Simplicity Design® is an international reality which deals with industrial design and consultancy, supporting its customers to help them emerge in a globalized and high-competitive environment. We were asked to entirely re-design the corporate identity of the firm, from the logo to the set-up of the stands. We decided to take inspiration from the values of the well-known post-war italian design. We tried to summarize its archetypes. Particular attention for the shapes and the junctions, sinuosity and counterbalancing of spaces: just some of the concepts which guided the project, trying to represent the design in a non-didactic way. The colour couldn't but be a vivid pomodoro di Pachino red or, better said, a Ferrari one.