Av-Producenterna was a Swedish audiovisual production company active in the late 1960s. The company’s visual identity is attributed to Olle Eksell (1918–2007), one of Sweden’s most prominent graphic designers, best known for the iconic Mazetti “Ögon Cacao” eye logo created in 1956.[1]
Design and History
Olle Eksell created a logo for Av-Producenterna in 1969. Eksell’s career spanned six decades, during which he worked as a designer, illustrator, and art director, creating corporate identities for several Swedish companies including Mazetti, Nessim, Handelsbanken, Arjo, and Melka.[2] His work for Av-Producenterna is part of this broader portfolio of Swedish corporate identity design.
Eksell trained as an illustrator and graphic designer under Professor Hugo Steiner-Prague in Stockholm from 1939 to 1941, and later studied at the Art Center College of Design in Los Angeles from 1946 to 1947.[2] He was a member of the Alliance Graphique Internationale and served on Swedish and international design juries throughout his career.[2]
Meaning and Symbolism
Documented details about the specific symbolism or design intent of the Av-Producenterna logo are limited in available sources. Eksell’s broader design philosophy emphasized the connection between form, design, and economy, a principle he articulated in his 1964 book “Design = Ekonomi.”[2] His most celebrated work, the Mazetti eye logo, demonstrated his approach of creating simple, memorable marks that communicated a company’s purpose directly.[3]
Eksell’s work was widely recognized in international design publications, including “World Trademarks and Logotypes I and II” (1986 and 1987) and “World Trademarks: 100 Years” (1997).[3] A comprehensive monograph of approximately 400 of his graphic design works was published in 2006.[1]
Logo Index is an independent educational archive covering logos, visual identities and graphic design history. All trademarks and brand assets remain the property of their respective owners.
