“Millions of Cyclists Choose Pirelli Tires” (1961)
Original poster design by Bob Noorda

Bob Noorda, an internationally known graphic designer who helped introduce a Modernist look to advertising posters, corporate logos and, in the 1960s, the entire New York City subway system with Massimo Vignelli at Unimark International.

“Don’t bore the public with mysterious designs,” Mr. Noorda once said, and he put that dictum into practice. He was a master of spare, elegant and logical designs that caught the eye, from minimalist corporate logos for the Italian publishing house Feltrinelli to impressionistic posters for Pirelli, the Italian tire maker.

Mr. Noorda had helped found Unimark in 1965, teaming up with a group of American and European designers, including Mr. Vignelli, who initially set up shop in Chicago and Milan. His colorful posters for Pirelli tires, where he was briefly the art director, wed the simplicity of Bauhaus typography to vibrant graphic styling.

Theirs was among the first international design firms to base their work on the Modernist principle that a good design could have a positive effect on all aspects of life, not just on business. An early proponent of unified branding — the consistent use of distinctive type and imagery to identify a company — Unimark has been credited with awakening the corporate world to Modernist design thinking. (source: NY Times/Steven Heller)

Parts Used: Inertia Racing Technology Verdugo Aluminum Wheels, Deep Dish Single Speed Wheel, 700×25 Road Wheel, Chain





064: Saved By The Bell
066: E.T.