Recently, within their ongoing collaboration, the San Donato Milanese brand entrusted Angelini Design with creating the identity for a new project that aims to chemically recycle plastic, potentially infinite times.
The name HOOP® stems from the concept of the circle shape, an image that immediately links back to the theme of circularity. It is a short, simple and memorable name that also meets the company’s need to introduce the project on the international scene.
Angelini Design conceived the logo by giving a new interpretation of the font used by Eni and Versalis: the concept of circularity itself is represented by turning the two O’s into a technological and contemporary rendition of the infinity symbol. The green-blue color is another clue of the virtuous nature of the endeavor: by transforming mixed plastic waste, which cannot be recycled mechanically, into raw matter that can be used for new virgin polymers, HOOP® clearly has sustainability as one of its cornerstones.
