AIAP and Touring Club Italiano present On the road. Bob Noorda, travelling with a graphic designer

02 March 2011
Milan (Italy) - AIAP - the Italian Association of Design for Visual Communication and Touring Club Italiano (TCI) have collaborated to present "On the road. Bob Noorda, travelling with a graphic designer," a tribute to Noorda that explores and exhibits the major work he produced for the TCI.
Milan (Italy) - AIAP - the Italian Association of Design for Visual Communication and Touring Club Italiano (TCI) have collaborated to present "On the road. Bob Noorda, travelling with a graphic designer."

Bob Noorda, one of the great Italian graphic designers (although Dutch by birth) passed away about one year ago. Through his work he created the visual image of some of the most important Italian brands - Eni, Regione Lombardia, Coop, Feltrinelli, Mondadori, to name but a few. Among the industrial and institutional brands Noorda has designed or redesigned stands out that of TCI.

The exhibition "On the road. Bob Noorda, travelling with a graphic designer" wishes to pay a tribute to Noorda by exploring and exhibiting the major work he produced for the TCI. The project includes two parallel exhibitions which will be set up, respectively, at the Aiap Gallery in via Amilcare Ponchielli - Milan, and in the prestigious offices of Touring Club Italiano in Corso Italia, also in Milan.

Above: Work by Bob Noorda. Source:

Bob Noorda started his collaboration with the Touring Club in the late Seventies, called by its president Franco Brambilla after winning a contest sponsored by the Club and open to the best graphic and product designers: the idea was to renovate the image of the Club, starting from its brand. Noorda's idea was to re-interpret the historical logo in a more up-to-date fashion: the bicycle wheel was kept (the Touring Club was established in 1894 as the Italian Cycling Touring Club), though entirely redesigned; the acronym was changed from CTi to the more logical and rational TCI.

The collaboration between Bob Noorda and the TCI wasn't limited to the logo and its applications through the manual, however: the whole publishing and graphic style was redesigned, including the covers of guidebooks and illustrated books and the inside of many volumes. The style was maintained for about twenty years, with the graphic designer feeling very much 'at home' in the Milan offices of via Adamello, where he would spend long hours, at times whole days. Noorda's graphics has characterised the Guide Rosse (Red Guidebooks) since the Eighties and the Guide Verdi d'Europa e del Mondo (Green Guidebooks of Europe and the World), the series Attraverso l'Italia, maps and atlases (the famous Atlante 1:200.000 with the new green cover) as well as many volumes included in what used to be called the Paccosoci (Memberpack) - now Kit Touring - such as Città da scoprire, Città d'Europa and Regioni e mete d'Europa.

Noorda's work has given an identity to the Touring Club. More than that, he has made it immediately recognisable to millions of Italians across generations.

Above: Bob Noorda presenting pictograms. Source:

Bob Noorda (Amsterdam, 1927 - Milan, 2010), an adopted Italian, was one of the most important actors in the Italian Graphic Design renovation. After working for Pirelli and La Rinascente, in 1964 he contributed to the foundation of Unimark International with Massimo Vignelli.

He realised some of the most famous Italian brands, such as those for Coop, Arnoldo Mondadori Editore and for the Lombardy Region. He curated the graphic image of Agip, Banca Commerciale Italiana, Dreher, Chiari & Forti, Fusital, Max Meyer, Richard Ginori, Total, Ermenegildo Zegna and Mitsubishi. In the editorial field he collaborated with Vallecchi, Sansoni, Feltrinelli and the Italian Touring Club. He designed the signage systems of the underground in Milan, New York and Sao Paulo in Brazil.

He obtained many recognitions, including four Compasso d'Oro prizes and an honorary degree in Industrial Design from the Milan Polytechnic.

In 2007, for his 80th birthday, Aiap made him an honorary member of the association.

Exhibition details

Galleria Aiap
via Amilcare Ponchielli 3
3 March - 29 April 2011
Mon - Tues 14:00 - 18:00

Opening on 2 march, 18:00

Touring Club Italiano Italia 10
1-19 March 2011
Mon - Fri 10:00 - 17:00

1 March, 18:00
Free entry
Catalogue Edizioni Aiap

For complete details, visit: (in Italian)

For more information, please contact:

Via Ponchielli, 3
Milano, MI
20129 Italy
T: +39 2 29520590

About Aiap

Aiap is the Italian Association of Visual Communication Design that unites professionals of graphic design and visual communication. Established in 1945, the organisation is one of the founding members of Icograda.

Aiap's mission is to champion the advancement and development of the profession and culture of graphic design both in the areas of practice and education. Aiap promotes the consciousness of practice of communication design through moral and ethical commitment within the field.