Olivetti

News & interviews

• Modern Brand Design History: From Olivetti to Instagram

  It's Nice That · Jun 17, 2026

  The article presents an excerpt from Taschen’s book *The Elements of Brand Design* by Katharina Sussek and Jens Müller of Vista studio. It traces the evolution of modern brand design from early industrial-era symbols to contemporary corporate identities, highlighting milestones from AEG and Olivetti to IBM and Instagram. The piece contextualizes how design has shaped brand recognition and identity across history.

  VistaAuge DesignUntitled MacaoAEGOlivettieditorial
  Charles Eames
• Olivetti by Walter Ballmer, 1971

  BP&O · Aug 22, 2023

  The article explores the 1971 redesign of Olivetti’s logotype by Walter Ballmer and the Corporate Image Department led by Hans von Klier and Clino Castelli. It details the evolution of Olivetti’s visual identity from its early 20th-century origins to the modernist approach of the 1970s, culminating in the creation of the enduring logotype and the influential 'Red Book' design manual. The piece highlights how the identity system balanced flexibility and consistency, reflecting Olivetti’s humanistic design philosophy.

  Olivetti Corporate Image DepartmentBP&O