Elio Jotta (Milan, 1912 – Milan, 2003) was an influential Italian graphic designer, illustrator, and art director, a key figure in the history of post-war visual communication. His career, which began in the 1930s, saw him collaborate with major industrial companies and co-found Studio Stile with Franco Grignani. However, his name is inextricably linked to his role as art director for the La Rinascente department store, a position he held from 1955. In this capacity, Jotta revolutionized the brand's corporate identity, promoting a modern visual language and commissioning works from the most important designers of the era, from Max Huber to Lora Lamm. His vision profoundly influenced advertising graphics, extending to collaborations with companies such as Pirelli and Montecatini. For his fundamental contribution to Italian design, he was awarded the Compasso d'Oro for lifetime achievement in 1998 and served as president of the Association for Industrial Design (ADI) from 1962 to 1965.