Ricordando Max Huber

Pioneer of modern graphic design, visionary designer and key figure in the visual communication of the second half of the twentieth century, Max Huber is the Swiss graphic designer who worked on the visual identity of major Italian organisations such as La Rinascente, Olivetti, Esselunga, Feltrinelli and the geographic group De Agostini. But Huber was also involved in other significant collaborations, such as those with the Triennale di Milano or the posters he designed for the car races at Monza. Over the course of his long and brilliant career, it is thanks to the Swiss graphic designer's hand that the visual identity of some of the most iconic brands and symbols of the Italian economic boom was created. One example among all is the iconic S-shaped symbol of the Esselunga supermarkets, conceived and designed by Max Huber himself, as well as the famous logo of the La Rinascente department stores.