(…) during the 1950s, Italian graphic design became successful thanks to the talent and hand of great artists, among them the Swiss Max Huber, creator of logotypes and acronyms (…) including the S for Esselunga. During the same period, Bernardo Caprotti, who was still actively involved in the family firm, also called on Max Huber to create a new logo for his cotton mill.
The documentation in the archive covers the years between 1957 and 1959, and illustrates what was called the ‘Caprotti brand campaign’ in the company, consisting of two introductory campaigns, including Huber’s press launch of the brand, and a calendar made up of historical company documents and photographs of the reality of the time (…).
The new logo, which could be considered a forerunner of the future Esselunga, also started from the idea of the initial letter – the C – artfully lengthened to contain the full name of the company – family (Caprotti); all this was inserted by Huber in the image of an identification tag, complete with string, of those that were actually hung on the pieces of cloth produced (…).
In the more sophisticated version (…), in the eye of the bright red C (in black and white in the printed version) leaps (…) the ancient little goat, ready for the new adventure of modern times.
