Remembering Giuseppe Bacci: A Versatile Italian Artist
Today, we’re exploring the life and work of Giuseppe Bacci, an Italian illustrator and advertiser whose creative journey spanned decades and left an indelible mark on Italian visual culture.
Born in Bologna on March 27, 1921, Giuseppe Bacci, better known by his pseudonym Gius Bacci, began his illustrious career in 1948. His early work focused on creating vibrant illustrations for books and magazines, with a particular emphasis on children’s literature. The Cappelli publishing house frequently featured his captivating cover designs and interior illustrations, bringing stories to life for young readers.
Gius Bacci’s passion for engines, inherited from his father Aris Bacci (also an illustrator), led him to create stunning automotive illustrations. His portfolio boasts works for iconic car companies such as Alfa Romeo, Bugatti, Ducati, Gilera, and Maserati. Beyond commissioned pieces, Bacci’s personal fascination with the futurist concept of speed inspired many works published in the magazine “Rombo,” capturing the essence of automotive power and beauty.
The advertising world also benefited from Bacci’s creative genius. Most notably, he directed the advertising office for the Buton liquor distillery until the 1960s. During this time, he crafted memorable campaigns that became part of Italian popular culture. Who could forget slogans like “Black label, the brandy that creates an atmosphere” or “The aperitif that is drunk in a cup”? The latter, created in collaboration with Marcello Marchesi, along with carousels featuring Gino Cervi, showcased Bacci’s ability to blend visual appeal with catchy phrases.
As his career progressed, Bacci explored the realms of design and fashion, constantly evolving as an artist. However, the allure of publishing drew him back, leading to collaborations with some of Italy’s most prestigious magazines. His illustrations graced the pages of L’Europeo (published by Rizzoli), as well as Panorama, Noi, Sorrisi e Canzoni, and Ciak (all under the Arnoldo Mondadori Editore umbrella).
In his later years, Bacci contributed his artistic talents to the daily newspaper L’Indipendente, directed by Ricardo Franco Levi. Here, he was responsible for all portraits, illustrations, and cartoons, demonstrating his versatility and enduring creativity.
Giuseppe Bacci’s remarkable journey came to an end on August 24, 2018, in his beloved hometown of Bologna. He left behind a legacy of artistic excellence that spanned multiple disciplines and touched the lives of countless Italians through his illustrations, advertisements, and designs.
As we reflect on Gius Bacci’s life and work, we’re reminded of the power of visual storytelling and the lasting impact one artist can have across various media. His ability to adapt and thrive in different artistic domains serves as an inspiration to creatives everywhere.
