(…) 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 known in the company as the ‘Caprotti family brand campaign’, consisting of two introductory campaigns, including a brand launch developed by Huber in the press, and a calendar made up of historical documents of the company and photographs of the reality of the time, including shots by Ugo Mulas, a famous photographer of current events in black and white in post-war Italy, who, at the end of the 1950s and still in his early days, earned his living by taking photographs for advertising and fashion.
The research carried out to broaden the horizons and the completeness of the documentation led to a very valuable institution such as the Huber Archive, which preserves the documents of the great graphic artist. Here we found, among other documents, one of the photographs taken by Mulas and reworked by Huber with the new logo for Manifattura Caprotti.
