One feature sets brands apart when you are interacting with their products physically, and that is their logo. For luxury brands, this is usually in the form of a monogram that is almost always an abbreviation of its name. Which may be why Italian luxury brand, Salvatore Ferragamo, has announced a new monogram logo.
This is not the only major change sweeping across the luxury brand. Earlier this year, it had announced a shakeup of its executive management team and the departure of its creative director, Paul Andrew. Last month, it said it would be welcoming current Burberry chief, Marco Gobetti, as its CEO by the end of the year.
But changes to its logo was a bit unexpected. In 2019, Salvatore Ferragamo had introduced the Gancini monogram designed by Andrew – two semicircles linked by a small barrette, inspired by the pattern on the imposing doors of the Spini Feroni building, the palazzo that is still home to the label’s headquarters in Florence. Thus, it seemed rather unlikely that it would be considering a new one only two years after.
It’s reason is simple: “A bold new SF signature emerges this season with artfully stylized initials paying tribute to the visionary founder Salvatore Ferragamo, reflecting on the creative innovation that has long guided the house of Ferragamo,” the brand stated in a press release.
The new logo is a capital S and F, elegantly drawn at a slight slant that gives them a vintage feel. It is not immediately clear if this new logo will be used in tandem – or interchangeably – with the Gancini monogram, but the brand has confirmed that it will make its debut entrance with the pre-fall 2021 men’s collection.
The line includes accessories like belts, sneakers, moccasins, wallets and cardholders, as well as a messenger bag, a backpack and a briefcase made in Econyl® (a nylon fibre made entirely out of regenerated fishing nets and other nylon offcuts). These are stitched with recycled thread and fastened with zips made in regenerated polyester derived from recycled plastic bottles, as Ferragamo indicated in the press release.
The launch of the SF Logo line is accompanied by a digital ad campaign filmed at the Galleria Memphis Post Design, a gallery museum in Milan, where models stroll around the signature 1980s furniture and design objects created by the Memphis group, led by architect/designer Ettore Sottsass.