Federico Seneca, the graphic designer behind Baci Perugina's iconic logo

Federico Seneca (1891-1976) created the famous logo for Baci Perugina chocolates in 1922, inspired by Francesco Hayez's 1859 painting 'Il bacio'. He also invented the love notes on tissue paper inside each chocolate, inspired by Luisa Spagnoli's hidden messages to her lover Giovanni Buitoni, the company's CEO. Seneca was born in Fano, studied at the Regio Istituto di Belle Arti di Urbino, and served as an alpine soldier and aviator in WWI, meeting Gabriele D'Annunzio, Francesco Baracca, and Luigi Fontana. Hired by Buitoni in 1921, he founded and directed Perugina's advertising office for twelve years. In 1933 he moved to Milan as a freelance graphic designer, opening a successful studio with clients like Talmone, Cinzano, and Rayon. After a failed plastics business (1948), he returned to advertising, founding Edizioni Seneca and exhibiting at Galleria Cairola. His 1951 book-catalogue featured a preface by Giuseppe Antonio Borgese. He retired in 1958 and died in Casnate con Bernate in 1976. His legacy is preserved by his son Bernardino, who organized the 2018 exhibition 'Federico Seneca (1891–1976). Segno e forma nella pubblicità' at Museo Nazionale Collezione Salce in Treviso.