Peter Saville updates Ferragamo brand identity with custom typeface
British graphic designer Peter Saville has created an updated brand identity for Italian fashion house Ferragamo, transforming its handwritten logo into a custom serif typeface that references stone inscriptions.
The fashion house revealed its new name and logo by means of an Instagram post that was captioned "Salvatore Ferragamo becomes FERRAGAMO."
The updated single-word logotype, which was designed by famed British graphic designer and art director Saville, was presented against a deep red background.
Savilled created the custom typeface for Ferragamo by translating its former handwritten logo into a serif font.
"[Peter Saville] conceived a modernist take on a classic font, recalling the classical stone inscriptions that inspired Renaissance artists," said Ferragamo. "The founder's handwriting is translated into a serif font that is impactful, refined, affirmative as evidence, in taut tension between classicism and modernity."
View this post on Instagram
A post shared by FERRAGAMO (@ferragamo)
The updated brand identity was revealed on Instagram
Saville also drew on the history of Ferragamo, which was founded in Florence, when designing the logo.
"The equity of Florence is in the culture of the company: that led me to the choice of a classic font," said Saville of his design. "The vision is exacting and modern. Thereafter, the font is reduced and becomes modernist."
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