Bob Noorda, through his work, set the image of some of the most important Italian brands (from Eni to the Lombardy Region, as well as Coop, Feltrinelli, Mondadori and many others). Among the industrial and institutional logos Noorda invented or redesigned, we can cite those of the Touring Club Italiano. The exhibition, organized by Aiap – the Italian Association for visual communications, active since 1945, in collaboration with TCI, pays tribute to Noorda through the reinterpretation and display of the major work he did with TCI. The exhibition project is split into two parallel shows, in the Milanese location of Galleria Aiap (via Amilcare Ponchielli 3) and the prestigious Touring Club (Corso Italia 10).