{"id":7936,"date":"2021-03-01T16:25:29","date_gmt":"2021-03-01T15:25:29","guid":{"rendered":"https:\/\/cba-design.com\/italy\/?post_type=reports&#038;p=7936"},"modified":"2026-07-15T16:24:23","modified_gmt":"2026-07-15T14:24:23","slug":"brand-for-the-next-millennium","status":"publish","type":"reports","link":"https:\/\/cba-design.com\/italy\/en\/reports\/brand-for-the-next-millennium\/","title":{"rendered":"Brand for the next Millennium"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"7936\" class=\"elementor elementor-7936\" data-elementor-post-type=\"reports\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-d31b5e6 elementor-section-full_width elementor-section-height-default elementor-section-height-default\" data-id=\"d31b5e6\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-45eab78c\" data-id=\"45eab78c\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-3ee7c65 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"3ee7c65\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-inner-column elementor-element elementor-element-45cf238f\" data-id=\"45cf238f\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-2b45e39b elementor-widget elementor-widget-text-editor\" data-id=\"2b45e39b\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>In 1985 Italo Calvino gave a series of six lectures at Harvard. 30 years later, these lectures are more relevant than ever, guiding us on a daily basis in our work.<\/p><p>This is our tribute to a masterpiece of literature and to its impact on brand design. We have investigated and deepened the six values, then written by Calvino, with a key for branding.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-41b38888 elementor-widget elementor-widget-heading\" data-id=\"41b38888\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-heading-title elementor-size-default\">6 values<\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-fd61545 elementor-widget elementor-widget-text-editor\" data-id=\"fd61545\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><strong>Lightness <\/strong>becomes the subtraction of a rich and increasingly full of information, a translation of an <strong>essential <\/strong>and<strong> minimalistic style.<\/strong><\/p><p><strong>Quickness<\/strong>, as opposed to lightness, describes the need to eliminate all that is superfluous in favor of <strong>simplicity<\/strong>.<\/p><p>It becomes more important, in an increasingly submerged world of background noise, the search for <strong>exactitude<\/strong>, clarity and precision of information that overhang us, to emerge.<\/p><p><strong>Visibility<\/strong> then becomes a showcase where what matters is to appear, to be an image.<\/p><p>In such a large market it becomes difficult to know how to distinguish and therefore why not be a single identity but with a <strong>multiplicity<\/strong> of variations.<\/p><p>Always remembering to bring out the identity on anonymity, without losing the importance that a brand has to have <strong>consistency<\/strong> with the promise made<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-56d8d7b0 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"56d8d7b0\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-inner-column elementor-element elementor-element-69277631\" data-id=\"69277631\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-ee38700 elementor-button-align-stretch elementor-widget elementor-widget-form\" data-id=\"ee38700\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;step_next_label&quot;:&quot;Successivo&quot;,&quot;step_previous_label&quot;:&quot;Precedente&quot;,&quot;button_width&quot;:&quot;100&quot;,&quot;step_type&quot;:&quot;number_text&quot;,&quot;step_icon_shape&quot;:&quot;circle&quot;}\" data-widget_type=\"form.