Meetings. I met Bob Noorda three times. The first time was at the intersection of Corso di Porta Vercellina, on the corner of Corso Magenta in Milan. He was driving his Fiat 500, waiting for the traffic lights to change. I noticed him as I was walking across the pedestrian crossing. I knew who he was, though he did not know me. We were both working on a big project, and were, in fact, in competition with each other. As I walked across the street, I had the feeling, even before the official announcement, that he would win. In fact, he won.
The second time was in my office. It was a hot summer afternoon, and the background music was interrupted by the sound of the doorbell. I opened the door and there in front of me was Noorda. Well, all I can say is that it was as if a Buddhist opened his door to the Dalai Lama in person!… I invited him in, I was so excited that I didn’t say a word, he didn’t say anything either, so we didn’t actually speak. He handed me a floppy disk. On the disk was the project that I had lost, and that he had won.
The third time was a few months ago through one of his brands, the one he designed for ibs.it.
Two critical points. Our task was to redesign ibs.it while maintaining the structural elements of the logo. There were two weak points in the original version: the doubling effect of the dark red shadow, which was hard to read on a sign, and the overly invasive feel of dot-it suffix in the overall economy of the logo. The new version introduced a new balance and, we feel, deals with the two initial weak points. The review also reduced to two the brand colours and introduced a more formal feel by cutting of the lower curved part of the lower case letters “b” and “s”. Applications: corporate identity, signage and environmental graphic for retail outlets.
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