Born in 1939 in Orta San Giulio, Piedmont. He graduated in architecture from the Milan Politecnico University, where he also taught architectural semiotics with Umberto Eco. In 1974 he co-founded Gregotti Associati with Vittorio Gregotti. Art director of Casabella and Rassegna magazines during the 80s, he designed architectures, exhibitions, and graphics for major clients including Brera Academy, Centre Pompidou, Moderna Museet, Neue Nationalgalerie, and Science Museum of London. In 1998 he co-founded Studio Cerri & Associati with Alessandro Colombo. He developed numerous corporate identity systems for prestigious companies among which Ferrari, Pirelli, Prada, and 1976 Venice Biennale. He also worked in the field of furniture design, becoming art director of Unifor. Member of AGI, he won important prizes including the Compasso d’Oro in 2004.