On the anniversary of Camillo Olivetti’s founding of Ing. C. Olivetti e C., we were pleased to participate in the unveiling of the new visual identity designed for the Associazione Archivio Storico Olivetti in Ivrea on Tuesday, October 29, 2024, at Confindustria Canavese headquarters. This co-design process, following the Dynamic brand methodology, allowed us to project Olivetti’s significant work in preserving and enhancing its historical heritage into the future, balancing tradition, modernity, and innovation.
Speaker:
Gaetano di Tondo, President of Associazione Archivio Storico Olivetti
Matteo Chiantore, Mayor of Città di Ivrea
Emanuele Cappelli, Designer & Founder of Cappelli Identity Design
«With Olivetti, we carry forward an important legacy, a story that played a leading role in the past and continues to look toward the future. This story speaks of managing a business responsibly and of how a company embraced and supported its community. These values remain highly relevant today. Our heritage must help us tell the story of the City of Ivrea, and to do so, it is essential to make the message current, including through visual symbols that express moving forward toward new horizons. We have always known how to chart new paths toward the future»
Matteo Chiantore
«The words ‘Archivi’ (Archives) and ‘Olivetti’ coexist on two levels. The first is structured, where editorial grids, formats, and typographic styles live – representing information. The second is Olivetti with its objects, representations, and colours, creating a dynamic visual system that embodies Olivetti’s values. The logotype is built upon OT L22, the font we designed for Olivetti»
Emanuele Cappelli
«In this journey, which for over five years has been looking towards the future and new audiences while updating Olivetti’s unique values, a new identity system was essential, balancing tradition, modernity, and innovation. The rebranding of Archivi Olivetti acts as a catalyst to transform ideas into reality, highlighting the importance of history, creativity, innovation, and humanity. This renaming marks the culmination of this renewal process. This projection not only preserves history but prepares it for new interpretations and applications, reflecting Olivetti’s role in technological, cultural, and creative progress with a human-centric perspective. Beauty and future come together in a new chapter of the Olivetti Style. Our story of innovation continues»
Gaetano di Tondo
