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Adriano Olivetti (19011960), son of the founder, instigated the programme of employing consultant designers. Marcello Nizzoli was taken on in 1938, followed by Ettore Sottsass in 1958 and Mario Bellini in 1962. They each produced some seminal designs for the company while continuing to work for other clients. Sottsass's Valentine typewriter in 1969 is among the best known, as is Bellini's series of Lexicon typewriters. In the 1950s the company branched into electronic products, producing an electronic computer in 1959.
During the 1970s the company invested heavily in electronics, launching electronic typewriters and personal computers. In 1978, Carlo De Benedetti bought a shareholding and took over management of the company. In 1983 the company formed a business alliance with US telecommunications company AT&T. Further electronic products were developed including printers, fax machines, and photocopiers.
The company announced a massive restructuring plan in 1995, involving the laying off of thousands of workers, in an effort to restore its ailing fortunes. In 1997, Olivetti sold its personal computers division, and in 1998, its systems and services operation. Olivetti became part of the Telecom Italia group in 2003 and remains one of Italy's leading IT companies.
Blue symbolizes the ocean. The stars represent the ten main islands. The red stripe stands for the road to progress. Effective date: 25 September 1992.
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