Olivetti has left a great legacy in the area of company branding and design.
Olivetti: communication through design
“The Olivetti tradition of excellence in design stems from the corporate style and business management principles introduced chiefly by Adriano Olivetti, who as early as the 1930s flanked the company’s manufacturing division with graphics artists, painters, architects, writers and advertising experts, called in to take an active part in product design, graphics and advertising.
Olivetti design began at a time when Italy was still unfamiliar with design schools and the figure of the professional designer, but right from the start it took a systematic, non-improvised approach, based on the idea that the decisions behind the form of a product, the architecture of a building, the furnishings in an office, the layout of an exhibition stand, the artwork or copy of a poster or advertisement are almost as crucial to business success as the technological strategy adopted in new product development or production planning.”
credits from left to right:
Olivetti Tetractys (1956), design by Giovanni Pintori
Olivetti Lexikon 80 (1952), design by Marcello Nizzoli
Olivetti Divisumma (1953), design by Herbert Bayer
