Young in age but old in skill
Franco M. Ricci's 1963 logo for Super Cucine Italiane Componili
The modern ‘American kitchens’ that existed in Italy in the early 1960s were somewhat modest, typically using cheap laminated plastics and imitation wood. Renzo Fornari, a building contractor from Parma, was determined to produce something quite different. His vision would combine functionalism, beauty and an ‘aesthetic dignity’ to offer a cheerful, brightly coloured and high-quality alternative that was elegant and technologically advanced.
In 1963, Fornari transformed a small workshop (and a family-run business) into a factory that would bring to life his new vision for Italian kitchens. He named the company Super Cucine Italiane Componili (Super Modular Italian Kitchens) ‘SCIC’ for short and an Italian derivative of the more universal word ‘Chic’.
Seeking an corporate identity, SCIC employed the services of Franco Ricci, a young designer from the same city. This would be one of his earliest clients and mark the beginnings of a decades long relationship.
Ricci, commissioned to develop the logo for SCIC, would go on to define the style of the kitchen-maker’s early campaigns, with a disruptive approach quite different to others, and what had comes before, utilising vibrant colour striking silhouettes and later, images from renowned illustrators.
Continue reading to discover the concept behind the SCIC logo. See how Ricci brought to life the colourful and modular nature of SCIC kitchens through poster and ad campaigns, and discover the idea behind the use of a striking double eagle motif.