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Lot Essay
The Olivetti Lettera 22 typewriter was designed by Marcello Nizzoli in 1950 for the Italian technology manufacturer Olivetti. Then director Adriano Olivetti, however, acknowledged the importance of good design not only in the product but also in other disciplines in the company:
[A] preoccupation with design developed into a comprehensive corporate philosophy, which embraced everything from the shape of a space bar to the colour scheme for an advertising poster (Martin, in Derdack, p.245).
Perceiving the growing importance of graphic design and advertising in a booming consumerist market, Olivetti hired Giovanni Pintoi in 1936 to work in the publicity department. Pintori was the creator of the Olivetti logo and many commercial posters used to promote the company and its products.
This poster exemplifies the attractive and innovative designs produced by Pintori. A colour photograph is superimposed onto the lithograph while the green, yellow, red and blue coloured bands playfully imply the bouncing movement of typing fingers. A sense of ease and excitement with the new product pervades the design.
[A] preoccupation with design developed into a comprehensive corporate philosophy, which embraced everything from the shape of a space bar to the colour scheme for an advertising poster (Martin, in Derdack, p.245).
Perceiving the growing importance of graphic design and advertising in a booming consumerist market, Olivetti hired Giovanni Pintoi in 1936 to work in the publicity department. Pintori was the creator of the Olivetti logo and many commercial posters used to promote the company and its products.
This poster exemplifies the attractive and innovative designs produced by Pintori. A colour photograph is superimposed onto the lithograph while the green, yellow, red and blue coloured bands playfully imply the bouncing movement of typing fingers. A sense of ease and excitement with the new product pervades the design.