In developing the use of terracotta for building exteriors has led Sannini to experiment the still unexpressed potential of the material. Gradually the collection of elements available in the catalogue has grown to encompass a wider range as a result of the innovative product research carried on by the company, and the contribution added by the designers through their work. The table shows, at a comparative glance, the main features of the series where the longitudinal dimensions are predominant, with a morphological arrangement of the elements that is primarily volumetric. This has led to a gradual customization of the production in terms of design of the terracotta elements with the rediscovery of the con- genital advantages of clay: its moldability or, we might say, its docile acceptance of shapes, even when far more complex that in the more conventional case of the brick for wall-building.