Milano, 21 May 2024 – Culture and business. Two closely connected worlds that, in the vibrant graphic tradition of our country, find expressive modes that have made history.
The recent rebranding of Elica, an Italian design company and global leader in the production of kitchen appliances, is a successful case in point: from 23 to 26 May it will be among the protagonists of the project “Corporate Identity - Visual design between design culture and business culture” at the ADI Museum in Milan and as part of BIG - the International Graphic Biennial, the first edition of a city-wide festival dedicated to communication design and visual cultures.
The ADI Museum, home of the Compasso d’Oro Award collection – the most prestigious design recognition worldwide, which Elica itself has won with the NikolaTesla One cooktop hood – will host a talk and a selection of projects capable of bringing solutions to the world of industry and services through visual identity.
The image change of Elica, aimed at marking the company’s evolution from a leader in extraction systems to a love cooking brand, will be presented through an exhibition of a moodboard created by Landor, a global leader in Brand Consulting and Experience Design, which curated the rebranding project and selected it for the event.
The rebranding of Elica was driven by the desire to convey a message of dynamism and innovation, drawing on the company’s intrinsic artistic talent (Elica takes its name from the daughter of painter and sculptor Giacomo Balla) and on Bruno Munari’s concept of “machinism”, which invites the use of machines as artists in order to create works of art and other machines, which in turn become artistic expressions. The propellers evoked by the brand, once mere functional machines, are transformed into works of art that dance among lines and colours, conveying a sense of perpetual and fluid movement. Every element of the new identity has been designed to communicate the unstoppable energy that defines Elica and its ability to give life to new forms and possibilities.
The Brand Idea of Elica, Artfully Inventive, takes shape in a coherent system enriched with generative key visuals, infographics, product visualisations, and an effective set of icons for communicating technologies. Strategy, design, motion, and sound branding harmoniously merge machines and emotions, rewriting industry standards and making the Elica brand as iconic as its products.
