Italian fashion house Salvatore Ferragamo has unveiled a new identity that omits “Salvatore” from the company name to be known simply as FERRAGAMO.
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The new visual identity represents a new era for the 95-year-old brand under the creative direction of young British designer Maximilian Davis – appointed as Ferragamo’s creative director in March 2022.
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British graphic designer Peter Saville designed the new brand identity that replaces the handwritten signature on the logo, used since 1982, with a custom serif typeface.
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The founder’s handwriting is translated into a serif font that is impactful, refined, affirmative as evidence, in taut tension between classicism and modernity.
Ferragamo
Ferragamo’s former logo, which identified the brand from 1982 to 2022, was a take on its founder Salvatore Ferragamo’s personal signature. It was created from a custom typeface and featured a cursive hand-written look.
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The new serif font was inspired by Florence, where the brand was founded, and the classic stone inscriptions from Renaissance artists that recall the craftsmanship of Ferragamo.
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The equity of Florence is in the culture of the company: that led me to the choice of a classic font…Then there is the craft that is quintessentially Ferragamo, which is condensed in the idea of an inscription set in stone.
Peter Saville
The brand also launched a new brand color registered in Pantone with the color number 3546C: a deep, emotive red.
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The redesign is part of the transformation strategy that the new Ferragamo CEO, Marco Gobbetti, has planned for the brand to reach younger consumers.
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Gobbetti has named Davis the next creative director and is expected to invest €400 million in store renovations, technology, and supply chains between 2023 and 2026.
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In recent years, most high-end fashion brands have redesigned their identities to target the younger generation, mostly going for sans serif fonts to give them a modern look, compared to the serif fonts fashion brands used to love.
So how is this different from the others? Ferragamo surprises us with a design that feels new and most importantly, it does not follow the sans-serif trend that is losing steam, making this design timeless.
Does this clearly show the evolution of the brand? Yes, a new visual identity is always effective in showing that a brand is changing, but it’s not everything. However, I am sure that Maximilian Davis’ new creative direction will also reflect this, making it a complete update to the brand.
TBI
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[…] is the second fashion brand this year, after Ferragamo, which has recently left behind the sans-serif trend followed a few years ago by brands such as […]
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