“The further into the Seventies we went, the more we entered into the Postmodernism where graphic designers opened the path of symbolism. That’s where I started with the design of what for fifty years has been the Nuova Simonelli logo” – recounts Carlo Viglino, the industrial designer who branded the design of the Nuova Simonelli coffee machines. “I started with the initials, an N and an S, positioned inside a grid, one following the other. I used this to design the frame, the bone structure and hence the thickness, without adding embellishments or decorations. Then, in line with the principal trends of the time, I superimposed the two letters, highlighting some negative spaces to make them emerge more, and slightly softening the corners. The final result was thus a monogram, i.e., two joined and superimposed letters, to form a single graphic sign that represented the brand. The monogram also underlines the combination of new innovative vision of the present owner (NUOVA) and tradition (SIMONELLI). Within the symbol, some people also see two arrows that are expanding like a prophetic sign of a brand that would grow strongly and that would make its name throughout the world – continues Viglino.