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Corporate Identity - Visual design between project culture and business culture
The event includes a talk and a selection of projects on display by Italian studios/designers. It is exclusively dedicated to visual identity for the industry and service business world.
The objective is twofold: on the one hand, to illustrate the virtuous relationship that is possible between design culture and the client's needs, and on the other hand, to bear witness to contemporary Italian work from the golden age of our past — between the 1950s and 1990s—which essentially formed the tradition of graphic design in our Country, that is historically recognized throughout the world.
The exhibition will be open until June 13.
Books inside as outside
Books inside as outside is an exhibition itinerary that highlights how book design begins and develops, which in the specific case of Silvana Amato, centers on a creative process that combines ideas and materiality on the same level, thus recovering a principle of refined craftsmanship alongside constant cultural research.
A design that is attentive to the specific situation and creates little, great, fantastic works of remarkable poetry and sensitivity. In the exhibition, about fifty prints of covers of the book series she edited for various publishing houses or cultural institutions (Laterza, 66thand2nd, Nuova consonanza, and so on) are accompanied by the corresponding visual captions describing them from the graphic design viewpoint. Also on display are other publishing projects in which the potential of experimentation around the form of writing is expressed, objects that offer an all-around look at the designer's always curious and careful graphic research.
The exhibition will be open until May 30.
Anthropology of a character. Present - future. Continuing to narrate the multifaceted world of Osvaldo Cavandoli
Moderator: Anna Dusi, Curator, with participation of Sergio Cavandoli, Eric Rittatore, blogger animation expert, Piero Tonin, Illustrator, cartoonist and animator and Andrijana Ružić, animation film historian.
This Roundtable aims to reintroduce a topic in recent years no longer on the agenda in the design culture debate.
What is the state of the art of visual design in corporate identity today? While the coordinated image since its early days has been representative of much of the Italian graphic design tradition, the scenario of the 2000s with its epochal and technological changes seems to have forgotten the crucial importance of its role in the economy and society.
Speakers will be:
Mario Piazza
Graphic Design Historian
Lecturer at the Politecnico di Milano Department of Design
Anna Carmassi
STEAMiamoci Project Leader
Confindustria National Technical Table
Carlo Branzaglia
Design Writer
Ambassador IED Postgraduate Milan
Vania Mattiola
Intellectual Property Lawyer
Antonio Zacchera
Vice president
Associazione Marchi Storici d'Italia
Moderator:
Gaetano Grizzanti
Il Cava - Anthropology of a character
Starting from the importance of valorizing a reality comparable to that of an archive or a museum collection, I have reflected on how I would like to create a conversation carried forward by a unique character who embodies multiple creative forms: "Osvaldo Cavandoli". Deliberately setting aside the inevitable temptations of 'nostalgic suggestion', the purpose of this event is to explore Osvaldo's work, an inexhaustible resource and a stimulus for the new generations of image creators, a source of inspiration especially for his masterful invention of the character La Linea, a naive and irascible creature that has effectively become a figure of the collective imagination. The exhibition aims not only to recognize the life and history of one of the great "Artisans" of the Italian artistic and cultural tradition but also, and above all, to witness Osvaldo's transition from the careful and patient technical and stylistic arrangements of the Pupilandia experience to that perfect combination of picto-phonetic-kinetic energy that will embody one of the most iconic, universal, and popular characters in the global graphic universe: La Linea. The exhibition aims to be a journey of knowledge and reflection. Eminent historians and scholars of animation unanimously attribute to Osvaldo Cavandoli's work a crucial importance for the evolution of this particular language: among them, Professor Giannalberto Bendazzi, who was also a dear friend of the artist and a witness to some phases of his creative process, and who was among the first to highlight how the character of La Linea, in its modernity, subliminally referred to the very origins of Animation, including the love/hate relationship with the demiurgic Hand that gives it life. In addition to giving continuity to the knowledge of Osvaldo's work, I have had the opportunity to undertake a transformational research process on an interpretive process that will induce the viewer to observe another aspect of this story, namely La Linea che takes on a human form through a performative act. «I don't know what eternity is, if one can leave a lasting impression forever, but I know that works endure far beyond the abandonment of their creators. Honoring such works that have been 'orphaned' of their fathers is a way to prolong their lives through present and future generations. Osvaldo Cavandoli had an idea, which we can certainly define as brilliant in its apparent simplicity and in the universal ability to synthesize within itself something that we all feel intangibly, but struggle to see outside of ourselves in the concrete everyday». He managed to tell a story that we experience intimately within ourselves, in that place where there are no words - or perhaps, only the equally brilliant Grammelot of Carlo Bonomi, the only possible voice of La Linea - but intertwined emotions.
