplaceable sower/ploughman.

Alongside the INA’s wealth of promotional and advertising materials – likewise entrusted to important artists and graphic designers from the industry including Tito Corbella, Severo Pozzati (also known by his pseudonym, Sepo), Adolfo Busi and Walter Resentera, among others – there are also those of subsidiaries founded in the 1920s and 1940s such as Le Assicurazioni d’Italia (Assitalia), Fiume, Fata, and Alleanza Assicurazioni.

We wish you an enjoyable voyage through the colourful world of fine-art advertising! Access the database here.