Seterie Argenti is an Italian textile manufacturer based in Tavernerio, in the province of Como, the heart of the Italian silk district. The company traces its origins to 1896, when Federico Argenti operated as a silk dealer in Como, and it later became a manufacturer of silk hat linings. Today the firm, led by Cristina and Michele Viganò, produces roughly 2 million meters per year of contemporary and luxury womenswear fabrics, including yarn-dyed jacquards and prints. [1]
Design and History
The Seterie Argenti logo was created by Swiss graphic designer Max Huber (1919-1992), a leading figure of 20th-century graphic design whose work included logotypes for La Rinascente, Esselunga and Coin. [1] [2]
According to the company’s own account, the mark was drawn freehand by Huber at the end of a dinner at the home of Carlo and Rosanna Viganò, who had formed a close friendship with Huber and his wife, the Japanese artist Aoi Kono. The logo was later registered on August 20, 1986. [1]
The company’s art page confirms Huber as “author of the Argenti and Esselunga logos,” placing the Seterie Argenti mark within the broader body of identity work he produced for Italian commercial clients. [3]
Meaning and Symbolism
The mark is presented simply as “A Project by Max Huber,” with the account focusing on the circumstances of its creation rather than on any explicit design rationale. [1]
Typography and Design
The company’s account notes only that Huber drew the logo freehand at the dinner table, and that the design was subsequently registered in 1986. [1]
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