The exhibition will be open until June 13.
La Linea Performative Act
Created by Anna Dusi. Composer Camilo Angeles. Co-writer Sofia Palermo with the creative collaboration of Monica Dusi and Sofia Casprini, performer and choreographer of La Linea.
La Linea will take human form through a theatrical act, a work that is experienced and grasped in its complexity as well as its completeness. The spectator will have the opportunity to immerse himself in the permeable, traversable language of La Linea within the design museum.
INCLUSION SIGNS. How to shape a better world
5 industry professionals will investigate how much advertising and communication campaigns contribute to the construction of a shared imaginary and what potential they have to fight stereotypes. The different ways in which D&I can be represented will be explored, encouraging the designer to adopt an inclusive approach inspired by the principles of design for all, in order to decline, translate and enable different communication messages for inclusion.
Speakers:
Denis Lo Piparo
Laura la Ferla
External relations and communication director ATM
Marco Mascheroni
Executive Creative Director - Uniting
Valeria Bucchetti
Professor of Desing at Politecnico di Milano
Flavia Brevi
Head of Communication Fondazione Libellula
Communication Design: a discussion about research
Valeria Bucchetti, Cinzia Ferrara, Carlo Martino, and Paolo Tamborrini, representatives of the research team “Design della comunicazione” of SID (Società Italiana di Design), dialogue with young researchers on the forms of experimentation that the university promotes to support the discipline's evolution.
A textbook for eternal youth
Scattered stories from the genesis to the survival of a contemporary graphic design studio.
Logistics of ideas
Design and evolution of Signature magazine, verbally circulated, hand-distributed.
Combining excellent performance, aesthetics and sustainability with special papers for packaging and communication, creative applications and prestige publishing. All this is Fedrigoni Special Papers.
People’s graphic design? - Conversation about the social and public history of graphic design
How do we trace and bring out the voices of users and consumers in the history of graphic design? What artifacts, narratives, and memories come to light when historical design reconstruction becomes public or social? In recent decades, thanks in part to the possibilities offered by digitalization and the Web, there has been growing attention on more inclusive historical approaches, participatory archival practices, and dissemination platforms capable of reaching a wider audience. In this conversation, sponsored by AIS/Design for the cycle Dentro le storie del design, Michele Galluzzo and Carlo Vinti, historians of graphic design, talk about the risks and opportunities of these new perspectives, presenting and discussing some previous experiences.
Presentation of the book "Segni Migranti" by Mario Cresci
«The book in front of you and that I have browsed through several times, I believe, should be read as a system of associations proposed by the author and to be discovered slowly; just like in the book, instead of proposing a historical survey and analyzing Cresci's research in chronological order, a branched, articulated path is proposed, dense with parentheses and internal connections, associations of images and patterns for reading the real». (A.C. Quintavalle)
Segni migranti is the graphic trace of the sign/drawing, which coexists with the historical reality of the human condition and that of the contemporary migrant. Leaving the Sign indicates the power of a compelling and robust action and idea. Mario Cresci's book contains stories in the form of signifying signs and presents itself as an archive of personal and collective images - these images are a litmus test, intended as a mirror reflecting the searches for meaning that follow the times and lived experiences in individual social contexts, within the community, and within things.
Presentation of the book "50 anni di progetti grafici a Milano" by Emilio Fioravanti
The book presents, in 264 pages, the graphic projects realised from 1968 to 2023 for the Piccolo Teatro and La Scala, major exhibitions at Palazzo Reale, cultural events, museums, furniture companies and important companies in the private sector. The result is a visual testimony, through communication tools, of a very important period for the city's cultural activities: the second half of the last century up to the first decades of the 2000s.
Presentation of the book "Il Filo Nascosto. Gli abiti come parole del nostro discorso col mondo" by Emanuela Mancino
There is a profound relationship between dress, body, and memory.
This connection is intertwined with the gesture of inhabiting the space, leaving marks, writing and communicating, saying and disappearing, and keeping silent.
