DESIGN AND EXECUTION BY ABBRUZZO+ASSOCIATES
“EMPOWERING ALICE ISN’T JUST A WAY OF BECOMING PART OF A MOVEMENT; IT IS A MEANS OF UNLEASHING OUR INDI-VIDUAL CAPACITY TO MAKE AN IMPACT ON THE WORLD. IT IS A METHOD OF COMMUNICATING THAT THE STRENGTH OF ONE, COMES FROM HOW IT CAN INFLUENCE THE COLLECTIVE.”
When a regular i (Helvetica Bold) joins Alice’s Logomark (the circle) their combination creates Alice’s symbol “i Am”. The result is an empowered and participatory i, changed both in appearance and meaning by Alice’s circle. This i embodies the Alice ethos, i am dignified, i am global, i am inspired, i am accountable, i am important, i am ethical, i am sus-tainable, i am craft, i am tradition, i am Italy, and finally i am Alice.
“Every person, who becomes an i, weaves them-selves into Alice’s rich mosaic of equality, tradition and sustainability”.
We created a pattern (“i Am”) to highlight the impor-tance of each member of the cooperative. One-by-one, the rows of empowered i’s are lined up . Furthermore, they are multiplied to make a bigger impact on the overall imagery, just like in the partner-ships made by the cooperative. Our aim is to show graphically the strength and necessity of one in the collective. I am Alice and I am Italy.