Salvatore Ferragamo is rebranding to establish a conversation between the classic and contemporary, ushering in a new chapter in its legendary history as a name in Italian luxury, now known simply as “Ferragamo.” Respecting its legacy while looking forward, the label will also reveal a new logo designed by Peter Saville.
“Acknowledging the importance of every single element to the whole, the journey of reinvention, the sharp sense of elegance and respecting the craft involved, starts at the foundation: the letters being used, the shape they take, the words they form,” says Ferragamo.
Peter Saville, a renowned graphic designer, was commissioned by Ferragamo to convert the founder’s handwriting into an impactful, elegant, assertive serif font. With a reductionist lens, Saville recalls classical stone inscriptions that inspired Renaissance artists, creating tension between classicism and modernity. The logo’s modernist and sensual goal produces a fitting essence, making it appear as if it has always been with Ferragamo.
“The equity of Florence is in the culture of the company: that led me to the choice of a classic font. The vision is exacting and modern. Thereafter, the font is reduced and becomes modernist. Then there is the craft that is quintessentially Ferragamo, which is condensed in the idea of an inscription set in stone. Within this tension lies the new logotype and the complex balance it expresses,” says Peter Saville.
“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,” says Marco Gobbetti.
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