Among the elements in our contemporary civilisation which stand out because of their novelty in comparison with past epochs one must definitely remember the vast field which goes by the name of “industrial design,” which is also connected with the field of graphics (in its various incarnations of advertising graphics, traffic signals, lettering, etc.). Actually the advent of an industrialised society such as our own has brought with it the presence of an “industrial aesthetics,” of a will and an instinctive need to “aestheticise,” to make the “natural” world more pleasant and acceptable since today it is almost turned upside down and subverted by the products of a technological civilisation.