From a visual standpoint we started this project by keeping in mind one of Loescher’s most iconic books, which is an Italian Latin vocabulary book. I studied on that book, everybody studied Latin on that book. To work on the heritage of a brand is always important, so to combine heritage elements using a very contemporary language, is one of the treatments we gave Loescher.

There is this guy eating an hourglass - the idea is that it’s nice to live after death in a way, which is an allegory of culture. The more you get in touch with culture, the more likely you are to live after death, to leave a trace. So we redesigned the mark with very neat strokes and a linear treatment, and the seal was to convey the originality of the Loescher brand.

For us, design is something that works. The economic aspects of a project are essential. Design is about reproducing things in large amounts of copies and elements, and also in the end it has to look beautiful. So this is one of the many differences between a designer and an artist.

We were asked by Madre Museum in occasion of the renovation of the building itself to do a rebranding of the logo and the corporate identity. Naples is an iconic city of Italy and what we tried to focus on was more than the stereotypes you might have about the Italianity of the city, to find a sort of essence of the city.

If you buy color washes, you can get "gialla Napoli" which is the yellow of Naples. It's something that is very deeply rooted in the city but not commonly used. We found the essence of the brand without decorating, without using ten layers of meaning because it was not needed. You know, we just painted everything yellow and I think it works.

And I like to think that design is exactly this: to make a choice, whether people like it or not. It's better if people like it because you do it for people most of the time, but it's about taking responsibility.