The new Artenova logo, a contemporary vision of the classic wine jar
Artenova, owned by Leonardo Parisi, changes its logo. The classic terracotta jar remains the primary and substantial element in the design, but it is represented in a contemporary version.The new image is elegant, linear and easy to understand.
Alessandro Lorenzetti, Artenova’s graphic designer, who also designed the previous logo, explains his choice to enlarge and enhance the form of the jar "This iconographic element (the Jar) was elaborated and designed in such a way as to be immediately recognisable (n.1). In the old design it was not so central and quickly received as in the current one. Artenova’s New Logo (n.2) evokes and connects to the Logo of Terracotta and Wine (n. 3) also created by Alessandro Lorenzetti, which is of primary importance for the Company. This logo is branded into the raw clay before the pots are fired. The graphic designs of the Jars in both Logos are in fact identical even if they take on different visual characteristics (see the overlay illustration below)
The chromatic choice of colour recalls the warm and delicate red of terracotta. The pale anthracite of the typeface blends well in a subtle contrast with the enveloping red of the jar as if to communicate the more technological and modern side of Artenova. Lorenzetti underlines “… the project was designed to convey the feeling of the link between Tradition and Innovation, concepts
that are always constant and of primary importance in Artenova’ ideals”.
Read more in the July Newsletter: N. 6 July 2020