05/13/2026
For motorsports fans who are also graphics fans
How a Sicilian Designer Stretched Pirelli Into an Icon in 1982
In 1982, graphic designer Salvatore Gregorietti, born in Palermo in 1941, redefined Pirelliโs iconic logo, cementing its place as a timeless symbol of corporate identity. Trained at Milanโs Liceo Artistico di Brera and Zurichโs School of Arts and Crafts, Gregorietti began his career in the 1960s with Massimo Vignelli, designing for Milano Libri. Joining Unimark International in 1965, he collaborated with Bob Noorda on branding for major firms like Agip and Feltrinelli. For Pirelli, Gregorietti standardized the logoโs stretched โPโ a nod to founder Giovanni Battista Pirelliโs signature, first introduced in 1914 but inconsistent in use.
His 1982 manual detailed precise letter proportions, spacing, and designs for the โRโ and โE,โ ensuring uniformity across all applications. This update, later expanded in 1997 by Pierluigi Cerri, emphasized speed and stability, aligning with Pirelliโs tire manufacturing identity. The logoโs enduring design became a hallmark, notably through Pirelliโs Inter Milan sponsorship from 1995 to 2021. Gregorietti, who later founded Gregorietti Associati and won a Compasso dโOro for Ottagono magazine, left a lasting mark on graphic design with this project.
