Rot Comm is based on the belief that although AI will inevitably replace much communication work in the not-too-distant future, the need for human touch will not diminish. It might even earn more importance; what is rare is precious, after all.
So, when it came to our logo, we wanted something that reflected precisely that—something made by hand, not machine—the real thing.
Enter Chen Li, Turin-based calligrapher and artist best known for the handwritten titles in the Oscar-winning movie Call Me by Your Name.
Her studio in Turin’s creative district of San Salvario is not immediately obvious, with no bright signs or pretentious branding; I walked past it twice before realising it was there, in front of two wrought iron-framed glass doors, adorned with the word happiness, handwritten in perfect strokes.
Once inside, a different world unfolded. The walls, shelves, and tables are covered in a mesmerising mix of art, graphic design, and calligraphic experiments. Chinese characters in every colour, letters on delicate rice paper, ink sprawling across unexpected textures.
Quietly and warmly, Chen Li proceeded to pull out albums upon albums of her lettering. Brushstrokes, words, letterforms, each carrying its own weight and personality. It would have been very easy to lose track of time in there. I left knowing her design would be the right choice. We gave her a simple brief: create a mark that feels natural, personal, and unmistakably us.
Our logo is handwritten, just like everything Chen Li creates. There are no digital fonts or automation—just ink, craftsmanship, and the good old human touch. And that’s exactly what we believe communication should be.