How to pay homage to the brilliant work of Massimo Osti, while maintaining his innovative and experimental approach, through a new contemporary clothing brand? This was the question that gave birth to Massimo Osti Studio.

The first step towards this goal was the creation of the logo.

Starting from the original logo, i.e. the elongated 'm' of the name enclosed in a circle, the designers worked on a thin thread that would not distort the identity but clearly describe Massimo Osti Studio as a common creative platform.

The original 'closed' logo partly described the reserved personality of the designer from Bologna. His approach to everyday life and work was completely out of the limelight, in favour of quiet acts of observation and individual visions. The current logo, on the other hand, has been reworked, removing the upper and lower limits of the old logo to reinforce the concept of the 'studio'. Opening the circle, which is in dialogue with the contributions of many individuals. Keeping the thread with Osti's existing design heritage, renewing it.

Given the anti-conventional structure of the release in monthly chapters, the new Massimo Osti Studio logo breaks away from the concept of seasonality to emphasise the message of continuity. The diagonality of the logo is intended to convey the speed that we find in the logic of the chapters. Each one presents garments in a single material or collaborations in defined contexts of exploration.

Even the typographic choice of the new logo was not accidental. Osti has built its visual identity through the use of precise typographic systems capable of describing its stylistic essence. And the same goes for Massimo Osti Studio. An identity based on its ethos.