HISTORY
Ornella means in translation flowering ash tree. Familia Ornelli is the original Italian old family who has been traveling to the north US and settled there at the beginning of the 20th Century.
Ornelli family members had a strong feeling for the tradition, quality and craft. They were still, curious, and innovative.
MEANING
Ash is a hardwood and is hard, dense, tough, very strong but elastic. The ash is extensively used for making bows, tool handles, baseball bats, and other uses that demand high strength and resilience. The Ornelli family was traditionally known for its crafted tools and ash wood from generations.
SIGN
The “O” is the graphic expression of the structure of the wood, the rings that mark the passage of time. On the other hand, its circular image quickly brings to mind the figure of a tyre or even a circuit. Our logo consists of two opposing poles. The first expresses the stable base of the trunk, strong, hard and solid. The second reflects the rings of the trunk’s age, flexible, light and mouldable.
The typeface was chosen from the traditional Italian typeface with modern proportions.
The old typeface was changed to contain no serifs and become a completely modern typeface.
This typeface maintains visibility and spacing in every use.
