Translated by
Nicola Mira
Jul 15, 2021
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Salvatore Ferragamo succumbs to logomania

Translated by
Nicola Mira
Jul 15, 2021

Salvatore Ferragamo, like many other labels, has created a monogram logo. The Italian luxury label, on the eve of major changes (it will welcome Burberry boss Bruno Gobbetti as its CEO at the end of 2021), has decided to embody its brand name in the two initials of founder Salvatore Ferragamo, a capital S and F, elegantly drawn at a slight slant that gives them a vintage feel.

The new Salvatore Ferragamo monogram - Salvatore Ferragamo

It isn’t the first time that Salvatore Ferragamo has sought to find a logo: in 2019, it introduced the Gancini monogram, 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.

The idea now is, as the label explained in a press release, to “pay tribute to our founder Salvatore Ferragamo, to his creative innovation and avant-garde vision.”

The new logo is premièring with the Fall 2021 men's pre-collection, especially the new SF Logo line, with accessories like belts, sneakers, moccasins, wallets, card holders and bags, all made in recycled materials with low environmental impact.

The line includes 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), stitched with recycled thread and fastened with a zip 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 lensed and 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.

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