Archivi Olivetti Dynamic brand
Winner
Excellence in Brand Strategy and Creation
Brand Design – Corporate Brand
Credits
Company / Customer
Agency / Design
Details
The Archivi Olivetti project reinterprets the visual identity of the Associazione Archivio Storico Olivetti through a Dynamic brand approach. The identity translates Olivetti’s cultural heritage into a contemporary, adaptive system based on the relationship between space, time, and people. A modular typographic structure, generative compositions, and a flexible visual language allow the brand to evolve across physical and digital touchpoints while remaining coherent and recognizable. The project positions the archive not as a static repository of memory, but as a living cultural institution projecting Olivetti’s legacy into the future.
The Jury‘s Statement
Transforming a historical archive into a contemporary brand requires more than a visual refresh. For "Archivi Olivetti Dynamic brand", Cappelli Identity Design developed a typography-led identity system that does not preserve Olivetti’s legacy as a static asset, but carries it forward as a cultural practice. The condensed name Archivi Olivetti, the modular grid logic and the generative principle give the brand a precise form across analogue and digital applications, allowing for change while maintaining visible institutional continuity.
