Olivetti identity: from self-representation to an agenda for the future

The essay examines the development of Olivetti's corporate identity, from the opening of the Olivetti Advertising Office in 1933 to that of the permanent Olivetti pavilion at the Hannover Fair in 1983, seen as the final step in a particularly effective corporate identity strategy. Divided into four sections, the contribution develops from self-representation, critical attention, Olivetti ethos, up to a possible agenda for the future, dealing with showroom and exhibition design at trade fairs and exhibitions, as well as the languages that have shaped the company's vocabulary: visual communication and interaction design, cultural and promotional activities.