Lo stile Olivetti, dalla macchina al Logos

As part of the industrial and cultural plan pursued by Adriano Olivetti, the revolution in writing systems brought about by technological innovation took on a symbolic value, presaging a new relationship between man and machine. Technicians, intellectuals and artists teamed up to give life to original products with a perfect balance between functionality and artistic quality. Based on documents kept by the Olivetti Historical Archive Association, the paper aims to throw light on the processes associated with the search and creation of names for the new products. The choice of unconventional forms created a distinctive, readily identifiable style that gained recognition throughout Italy and all over the world.