(01)Ceramic tiles

Fornace Vela

Showcase concept

A third-generation identity for a Milanese tile kiln founded in 1957 — a mark drawn from four quarter-arcs on a single tile, a coded library of sixty-four glazes and a showroom in Brera.

Client: Fornace Vela
Year: 2026
Discipline: Brand Identity & Logo Design
Scope: Brand identity · Packaging · Wayfinding · Website · Ceramics

(01)The challenge

Fornace Vela has fired hand-glazed tiles at its Lambrate kiln since 1957, yet architects knew the glazes, not the name.

Sixty-four colours lived in a binder of handwritten codes. The third generation wanted an identity as considered as the tiles themselves — one that works as a stamp on the back of a tile, on a sample box and on a website.

(02)Our approach

We built the mark from four quarter-arcs on one 100 mm tile, so it can be stamped, repeated into a pattern or set as a wordmark in nine lockups. The glazes got a system — the first digit names the family, the rest record the recipe, from FV-104 to FV-820 — that runs through spec cards, a campionatura sample box for architects, the catalogue, hanging signs and wayfinding for the Via Solferino showroom, and a website where you build a palette glaze by glaze.