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25/01/2018

120 Year of Giorgetti: A Brand Makes Design History

Giorgetti, a well-known leader in the contemporary design segment, has reached its 120th anniversary. To celebrate, it has decided to create a new logo that expresses the unique nature of Italian craftsmanship.

The logo was based on the concept of the clean aesthetics of the company's collections.

Specifically, it is formed from the intersection of circles and tangents, which create soft strong lines that recall the design projects sold by the company since 1898, when it was founded in Meda.

The spiral motif is a tribute to one of the Giorgetti icons: the walking stick handle that characterises the armrest of the Progetti armchair.

This element, presented here in a harmonious rotation, represents the manufacturing process that Giorgetti has used for 30 years to obtain the contours of the shape that has made the collection of chairs famous and instantly recognisable.

The decision to select this element was also inspired by another factor that confirms the brand's innovative character: the machine used to produce the object portrayed in the logo was designed by the company itself.

The fine line used to draw the logo fully reflects the modernity and precision Giorgetti uses to define each production stage of its collections.

Lastly, the innovative line in the logo aims to present the ease with which Giorgetti views its 120 years of history and launches itself into the future, effortlessly managing to interlace artisanal tradition and stylistic innovation.