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Salvatore Ferragamo has changed the wordmark. With the appointment of Maximilian Davis as creative director, we unveiled a simplified logo. I made a black serif typeface without 'Salvatore'. British art director and graphic designer Peter Saville has created a new wordmark. Cheville chose a classic font resembling the letters left on stone by Renaissance artists to express the company's Florentine roots.
Brands that have relied on the founder's personal history and identity are dropping the founder's name to expand into a wider area. Several fashion brands, from Saint Laurent to Margiela, have dropped their founders' names. It seems to have had an impact on the brand itself as it has become more powerful to name a creative director who has been with them for a certain period of time rather than describing a 'person'. The word mark of a fashion brand was similar to a sans serif typeface, which gave it a boring feel, but it is nice to use a classic typeface.
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