As a designer and artist, Primo Angeli built an international reputation in the field of graphic communications. Specializing in design for marketing and communications, his success was based on the development of identities for products, services and corporations that ensured maximum visual impact, emotional appeal, and consumer acceptance.
Primo Angeli led the field in branding, corporate identity, packaging, naming and new media services for a stellar client list that included DHL, Ben and Jerry’s, Coca-Cola, Guinness, Intel, Nestlé, Robert Mondavi Winery, Xerox, General Foods, Hyatt Hotels Corporation, Bank of America, AT&T, Banana Republic, Levi Strauss and baseball’s Oakland Athletics.
One of his most high-profile assignments was the creation of environmental graphics and the official poster for the 1996 Atlanta Olympic Games. His other Olympics work included design consultation with Olympic President Juan Antonio Samaranch, official poster designs for the Salt Lake Olympics, the US Olympic Team for Nagano, and the US Olympic Team for Sydney. In 1998 he was chosen to design the official posters for the World Cup in Paris for the two final contestants, Spain and France.
In 1970 he created a style of interchangeable modular art for interior/exterior geometric wall murals. The success of this was followed by injection molded wall graphics packaged and marketed as a retail item. These multicolored geometric pieces contributed to a wave of acceptance that has resurfaced in today’s mural art as a fashion.
In 1989 Angeli’s revolutionary brand and package development process, under the name of Rapid Access, challenged the marketing and design industry’s antiquated and wasteful methods of operation. This innovative approach was aimed at elevating the attitude of the marketing industry’s mentality toward the designers’ enormous untapped creative potential.
A partial list of Mr. Angeli’s designs are in permanent collections and exhibitions worldwide, including the Metropolitan Museum of Art New York, Smithsonian Institution, Library of Congress, Cooper-Hewitt Museum, San Francisco Museum of Modern Art, Warsaw Poster Collection, Centre Georges Pompidou, Paris, and the Olympic Museum in Lausanne.
Selected honors: six CLIO Awards, Mobius Awards; American Graphic Design Awards; Gold and Silver Awards from the Art Directors Club of New York, the Western Art Directors Club, the Los Angeles Art Directors Club, and the San Francisco Society of Communicating Arts.
His designs have been featured in major magazines and books throughout the world. Twelve Stories/Designs for Marketing published by Rockport Press and his second book, Making People Respond, published by Madison Square Press, are followed by his recently published book presenting a new concept in poster design, PRIMO: CELEBRATORY POSTERS. This latest book, published by Marianne Hinckle at Año Nuevo Island Press, expresses Angeli’s personal interpretation of poster art through his own stories and experiences.
Primo Angeli’s speaking engagements on design and marketing have taken him throughout the world.