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<form class=\"elementor-form\" method=\"post\" name=\"Nuovo modulo\" aria-label=\"Nuovo modulo\">\n\t\t\t<input type=\"hidden\" name=\"post_id\" value=\"7936\"\/>\n\t\t\t<input type=\"hidden\" name=\"form_id\" value=\"ee38700\"\/>\n\t\t\t<input type=\"hidden\" name=\"referer_title\" value=\"Brand for the next Millennium\" \/>\n\n\t\t\t\t\t\t\t<input type=\"hidden\" name=\"queried_id\" value=\"7936\"\/>\n\t\t\t\n\t\t\t<div class=\"elementor-form-fields-wrapper elementor-labels-above\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-field-type-text elementor-field-group elementor-column elementor-field-group-name elementor-col-50 elementor-field-required elementor-mark-required\">\n\t\t\t\t\t\t\t\t\t\t\t\t<label for=\"form-field-name\" class=\"elementor-field-label\">\n\t\t\t\t\t\t\t\tName Surname\t\t\t\t\t\t\t<\/label>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<input size=\"1\" type=\"text\" name=\"form_fields[name]\" id=\"form-field-name\" class=\"elementor-field elementor-size-lg  elementor-field-textual\" placeholder=\"Mario Rossi\" required=\"required\">\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<div class=\"elementor-field-type-text elementor-field-group elementor-column elementor-field-group-field_50ff94b elementor-col-50\">\n\t\t\t\t\t\t\t\t\t\t\t\t<label for=\"form-field-field_50ff94b\" class=\"elementor-field-label\">\n\t\t\t\t\t\t\t\tCompany\t\t\t\t\t\t\t<\/label>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<input size=\"1\" type=\"text\" name=\"form_fields[field_50ff94b]\" id=\"form-field-field_50ff94b\" class=\"elementor-field elementor-size-lg  elementor-field-textual\">\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<div class=\"elementor-field-type-email elementor-field-group elementor-column elementor-field-group-email elementor-col-100 elementor-field-required elementor-mark-required\">\n\t\t\t\t\t\t\t\t\t\t\t\t<label for=\"form-field-email\" class=\"elementor-field-label\">\n\t\t\t\t\t\t\t\tEmail\t\t\t\t\t\t\t<\/label>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<input size=\"1\" type=\"email\" name=\"form_fields[email]\" id=\"form-field-email\" class=\"elementor-field elementor-size-lg  elementor-field-textual\" placeholder=\"name@domain.com\" required=\"required\">\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<div class=\"elementor-field-type-textarea elementor-field-group elementor-column elementor-field-group-field_742a05d elementor-col-100\">\n\t\t\t\t\t\t\t\t\t\t\t\t<label for=\"form-field-field_742a05d\" class=\"elementor-field-label\">\n\t\t\t\t\t\t\t\tOptional Message\t\t\t\t\t\t\t<\/label>\n\t\t\t\t\t\t<textarea class=\"elementor-field-textual elementor-field  elementor-size-lg\" name=\"form_fields[field_742a05d]\" id=\"form-field-field_742a05d\" rows=\"4\"><\/textarea>\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<div class=\"elementor-field-type-html elementor-field-group elementor-column elementor-field-group-field_d8cdd81 elementor-col-100\">\n\t\t\t\t\t<br>\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<div class=\"elementor-field-group elementor-column elementor-field-type-submit elementor-col-100 e-form__buttons\">\n\t\t\t\t\t<button class=\"elementor-button elementor-size-sm\" type=\"submit\">\n\t\t\t\t\t\t<span class=\"elementor-button-content-wrapper\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-button-icon\">\n\t\t\t\t\t\t\t\t\t<i aria-hidden=\"true\" class=\"far fa-arrow-alt-circle-down\"><\/i>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-button-text\">Download<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t<\/button>\n\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t<\/form>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"featured_media":0,"template":"","meta":{"_acf_changed":false},"class_list":["post-7936","reports","type-reports","status-publish","hentry"],"acf":[],"lang":"en","translations":{"en":7936,"it":6490},"pll_sync_post":{},"_links":{"self":[{"href":"https:\/\/cba-design.com\/italy\/wp-json\/wp\/v2\/reports\/7936","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/cba-design.com\/italy\/wp-json\/wp\/v2\/reports"}],"about":[{"href":"https:\/\/cba-design.com\/italy\/wp-json\/wp\/v2\/types\/reports"}],"version-history":[{"count":3,"href":"https:\/\/cba-design.com\/italy\/wp-json\/wp\/v2\/reports\/7936\/revisions"}],"predecessor-version":[{"id":18967,"href":"https:\/\/cba-design.com\/italy\/wp-json\/wp\/v2\/reports\/7936\/revisions\/18967"}],"wp:attachment":[{"href":"https:\/\/cba-design.com\/italy\/wp-json\/wp\/v2\/media?parent=7936"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}