00 · The story, in his own voice
Film made with AI video from Antonio’s photo and voice · unofficial concept
In 1990 I was fifteen. I drew a double floor for a Formula One car, an “effetto hovercraft”, and I posted it to Maranello. In May 1991, Ferrari wrote back. They could not consider “alcun ritrovato”. Any invention. The next year, a Ferrari raced with a double floor. Thirty-five years later, I run a studio. And I am sending a ritrovato back. One red, found again. One typeface, cut from the corners where Ferrari won. One car. This is Rosso Ritrovato.
In 1990 I was fifteen. I drew a double floor for a Formula One car, an “effetto hovercraft”, and I posted it to Maranello. In May 1991, Ferrari wrote back. They could not consider “alcun ritrovato”. Any invention. The next year, a Ferrari raced with a double floor. Thirty-five years later, I run a studio. And I am sending a ritrovato back. One red, found again. One typeface, cut from the corners where Ferrari won. One car. This is Rosso Ritrovato.
Season 2027 · Concept · The F127, further down
01 · Where the name comes from
Antonio De Rosa, from Cava de’ Tirreni, drew an “Effetto Hovercraft” for Formula 1: a double floor under the car, held by sprung struts, pushed towards the ground by the air flowing underneath. He typed the notes, lettered the sheets by hand and posted them to Maranello.
The archive · 1990 to 1993
“…non possiamo esaminare e prendere in considerazione alcun ritrovato.”
“We cannot examine or take into consideration any invention.” Maranello thanked him, sent the 1990 yearbook and closed the door politely, as it had to. The next year a Ferrari ran with a double floor. Thirty-five years later his studio sends a ritrovato back.
Ritrovato · noun, Italian. A finding, a device, an invention. Also: found again.
The idea leaves Cava de’ Tirreni. Typed notes and hand-lettered sheets for an “Effetto Hovercraft”, posted to Maranello.
Maranello writes back. We cannot examine or take into consideration any invention.
In Italian, alcun ritrovato.
The F92A takes to the track with a double floor under the car.
A second letter. Una singolare coincidenza.
Study, then write again.
Ritrovato means found again. It returns as a red, a typeface and a car, the F127.
02 · Traiettoria Scuderia
Every numeral is drawn on the racing line of a corner where Ferrari has a story: Fiorano for the zero, Tamburello for the one, Suzuka’s figure-eight for the eight. Letters follow the numbers, slanted at 15°, cut from Space Mono and released under the SIL Open Font License.
Home. The test track where every Ferrari starts.
The long flat-out left, the single stroke of the 1.
The former Parabolica, renamed for Michele Alboreto in 2021.
The double left, the two bowls of the 3.
The chicane named for Alberto Ascari, Ferrari’s first world champion.
The climb and the crest.
The slowest corner of the calendar, the loop of the 6.
One corner of Suzuka: the fast left, the diagonal of the 7.
Not a corner but the whole track, the only figure-eight on the calendar.
The old street circuit of the Australian Grand Prix, 1985 to 1995.
ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz àèéìòù abcdefghijklmnopqrstuvwxyz
0123456789 · 1:21.046 · LAP 53 · +0.212 · 0123456789
Traiettoria Scuderia Light
Traiettoria Scuderia Light Italic
Traiettoria Scuderia Bold
Traiettoria Scuderia Bold Italic
03 · One red
Rosso corsa for the classic years. A brighter, almost orange red for television from 1996 to 2007, the Schumacher years. For 2027 we found that red again and fixed it as one flat colour.
#D51E25 · RGB 213 30 37 · PMS 1795 C
Flat. No gradients, no metallic. Fifty per cent of every surface, the rest makes room for it.
03 · The mark
04 · Brand guide · Edition 01
Twelve spreads to start. Tap one to look closer.
Page 01
The full book is in the PDF: Passione, the identity, the applications.
Unofficial concept by ADR Studio Lab. Not affiliated with, authorised or endorsed by Ferrari S.p.A. Marks shown belong to their owners.
05 · Kit & merch
The trajectory runs from the boot to the collar. Embroidered, never printed, on the suit. Printed into the cotton on the shop.
Red over black, cut by the road. The number and the flag on the belt, the shield over the heart.
The suit on the driver. Six poses, one line from the boot to the collar.
Red lid, black spine, a tricolour thread above the visor. FER and 27 on the cheeks.
Red suede, black cuffs. The number on the wrist, the horse on the ankle.
Team shirt, T-shirt, cap. The same diagonal, printed into the cotton. A black edition for the night races.
The invitation to the presentation, cut for the feed and for stories.
06 · The car
3D render · unofficial concept, not a Ferrari car · marks belong to their ownersQuestions
No. Rosso Ritrovato is an unofficial fan concept by Antonio De Rosa and ADR Studio Lab. It is not affiliated with, approved or endorsed by Ferrari. Ferrari, Scuderia Ferrari, the Prancing Horse and the shield are trademarks of their owners.
Antonio De Rosa, founder and creative director of ADR Studio, a design and brand consultancy working since 1995, and a Ferrari fan for as long as he can remember.
In 1990, at fifteen, Antonio wrote to Maranello with drawings of a double floor for a Formula One car. In May 1991 Ferrari wrote back that it could not examine or take into consideration any invention. Thirty-five years later he used that letter as the pretext for this homage.
It is Italian for "the red, found again". The project imagines how the Scuderia could look, sound and move in 2027: a new typeface, one red, a new mark called the Vela, race and fan kit, and a concept car, the F127.
The F127 is the concept car of the project, an imagined 2027 Formula One car in the Rosso Ritrovato livery, shown in 3D renders. It is not a real Ferrari car.
It stands for the 2027 season and works as a placeholder: the real drivers' numbers belong to them.
No. Every image of the car, the kit and the merchandise is a 3D render or an AI-assisted visual, a free interpretation made for this concept.
Before you start
I have been a Ferrari fan for as long as I can remember.
In 1990, at fifteen, I drew a double floor for a Formula 1 car and posted it to Maranello. Maranello wrote back.
Thirty-five years later I used that story as a pretext for something I had always wanted to do: a homage to the Scuderia, its red, its type, its car.
Unofficial and unaffiliated. The cars, the kit and the scenes are renders and free interpretations.
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