90×100 head, 100% heart.

Pindarica created the brand for 90x100Ferro, a new company that produces objects and furnishings made by skilled artisans, 100% made in Italy.

Why 90X100? The answer is simple: the recipe for each designed product includes safe ingredients at 90%. The remaining 10% is a unique blend that belongs to each individual object, something that makes it special, unique, and unrepeatable. This 10% is influenced by the client’s needs, the environment, and the hand movements from which it emerges, always slightly different. This 10% is the true soul of the object.

The logo features simple and essential lines: circles, crosses, and sharp lines. It alludes to screws, an iron tool that penetrates wood, acting as a bridge between the two fundamental raw materials. The alternation of voids and solids represents the lightness with which these materials are treated, a true stylistic hallmark of 90x100Ferro’s design.

We work remembering, as Calvino said, to take life lightly, for lightness is not superficiality.