Why it is called Costa Smeralda
Indeed, on the origin of the name there are several hypotheses: we reveal the most credited one!
The Emerald Coast owes its name to the enchanting color of its waters, which resemble the precious hues of emerald. But the story behind this designation may not be so simple. While today the name resonates as a perfect evocation of the natural beauty of this area of Gallura, its origins date back to the early 1960s and are shrouded in various hypotheses.
Spiaggia del PrincipeThe origins of the name
As early as the 1950s, some entrepreneurs were fascinated by the unspoiled beauty of Gallura. Among them was Giuseppe Mentasti from Milan, owner of San Pellegrino water, who bought the island of Mortorio in 1954. Later, Mentasti was among the protagonists of the Costa Smeralda project, led by Prince Karim Aga Khan. According to one of the most credited hypotheses, it was Mentasti himself who suggested the name of the future tourist destination, inspired by his daughter Esmeralda. The story goes that, during a discussion about naming the coast, Mentasti proposed Costa Esmeralda to architect Luigi Vietti. However, the latter felt that the name sounded too Spanish-like and suggested that the initial “e” be dropped, thus giving birth to Costa Smeralda. Beyond this suggestive family narrative, there is also the more direct hypothesis that links the name exclusively to the color of the sea, which is characterized by incredible emerald hues.
To find out more of its history, click here!
Spiaggia del GiglioThe brand and logo
The name Costa Smeralda was officially registered as a trademark on June 10, 1963 at the Central Patent Office. Many people mistakenly believe that it is a toponym, but it does not actually designate a generic geographic area. It is, in fact, a registered trademark owned by Servizi Consortili, the operating arm of the Costa Smeralda Consortium, founded on March 14, 1962.
The consortium protects this name not only to protect the exclusive identity of the destination, but also to prevent misuse by other entities operating in the area. However, despite legal protection, the name Costa Smeralda is often misused by tourism businesses outside the consortium's boundaries.
While the name Costa Smeralda has several possible origins, the origin of its logo is clearer. Popular interpretations include speculation that the symbol represents a stylized nautical compass or the cut of a diamond.
The original typeface was Century Gothic, but over time the logo has undergone some revisions. In the 1970s, the Aga Khan commissioned American designer John Lees to take care of the brand's visual identity, introducing solid and outline versions of the logo and adopting the Vendome typeface for the official signage of the Emerald Coast.
Today, the logo has undergone a further restyling curated by Milan-based agency Auge, which has introduced the custom Sweet Gothic font, adapting it to new digital and editorial needs. An evolution that provides the brand with stylistic continuity without sacrificing modernity.
