For Associazione Archivio Storico Olivetti, that preserves and promotes the cultural heritage of Olivetti, we created a new identity system achieving the perfect balance between tradition, modernity, and innovation.
Using the Dynamic brand design methodology, we developed the identity around the concept of Projection into the future. Archivi Olivetti not only preserves the past but projects it toward a sense of democratic culture. This projection safeguards history while preparing it for new interpretations and applications. The term “Archivi” (Archives) represents solidity and accessibility, while “Olivetti” symbolizes progress and renewal.
The dynamic identity system we developed is based on two communication and layout levels that emphasize the balance of tradition and innovation: the first level consists of graphic elements, while in the second level, the images are freely positioned in space. The logo was designed based on the structure of OT L22, the font we created for Olivetti. The renaming in the logotype from Associazione Archivio Storico Olivetti to Archivi Olivetti marks the culmination of this rebranding and renewal process.
Olivetti’s Legacy.
A Shared Heritage.
