Cappelli Design Agency creates new identity for Associazione Archivio Storico Olivetti

The rebrand, headed by Italian design agency Cappelli, is encapsulated by Associazione Archivio Storico Olivetti’s new logo; Archivi Olivetti. The archives, founded in the Italian town of Ivrea in 1998, collect, organise and preserve documents related to the computer manufacturer’s history and the Olivetti family.

To preserve the heritage of the organisation and the centrality of history to its purpose, the design agency ensured innovation was balanced with tradition in the process of creating the new brand identity.

To do so, Cappelli used its own dynamic brand methodology based on ‘Projecting into the Future’, which reflects Olivetti’s place in the world of technological advancement. While renaming the brand marks its renewal and modernisation, the design system incorporates grids, formats and typical signs of information to preserve the history of the brand.

Emanuele Cappelli, designer and founder of Cappelli Identity Design, explains, “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”.