Archivi Olivetti is the new logo for the Associazione Archivio Storico Olivetti, an institution dedicated to preserving and promoting Olivetti’s cultural heritage. In collaboration with Cappelli Identity Design, the rebranding project introduces a new visual identity, unveiled on October 29​ at the Confindustria Canavese headquarters in Ivrea, Italy, on the day Camillo Olivetti founded “Ing. C. Olivetti and C.”.

This project aims for a balance of tradition, modernity, and innovation. Developed by Cappelli Identity Design, the visual identity system uses the Dynamic brand  methodology, based on the concept of “Projecting into the Future”. It combines solidity and accessibility, reflecting Olivetti’s role in technological and cultural advancement.

Emanuele Cappelli, Designer and Founder of Cappelli Identity Design, explains, «The words ‘Archivi’ (Archives) and ‘Olivetti’ coexist on two levels. The first is structured, where editorial grids, formats, and typographic styles live – representing information. The second is Olivetti with its objects, representations, and colours, creating a dynamic visual system that embodies Olivetti’s values. The logotype is built upon OT L22 [already published here: https://worldbranddesign.com/ot-l22-the-history-of-design-written-in-a-new-font/], the font we designed for Olivetti».

Gaetano di Tondo, President of Associazione Archivio Storico Olivetti, remarked, «In this journey, which for over five years has been looking towards the future and new audiences while updating Olivetti’s unique values, a new identity system was essential, balancing tradition, modernity, and innovation. The rebranding of Archivi Olivetti acts as a catalyst to transform ideas into reality, highlighting the importance of history, creativity, innovation, and humanity. This renaming marks the culmination of this renewal process. This projection not only preserves history but prepares it for new interpretations and applications, reflecting Olivetti’s role in technological, cultural, and creative progress with a human-centric perspective. Beauty and future come together in a new chapter of the Olivetti Style. Our story of innovation continues».

Olivetti’s Legacy. A Shared Heritage.