Dress is a transversal, tellable trace to which to leave the word and to which offer poetic words. The text, running along the hidden thread of everyday poetics, reconnects the deep linguistic signs of things to a sensitive and shareable phenomenology of dress as a practice of inhabiting and dressing with the intimate value of being in the world.
The hidden thread that binds us to the earth, to our ties, allows us to explain and confirm a practice of reflection aimed at taking place within the concept and the forms of the weft, which becomes an experience of learning, aesthetic expression, but above all a possibility of vision and re-signification. The hidden thread among the clothes leads us through plots of thought and experience of a pedagogical territory possessing a vocation to the hem, the possibility of giving a voice, a home, and a body to an invisible yet sensitive (and educable) "sense of making sense".
Seemingly mute, the fabrics of our dressing and undressing, the clothes and habits of our thoughts and emotions reveal, to a poetic and narrative listening, the boundless memorial, design, and relational value of materiality and pedagogical immateriality.
The book speaks to those interested in giving sensitive words to the visible and the invisible pedagogical. It allows those who want to listen to the voice of things to experience, through threads, wefts, and knots, all the material consistency of making, the craftsmanship of a pedagogical-reflexive operativity that gives substance to a philosophy of education as a thoughtful life practice.
Designing a vision
Gianluigi Colin, one of the founding members of the cultural supplement of the Corriere della Sera explains the genesis of a dialogue project between art and journalism, unique on the international scene.
Grafica Magazine: why we still need paper
Presentation of Grafica Magazine, a quarterly paper magazine focusing on graphic design and the disciplines revolving around the world of visual communication. The first issue will be released in September 2024.
The topic will be the future of newspapers and the independent publishing industry.
Bob Noorda (Amsterdam 1927-Milan 2010) settled in Milan in the early 1950s to begin a career that would take him to the top of world design. It was in this city that the young Noorda approached the big companies active in the post-war period and began to forge relationships with the major Milanese personalities in industry, publishing and academia. In the early 1960s he shared a studio with Massimo Vignelli and later headed the Milan office of Unimark International. In Milan he married and started a family as well as running his own studio until 2010. Bob Noorda considered himself a Milanese doc even though he was a Dutch citizen, and he dedicated major projects to Milan that are still there for all to see today, such as line 1 of the metro, the Mondadori and Feltrinelli brand and the Desio bank brand.
Graphic design: a dialogue between image and text
A lectio sponsored by Hoepli on the occasion of Biennale Internazionale Grafica.
Through a selection of projects and workshops, the founders of studio òbelo, Claude Marzotto and Maia Sambonet, explore the different forms of relationship between images and words in the weaving of a visual discourse that holds together heterogeneous places and times - starting from the book but also talking about exhibitions, exhibition spaces, and workshops. òbelo is a graphic design studio active in publishing, cultural communication, and education.
Presentation of the book "Fonderia Caratteri Nebiolo, 1878–1978. Nuovi studi critici" by Nebiolo History Project
The Nebiolo Society of Turin was Italy's most important typeface foundry. Between the 1930s and 1970s, its art studio - directed by Giulio Da Milano, Alessandro Butti, and Aldo Novarese - designed typefaces that marked the history of Italian graphic design and beyond. The dispersion of archives has made an initial critical assessment of the company's historical heritage difficult, and the international conference Fonderia Caratteri Nebiolo, 1878-1978. Nuovi studi critici held in Turin in September 2021 addressed this issue. The Nebiolo History Project (NHP)—composed of Alessandro Colizzi, Riccardo Olocco, James Clough, Riccardo De Franceschi, Marta Bernstein, and Massimo Gonzato—organized the conference and edited the recent publication of the proceedings. The published proceedings (Lazy Dog Press, 2023) finally make available a broad overview of the most up-to-date research on aspects of the historic Turin-based company that have been little investigated so far. Aimed at scholars, graphic designers, type designers, typographers, and typophiles in general, the volume Fonderia Fonti Nebiolo, 1878-1978. Nuovi studi critici is rich in images and well-documented evidence. It collects original language contributions from Italian and foreign speakers and is intended to give new impetus to historical research on Nebiolo.
Graphic Design told to children
Starting with a reflection on Massimo Mantellini's book Dieci splendidi oggetti morti, the workshop aims to follow the trajectory of some objects that have changed before our eyes: from maps to telephones, from pens to letters, from cameras to newspapers.
Participants will be accompanied in the discovery of some objects in ADI Design Museum and then, through the artistic technique of collage, they will make posters inspired by the works of great artists."
