Ahead of the unveiling of the spring collection by newly appointed creative director Maximilian Davis, the Salvatore Ferragamo company is introducing a new logo and dropping the founder’s first name.
, when he was CEO of Burberry. Saville created a new logo for the British brand in 2018, under the creative lead of Riccardo Tisci. Saville is no stranger to the fashion world as in 2017, he revamped the Calvin Klein logo with Raf Simons. He has also worked with Jil Sander and Yohji Yamamoto.
“The equity of Florence is in the culture of the company: that led me to the choice of a classic font,” said Saville, explaining that it recalls the stone inscriptions that inspired Renaissance artists. “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.
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