The history of Gucci logos A brand's journey in three acts

What is surprising in the history of a brand like Gucci is not so much the incredible commercial and cultural relevance it has and has had, but rather its ability to define and popularize in Italy and abroad the concept of luxury translating it for every era. In each of the key decades of the 1900s since its foundation, Gucci has been synonymous with luxury with an almost uninterrupted continuity.  To succeed in this, the essential thing was not to fossilize into a single language, to change together with one's own times – and thus to change one's identity. Of this identity, the logo that represents the Maison is perhaps the most definitive synthesis and, wanting to trace its evolution throughout the entire history of the brand, it could be read as a three-act story that begins in 1921, in Florence, and continues to this day, on billboards, in boutiques and on catwalks all over the world. 

The Origins (1921-1955)

Over time, the monogram of the "double G" became increasingly famous and was re-proposed in an infinite number of different forms and versions. Finally, in the early 1990s, the "double G" became part of the official logo of the brand that remained the same until the arrival of Tom Ford at the helm of the Maison, who introduced a version with only the most tapered and spaced letters and characters. At the time the logo was printed on a black label, but only with the arrival of Alessandro Michele in 2015 the label expanded and turned white. The latest innovation introduced by Michele in 2019 is a new version of the "double G" with the two overlapping and right-oriented characters - unlike the original monogram, this is the first to also appear as a corporate brand.