Arflex is an Italian furniture manufacturer founded in Milan in 1947 by Carlo Barassi, Renato Teani, Pio Reggiani and Aldo Bai, former Pirelli technicians who began experimenting with foam rubber and elastic tapes for furniture. The company name derives from “Ar-flex,” short for “arredamenti flessibili” (flexible furniture).[1] The brand’s visual identity has passed through several documented design phases, reflecting the work of notable Italian graphic designers.
Design and History
Arflex’s logotype was changed several times over the company’s early years. A 1956 version was designed by Albe Steiner under the firm LAS (Lica Albe Steiner).[2] The Italian Graphic Design Archive notes that this early mark, while distinctive, was considered “too weak and not very effective,” and it was subsequently revised multiple times.[2]
A final version of the logo was developed in 1965 by Bob Noorda, working with the design consultancy Unimark.[2] Noorda, a Dutch-born designer based in Milan, was a co-founder of Unimark International and is widely known for his work on the Milan metro signage system.[3]
In addition to the logotype work, graphic designer Giancarlo Iliprandi created a notable advertising campaign for Arflex in 1970 titled “Sediamoci ogni tanto” (“Let’s sit down sometimes”), which appeared in trade magazines.[4] Iliprandi also designed a series of posters for the company in 1970.[5]
Meaning and Symbolism
An Italian design retrospective observed that “an X, when Iliprandi drew it, unequivocally meant Arflex,” indicating that Iliprandi’s graphic treatments for the brand made the letter X a recognizable visual shorthand for the company.[6] This association appears in the context of his broader advertising and poster work for Arflex rather than in a documented logo redesign.
The company name itself carries the brand’s founding meaning: “Ar-flex” was coined from “arredamenti flessibili,” or flexible furnishings, reflecting the founders’ focus on foam rubber and elastic materials.[1]
Typography and Design
The current wordmark, as seen on the company’s official website and in its communications, is set in lowercase letters.[1] A trademark registration filed in 1990 by Seven Salotti S.p.A., which acquired the Arflex brand in 1995, lists the mark as a standard character mark with the wording “ARFLEX.”[7][1] No official documentation of the current wordmark’s specific typeface or construction has been published by the company.
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