Fashion

Salvatore Ferragamo Has a New Logo, And We're Just Happy It's Not Sans Serif

The SF logo isn't just for show either.
IMAGE SALVATORE FERRAGAMO
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At this moment, fashion houses all seem to be in agreement when it comes to logos. If you look around, you'll notice that almost every single luxury label has gone to the sans serif side. (Burberry, Balenciaga, and Balmain are just a few that come to mind.) So, imagine our surprise when Salvatore Ferragamo decided to introduce its new logo, which is amazingly unlike any other brand's logo.

Photo by SALVATORE FERRAGAMO.

The new logo features two reproduced initials—S and F, what else?—that, according to Ferragamo, represents the "essence of the fashion house" while "paying tribute to its founder." The Italian luxury goods company has been slowly revamping its branding, starting with a new Gancini monogram in 2019. 

Ferragamo's logo isn't just for show either. The logo will be done in nylon regenerated from fishing nets and other nylon waste and sewn with recycled thread. To top it all off, the logo will be finished with a zip tape made with regenerated polyester yarn made from recycled plastic bottles.

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Photo by SALVATORE FERRAGAMO.

A new campaign featuring the SF logo line, shot in the Galleria Memphis Post Design of Milan, gives us a better look at the motif in action. 

Photo by SALVATORE FERRAGAMO.

More good news? The SF logo is already on its way via the pre-fall 2021 collection. The motif will appear on Ferragamo's classic offerings including shoes such as the brand's loafer, driver, and sneaker. As for leather goods, you can expect the SF logo on small and large leather goods, as well as belts.

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Paolo Chua
Paolo Chua is the Associate Style Editor of Esquire Philippines.
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