"Federico Seneca (18911976) emerged as one of the most influential graphic designers of the early 20th century, known for fusing avantgarde artistry with commercial clarity. As art director for Perugina and later Buitoni, he reshaped Italian advertising by replacing literal imagery with bold, metaphordriven visuals. His most iconic contribution was the Baci chocolate identity, inspired by Hayez's *The Kiss*, featuring two lovers silhouetted against deep midnight blue. Drawing heavily from Futurism and Cubism, his work embraced geometric forms, dramatic contrasts,"
"As art director for Perugina and later Buitoni, he reshaped Italian advertising by replacing literal imagery with bold, metaphordriven visuals. His most iconic contribution was the Baci chocolate identity, inspired by Hayez's *The Kiss*, featuring two lovers silhouetted against deep midnight blue. Drawing heavily from Futurism and Cubism, his work embraced geometric forms, dramatic contrasts, and a strong sense of motion. Beyond promoting products, Seneca helped turn Italy's public spaces into showcases of modern design, bringing contemporary art to everyday life. h/t: vintag.es"
Federico Seneca combined avant-garde aesthetics with commercial clarity to redefine Italian graphic design. He led visual direction at Perugina and Buitoni, shifting advertising from literal representation to metaphor-driven imagery. The Baci chocolate identity used a Hayez-inspired silhouetted couple against midnight blue to create a powerful brand symbol. Influences from Futurism and Cubism shaped his use of geometric forms, strong contrasts, and implied motion. His posters and brand identities brought contemporary art into everyday settings and turned public spaces into platforms for modern design. His visual strategies emphasized simplicity, boldness, and memorable symbolism while maintaining artistic innovation.
Read at designyoutrust.com
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