The English language edition of an Italian publication, Pirelli: Technology and Passion 1872–2017 needed a fresh approach whilst still maintaining core elements from the original design. The book itself follows the company history of Pirelli and highlights the key ingredients of its lasting success, so taking a step back into Italian history I added a touch of futurism to the original image and wrapped it around the jacket, focusing more on the elements of man and machine. Although not Italian in origin, Futura is an incredibly evocative early twentieth-century font and was designed in the era when ‘tomorrow’ and ‘technology’ were only a step away. It seemed to fit perfectly.
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