Page 6 - Sample pages "Paolo Martin: Visions in Design" by Gautam Sen

THIS PAGE: Study and realization of the BERTONE logo.
OPPOSITE: Nuccio Bertone with models.
tHe Bertone MontHS (1966-1967)
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On a Saturday afternoon in 1966, I was at home wondering whether I should go out.
Finally, I decided to take a cruise on my brand new Piaggio Ciao. I ride out, slowly and carefully, in the direction of the Bertone factories with the idea of taking a look at one of those prototype cars which are always on display in the show window overlooking the garden to the side street.
The car on display that day was the bright red Alfa Romeo Canguro prototype, and there I was peering in looking for defects, when my thoughts were interrupted by a commotion. I turned around and I saw the Cavaliere Nuccio Bertone, “Nùciu” to his employees, walking in via the entrance.
Instinct pushed me, and I scampered forward and introduced myself, blocking his way with an idiotic question: “Hello, is this Cav. Bertone? I’m Paolo Martin, and I would be very happy to talk to you!”
“Come up with me!” responded Bertone.
On the following Monday I was hired at the Bertone Style Center, at double the salary I was receiving at Michelotti.
One of my first assignments at Bertone was to redesign the corporate branding of the venerable coachbuilder. The sketches that you see on these
pages show the sequence of iterations that I went through before coming to the creation of the definitive and famous Bertone “B.” After these preliminary drawings, I made a model in polished brass in full size, and I showed that to Nuccio Bertone, who very happily took it... and disappeared from my sight, without the slightest of thanks.
A short time later that badge was proudly on display on the side of the Lamborghini Miura. I was at Bertone for just nine months, but I believe that I left my mark.
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