Title
Agip

Designer
Salvatore Gregorietti

Firm
Unimark International

Year
1971

Client
AGIP Petroli

Medium
Logotype

Notes
Agip was Italy’s major oil and lubricants retailer, today part of the Eni group. Its brand was therefore strongly associated with the idea of road driving and transportation. Unimark Milan was appointed to design the entire corporate identity program for Agip and Salvatore Gregorietti, a partner of Unimark, was in charge of the logo design. Gregorietti had the idea of splitting the letters in the middle with a thin line, thus suggesting a road with two lanes—a perfect visual metaphor for a brand related to roads such as Agip. The logotype was consistently used on all the company’s signs and products becoming one of the best-known and most appreciated in the history of Italian graphic design. (The same typeface was later used to set Eni’s own logotype and that of all its subsidiaries, such as Saipem and Liquigas.) [NM]

Tags
Motor, Transport