Carl Gustav Jung, psychoanalyst and anthropologist.

The image below is so essential and effective, that it has the strength and immediacy of a symbol. It was created by the father of Italian advertising, Armando Testa, for the historic amaro Punt e Mes.
Only when an image becomes a symbol, that is, it expresses something universally significant, does it take on an overwhelming expressive potential and becomesunique, unmistakable, memorable.
In the professional training of the founder of Punto a Capo, the experience alongside Armando Testa in Turin at the end of the 1980s was significant.
The great Armando was a master of expressive synthesis, whose lesson remains more alive and current than ever. And to confirm the importance of symbolic communication are the disciplines that study our cognitive processes: psychology and neuroscience.
It is through symbols that the power of ideas is expressed.