Pino Tovaglia

Born in Milan in 1923. In 1938 he began work designing textiles, graduating in 40 from the Scuola Superiore d’Arte Applicata del Castello Sforzesco in Milan. He became an illustrator for the newspaper “La Notte,” Officine Grafiche Ricordi and Pagot Film. After his experience at Studio Ciuti (1947-1954) he devoted himself to freelance work dealing with corporate image and communication. Among his main clients: Finmeccanica, RAI, Alitalia, Montecatini, Rinascente, Lanerossi, Alessi, Bassetti, Flos, Alfa Romeo, Stock, Nava, Fiat, Fini, Touring Club, Valenti, Flexform. With Nebiolo (1962-1975) and Pirelli (from 1957, he was art director from 1967 to 1970) the longest collaborations. Author of numerous brands including those for Nebiolo, Ottagono, Fai, Alfa Romeo. In 1974 he created together with Bruno Munari, Bob Noorda and Roberto Sambonet the logo of the Lombardy Region, a project that won the Compasso d’Oro. During the course of his career he taught graphic design in Milan and Ubino. Among his institutional positions he was a member of AGI (Alliance Graphique Internazionale), on the board of ADI (Association for Industrial Design), president and founder ADC (Art Directors’ Club Milano) and among the founders of AIAP. He died in 1977. In 1998 the ADI awarded him the Compasso d’Oro for lifetime achievement.

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    Una storia lunga come

    € 19,00

    Why Pino Tovaglia kept this unpublished work, or what its true genesis is, we will never know. The fact is that his daughter Irene, getting her hands on her father’s materials, found these 24 plates, held together with tape, with an intriguing cover where the Pirelli logo stands out, front and back. The mystery deepens because the managers of the famous brand claim that there is no trace of such a project in their archives; even during the years of the collaboration between the designer and the multinational company nothing leads back to this pamphlet, which appears to be a real prototype.

    Whatever its origin, it is in any case an interesting and singular study of the elongated form, which Tovaglia evidently enjoys doing of his own free will. The association with the brand, as far as we can surmise, probably arises by analogy with the content, or vice versa.

    The 56 pages of A story as long as are thus a valuable exercise in style, reproposed in its formal integrity, but adapted for a contemporary publication, accompanied by a short text by Marta Sironi, which allows us to investigate and enhance the more human side of one of the most significant figures of Italian graphic design in the second half of the twentieth century. 

    Dedicated to fans of graphic design, illustration and simple admirers of a great protagonist who spontaneously addresses children, with a hint of mystery…

    —

    Illustrations by Pino Tovaglia
    Text by Marta Sironi
    Cover by Flavia Ruotolo
    Book design Bunker and Flavia Ruotolo

    21 × 12 cm
    56 pages
    Paperback with dust jacket
    Italian
    Isbn 978-88-98030-54-5
    First edition November 2022

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