The House of Gucci, commonly referred as Gucci, was established in 1921. However, it wasn’t until 1933 that Gucci started using the now iconic and well-known logo. The “facing double-G” Gucci logo was designed by Aldo Gucci, one of the three sons of founder Guccio Gucci. As one can imagine, the interlocked double-G design of Gucci emblem represents initials of Guccio Gucci.
Gucci logo is easily among the most respected and established brands in the luxury domain. The Italian luxury brand of fashion and leather goods is already 97 years old but shows no signs of slowing down.
|Guccio Gucci SpA Information|
|Logo creator||Aldo Gucci|
Guccio’s humble beginnings
Guccio hailed from Florence, Italy but worked in Paris and London as an immigrant in various hotels. Legend has it that it was around this time the young Guccio became so impressed with the guests’ elegant and high-quality luggage that he decided to take a stab at making such things under his name. In retrospect, spotting the impressive designs wasn’t accidental to Gucci whose father was a leather craftsman.
So Gucci’s entrepreneurial journey started at the age of 39 years when he returned to Florence and opened a small shop selling fine leather goods with classic styling. He employed skilled artesian craftsmen and stocked his store with goods made in Italy as well as imported from abroad. From his days spent at hotels in France and the UK, he had developed a deep understanding of what might be popular with wealthy tourists. Pretty soon, his store developed a formidable reputation on the basis of excellent craftsmanship and high style quotient.
Aldo Gucci designed the Gucci logo
As the business expanded, it soon transformed from a one-man show to a family business with Guccio’s sons Aldo, Vasco and Rudolfo joining in. In 1933, Aldo joined the business which was continuing without a logo so far. However, he soon changed it by introducing the double-G logo. The G’s in Gucci emblem were taken from Guccio Gucci’s initials and the interlocked pattern represented the design element of endlessness.
Over the years, the Gucci emblem has become synonymous with luxury, finesse and quality and has been widely used across a number of products.
Expansion and family feud
In the subsequent years, Guccio opened Gucci stores in Milan and Rome but always resisted overseas expansion. He actively resisted Aldo’s attempts to open a store in the US, although the son managed to start one in Manhattan, New York City in 1953, just weeks before the elder Gucci passed away.
Following the death of Guccio, Aldo became the de facto head of the company with his brothers Vasco and Rudolfo playing important roles in production and designing. The three brothers equally owned the company.
From 50’s to early 80’s, Aldo steered the company towards further expansion in foreign markets and introduced new product lines such as shoes, watches, perfume and even lower-priced canvas products. This brand’s shedding of its exclusivity became one of the most contentious issues when the third generation of the family became shareholders.
No Gucci at helm but a stunning recovery
In 1984, Aldo was evicted from the management control of the company as his son Paolo sided with Maurizio – the son and legal heir of deceased Rodolfo Gucci.
The subsequent infighting and financial recklessness resulted in negative net worth for the luxury brand in 1991. The deteriorating situation was enough to force Rodolfo to sell his 50% equity in the company in 1993 to external investor Investcorp – Bahrain’s private equity firm. Other family members had already sold their shares to Investcorp and the latest transaction meant there was no Gucci left at the helm of the storied luxury brand.
As the brand was firmly rooted in the minds of buyers, it didn’t take long for the newly-installed professional management to restore sales and profits. It posted EUR6 billion in 2017 and is the biggest-selling Italian brand in the world.
Quite ironically, the company behind the Gucci emblem has no Gucci as owner. Currently, Gucci is part of French luxury group Kering Group which also includes Yves Saint Laurent, Balenciaga, Alexander McQueen, Bottega Veneta, Boucheron and Brioni, Pomellato.