11/2008Creative bureauart direction, brochure, identity, logo, multimedia, poster, type, website

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Italian logos – stories in the art of excelling is a complex and extensive exhibition, held in the prestigious seat of Castel Sant’Angelo in Rome, about the history of the most important Italian firms and their relationships with culture, art and the world of design.
It is an exhibition born Under the patronage of the President of the Republic, sponsored by the most important Ministries and Government agencies and numerous cultural and enterprise museums; we have been commissioned this important project by the creators of the exhibition, Innovarte Srl.

From an existing name we leave for six months long journey that will lead us to explore the history of the most advanced Italian companies to build a visual identity of the exhibition, which will accept and represent the complexity and variety of the event.
During the exploration we are very impressed by the stories of artists, poets and intellectuals called upon to direct business sectors; it is an example of all the history of Adriano Olivetti. The dialogue and confrontation often sought after by illuminated entrepreneurs between the inspiration and the rules are perhaps a good reason why the Made in Italy is respected worldwide nowadays.

However, already at the half of the fabulous ’60s Leonardo Sinisgalli, a poet who had played a major role in the experiences of Olivetti, Alitalia, Bassetti and Agip, wrote: “The inspiration is replaced by the rule. In the world of production and mass culture there is place for a copywriter, there is no place for poets. My presence is embarrassing. Almost no one asks you to do the best but the least-worst”.
We stand with the poet and on the ideally constructive dialogue-confrontation between estrus and rules we decide to design the image of the exhibition.

Related project:
Catalogue
Progress chart

Illustration, collage

The logo of the exhibition meets the criteria of clarity, uniqueness, excellence and rigorous design. The image which is to be attached to this and which completes the visual system is a collage of key pictures of this story that meets the criteria of production and creative freedom.
As it can be seen from the examples below (image, website, advertising, gadgets, …) and from the pages dedicated to the project of the catalogue and the progress chart, we designed applications of this visual system for many formats, and each time we ensured its extreme flexibility.

The logo is designed to contain and enhance the many brands that it needs to sit next to in the several printed materials (tutorship, sponsors, …) and that it represents in the exhibition (companies); but also it has to remain well recognizable compared to those. The logo is also designed to be translated into various languages without changing the design.
For the construction we used the proportions of the Golden Section, the Renaissance invention of Fra Luca Pacioli, elect as a visual symbol of harmony and Italian excellence.

The main collage contains the Radio TS522 of Sapper and Zanuso for Brionvega, Lancelot by Biassoni for Pavesi, the Line of Cavandoli for Lagostina, Autogrill by Bianchetti for Pavesi, Molino for Alfa Romeo, Vespa of Piaggio, Carmencita and Caballero by Testa for Lavazza, Motta.
Many other complementary collages were designed for the catalogue and for the installation of the exhibition. A crop from a photo of the Salvador Dalì mustache stuck to a sofa in the shape of breasts, inspired by a drawing from Fellini, is what we mean by ‘inspiration’.

Brochure

Poster / Standard

Horizontal communication

Block notes Moleskine style, isometric grid

Platform and web site

Communication Press Release, one of many example

Merchandising, examples