A visual identity is born when form and meaning find a stable balance. For Lorenzo Olivi, this balance translates into a clean sign, capable of traversing languages and media while maintaining coherence and recognizability.
Lorenzo Olivi Visual Identity
2025 Lorenzo Olivi Creazioni - design Massimo Farinatti - Susanna Vallebona
The project takes shape from a specific reflection: to construct an image that is not simply a graphic apparatus, but a faithful synthesis of the designer's character and his creations.
Lorenzo Olivi's footwear expresses a material, chromatic, and compositional sensibility that requires an identity capable of accompanying them without overlapping. The graphic design thus becomes an element of continuity, a discreet yet incisive presence, capable of interacting with diverse contexts.
The work, developed in collaboration with Susanna Vallebona, moves in the direction of a rigorous construction, where each element is part of a larger system.
Strategy
The strategy is based on three principles:
Synthesis — Reduce the sign to the essential to ensure recognisability and versatility.
Coherence — Building a unified language, adaptable to different contexts.
Transversality — Extending the brand from product to communication while maintaining perceptual continuity.
Design
The project is structured around two main elements:
Extended logo — clean and measured typographic construction.
Monogram — an iconic geometric sign enclosed in a circular shape.
The visual system develops through packaging, communication tools and visual content, with attention to materials and colors consistent with the product.
Results
The result is a clear and coherent identity, capable of enhancing the product, building recognition, and adapting to different contexts while maintaining a strong visual unity.
