New Look!
Redazione
Produzione Privata was founded in 1990 as an experimental design company, motivated by the conviction that 'a different' design could develop outside the mass produced industrial production.
The company has always pursued a single goal: to cultivate experimentation and encourage craftsmanship. Art, craftsmanship, architecture and production made in Italy are the key pillars of Produzione Privata.
Produzione Privata supports collaboration with craftsmen and promotes the need for experimentation to produce design objects that enhance the human hand and the essence of materials.
When we were asked to deal with the restyling of the Produzione Privata brand identity, we did so starting from the company's core values.
The first step was to redesign the logo from the Times New Roman typeface, elaborating on the proportions and design of the letters. The second step was the introduction of a seal formed by the union of two inverted P's.
During the rebrand, AMDL CIRCLE used Bradford from Lineto Type Foundry as the predominant typeface. Bradford is accessible, contemporary, elegant and Swiss in character, but with a hint of eccentricity that sets it apart.
It was important to maintain a certain cleanliness and minimalism, but at the same time show a strong and unpredictable personality. The inspiration from the Times New Roman font, used until then by Produzione Privata, and the personality given by its contrasts and curves were the reasons why we chose Bradford.
