Tyres with a Capital P
150 years of advertising graphics in a logo
The Pirelli logo has gone through a fascinating evolution in its long history. From when it was first introduced in 1907 as a unique, instantly recognisable sign that recalled the elasticity of rubber, through to the most recent versions created by Studio Unimark International and Studio Cerri & Associati, by way of the many variations and updates in terms of the colour, ratios and thicknesses of the letters. Ever since it was first set up, the company has worked on its visual communication with the most famous artists and graphic designers, and in the 1960s it even had its own internal advertising agency, Agenzia Centro. Christiane Beylier, André François, Bruno Monguzzi, Ilio Negri, Bob Noorda, Pino Tovaglia, and Christa Tschopp are just some of those who have helped achieve the success of the innovative Long P advertising campaigns that the kids will find out about during their visit to the Pirelli Historical Archive. The students will then put their newly acquired knowledge into practice and, taking inspiration from the designers' play of duplication and projection of the logo, they will use the elongated P of Pirelli to create a new graphic composition.