From Olivetti to Instagram: a short history of modern brand design ↗

Da un estratto di un libro della Taschen sulle moderne identità visive.

Olivetti’s unique corporate identity did not come about through following norms but through an expansive understanding of design.

Despite there being a number of breakthrough examples, most early corporate identities in the first half of the 20th century were based on the creative signature of an individual designer who produced, for example, posters, brochures and packaging in the same style. An important impetus in design history thus emerged with the approach of the Italian typewriter manufacturer Olivetti. In the early 1930s, Adriano Olivetti (1901-1960), the son of the company founder, established the principle of working with not just the best engineers but also the most innovative architects and product and graphic designers in Europe.