ILCAPO PRODUCTION

ILCAPO is a video production company founded by Italian video artist and film director Yuri Ancarani. Inspired by Ermanno Olmi’s approach, ILCAPO bridges artistic vision and industrial cinema, combining the efficiency of contemporary production with an aesthetic sensibility rooted in the elegance of the past, reinterpreted for the present.

The client requested a branding direction that could convey both strength and elegance, blending a past-inspired approach with the energy of contemporary visual language. ILCAPO, as the name itself suggests, required an identity capable of embodying the authority, confidence, and presence implied by the name itself.

The initial concept focused on creating a logo that would evoke the structure and authority of an emblem, conjuring a world of elegance and balanced complexity. The aim was to design a mark that felt as though it had always existed, rooted in a visual tradition inspired by early-20th-century graphic treatments. The result sought to be an identity that was both timeless and grounded in a sensibility of the past, yet coherently reinterpreted for the present.  A crucial role within the system is played by the use of red: a bold and decisive color capable of expressing strength, passion, and cinematic intensity. The branding palette is deliberately reduced to black, red, and white, an essential triad that ensures clarity, recognizability, and timelessness, allowing the identity to remain strong without becoming decorative. Within this rigorous system, the identity is designed to step back when necessary, leaving room for what truly defines ILCAPO: its video productions.