Episode 12

The real Italian graphic design

This content, it is translated in English because it is of worldwide relevance. Thank you.
Many non-Italians think that the Italian graphic culture is a mix of Etruscan rock paintings and drawings on pizza boxes (very beautiful drawings by the way) but the real Italian graphic design is more exciting. Everywhere you go around Italy you can see the signs of this graphic culture of the Madonna that is constantly evolving. Show the pillars of the real Italian graphic design to your foreign friend so he will be able to recognize and appreciate them.

The signs of the Chinese fashion stores

The signs of Chinese fashion stores are very recognizable and spread throughout Italy and they are an expression of the real contemporary Italian graphic design. They are quite informative so you can not be wrong on what they sell in the shop.

The signs of the Chinese bar

In addition to the Chinese fashion stores there are many Chinese bar in Italy that are like the Italian bar but with the Chinese employees in place of the Egyptian ones. The Chinese bar have very eye-catching signs because the Chinese again have the good habit of writing on the sign everything you can buy inside.

The Supreme Italia box logo

The Supreme Italia box logo has become a relevant part of the Italian streetwear and the Italian graphic culture. It is highly distinguishable from other box logo and in Italy is the most iconic and widespread box logo.

The Diddl greeting cards

Although Diddl the mouse has been designed by a German the country that made him famous is Italy. In any Italian stationery store you will find dozens of Christmas, birthday and Valentine’s Day greeting cards with Diddl the mouse with giant feet.

The logos of Italian scooter tuners

The most popular transport in Italy is the scooter (in some parts of Italy is the tuned scooter). The logos of the Italian scooter tuners are so popular that often Italians put the stickers on the non-tuned scooters and on other objects without muffler (helmet, refrigerator, iPhone, traffic lights).

The mascots of the grocery stores

There this tradition in Italy so grocery stores and supermarkets use some funny mascots to entice customers. The funny mascots of grocery stores are always smiling and therefore they always attract the attention of entities that have nothing to do shit with grocery stores.

You can find the mascot of SISA supermarkets on this jacket from Japanese brand Cav Empt.

The tabloids

The best-selling magazines in Italy are the tabloids and the reason is because there is this crazy mechanism so if you drop your eye on the cover of a tabloid it starts a process in your brain whereby you have to buy it. The style of the Italian tabloid press has been copied around the world.

The stadium banners

The stadium banners with the famous font Ultras Liberi are an example of the real Italian graphic design. In this case the graphic design has an important social role because it is used to convey messages of cultural significance.

The graphics of the talk show about football

In Italy there are several tv shows that make you see football games in an alternative way. The great success of these shows (which have many more viewers than the one that make you see games in the normal way) is also due to the catchy graphics (and also to the female host which usually wear too tight shirts).

The corporate image of Burghy

Burghy is the real Italian fast food, which unfortunately no longer exists but its corporate image has remained a cornerstone of the real Italian graphic imagery. Burghy was the meeting point of one of Italy’s more characteristic cultural movements: the Paninaros (i Paninari), who took the name from the fact that they liked Burghy a lot.

The flyer of the disco clubs in the hinterland

The flyers of the clubs in the hinterland are an aesthetic vanguard of the real Italian graphic design, famous all over the world. The flyers from the 90s and the 2000s of some clubs in the hinterland like the Number One and the Matrix are now an object of worship with such a great demand from collectors.

The Vatican merchandising

Vatican City as well as being the home of the Pope is one of the largest merchandising and souvenirs manufacturers in the world. The lovers of the real Italian graphic design come on pilgrimage to Vatican City to buy the magnets with the face of the Pope so they can put it on the refrigerator.

The posters of the Christmas movies

Italy has a crazy cinematographic tradition and part of the success of the Italian cinema is due to the posters. In particular, among the most iconic posters of the real Italian graphic design there are those of the Christmas movies (Cinepanettoni) that are comedies that tackle lightly some uncomfortable issues of Italian culture (betrayal, religion, asset disputes, gay children).

The Gucci monogram

There isn’t a graphic which represents the Italian fashion better than the Gucci monogram. You can find it in any Italian environment and class, from the streets of the suburbs to the upper class living rooms. All the real Italians have at least one garment or accessory with the Gucci monogram.

The brutalist graphic of public companies

The Brutalist Movement of Public Companies is a movement of criticism to the very accurate graphic tradition of the signage of public companies. The characteristic of this movement is to criticize the highly studied signage of public offices by making counter-signs with Microsoft Word for all kind of communications. In almost every public office the counter-signs of the brutalist graphic movement are more numerous and in plain sight than the official segnaletics (this helps to create chaos which is the goal of the movement).

The posters of politicians

In Italy politics is a very serious matter and that’s why there are communication experts who study the best ways to spread the political message. One of these ways is also a cornerstone of the real Italian graphic design: the election manifesto. According to some studies elections have been won only through the strategic use of posters.
Now you have an idea of the graphic culture of the Madonna expressed by this country of artists and communicators.
The UNOTRE’s guide to Italy will continue in the next episode! You’ll soon discover the truth about so many other things we do in this wonderful country.