Salvatore Ferragamo is rebranding to bridge the house’s traditional identity with its contemporary vision of fashion. It is introducing a new logo and dropping the founder’s first name ahead of the debut of the spring collection by Maximilian Davis, Ferragamo’s newly appointed creative director.
Now known as simply Ferragamo, the Florence-based luxury company has commissioned British art director and graphic designer Peter Saville to create a new logo. Saville integrated the founder’s handwriting into a striking and refined serif font, creating tension between classicism and modernism. We can see the inspiration from classical stone inscriptions reimagined through a reductionist lens.
Leaning on its treasured history, chief executive officer and general manager Marco Gobbetti says, “History is an immense treasure for a house that owns it. The new Ferragamo logotype contains and expands both history and the now. Far from being just a logo, it is a program, which will frame and direct the new chapter that is about to be written.”
Watch out for the upcoming spring collection.
