Salmoiraghi

This brochure cover presents a dynamic overview of Salmoraghi’s sewing machine range through a bold, diagonally structured composition. Set against a vivid orange field, the machines are arranged at varying angles, each paired with model names and technical descriptions. The oversized brand name cuts across the layout in strong white sans-serif type, anchoring the composition while reinforcing brand identity. The use of photographic cutouts, flattened into a graphic system, reflects a precise balance between product clarity and visual impact.

The work exemplifies the shift in postwar Italian advertising toward modern, reductive visual language. Rather than relying on narrative imagery, the design communicates innovation and variety through structure, typography, and color. The integration of text and image, along with the emphasis on product differentiation, positions the piece within the broader evolution of industrial communication in the late 1950s and early 1960s. It demonstrates Ottinetti’s ability to translate technical products into clear, compelling visual systems aligned with the emerging language of modern design.