Word: adriano
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Dates: during 1980-1989
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...standard of excellence in corporate appearance was set by Camillo Olivetti and his son Adriano. The Olivettis started manufacturing typewriters and other office machines in 1908 at Ivrea, Italy. From the outset, their company was dedicated to outstanding design. Olivetti also excelled in providing such employee services as nurseries, day camps and housing assistance. Said Riccardo Musatti, Olivetti's director of advertising until his death in 1965: "The corporate image ... should not be a distorting mirror or a come-on symbol, but the total expression of a complex reality...