Branding is the Blackpepper’s key skill, Designs always follow objectives, and are set to respect the institution’s goals: in some cases, they are built from scratch, in other cases only tuned up in order to keep up with future – stylistic, technological, semantic imperatives – without being hardly noticed that a change has been made on them. But all of them are made up bringing the institution to be sensefully adressing to their audiences. Objectives can be long or short term. It can happen that searching for a design, thinking brings to the decisions that event the name has to be changed.