Olivetti’s ‘Red Books’: The Blueprint of Brand Identity

In the 1970s, Olivetti redefined corporate identity through a visionary project: I Libri Rossi — the Red Books.
More than just design manuals, they became a blueprint for global coherence, shaping how the brand appeared on every surface, from packaging to architecture.

Developed under the direction of Hans von Klier and featuring the refined logo redesigned by Walter Ballmer, the Red Books balanced creativity and consistency, ensuring that Olivetti’s visual language evolved without losing its soul. An essential chapter in the story of how design became identity — and identity became legacy.