Logo Design Spotlight: Primo Angeli


Primo Angeli – Branding and Identity

Primo Angeli’s designs capture well the distinct edge and flair of the west coast style. But this Italian designer’s trademark work goes beyond his California base; His designs can also be seen on posters, billboards and museums across the world.

Primo has been a driving force in today’s international graphic communications industry. Primo’s national award-winning design for marketing and communications has earned him a client list that includes Microsoft, Ben and Jerry’s, Coca-Cola and Banana Republic, among others.

Primo’s most recent logo design for the San Francisco Chamber of Commerce is yet another stellar example of his artistic mastery of brand design, which captures the essence of a business in an instantly recognizable format. Commenting on the “electric color palette,” Angeli said he aimed to represent the vibrant and vital personality of San Francisco and its Chamber of Commerce:

“My choosing of this design for the Chamber of Commerce clearly allows us to deliver a dual appreciation of the Chamber’s needs,” Angeli remarked. “The large use shows our audience the multiple visibility of the many individual areas of San Francisco. In the small view, it becomes a jewel of the city.”

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Primo Angeli’s poster for the 1996 Atlanta Olympic Games led to commissions for Olympic President Juan Antonio Samaranch and the two final contestants in the World Cup in Paris.

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Primo is a Graphis contributor, who has been represented in Graphis Logo 1 and Graphis Logo 4. His logo design work for Ariana and Grid are featured on our site.

Primo studied at Southern Illinois University, before working as a designer in Spoleto, Italy. He recently partnered up with the award-winning San-Francisco-based branding agency, Stapley Hildebrand. Primo has authored three books, and his designs have been showcased in permanent collections and exhibitions worldwide, including the Metropolitan Museum of Art, New York, Smithsonian Institution and the San Francisco Museum of Modern Art, among others.

A copy of Graphis Logo 1 and Graphis Logo 4 are available in our store, over here. To see more of Primo’s work, click here. Primo’s book is available here.

Author: Rachel Lowry

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