This is Gucci Demna's 'La Familia' campaign. The campaign binds various individuals together as a family and explains their personas through their wardrobes, with this knight's coat of arms placed at the starting point. The logo prominently displayed is not a double G, but an emblem that resembles a coat of arms. The key image is a knight in armor standing facing forward inside a shield, holding a suitcase in one hand.
This logo draws upon a lineage known as the Gucci Crest. According to records, this symbol was registered in Italy in 1955 as the coat of arms of the founding family. The image of a knight and a suitcase within the shield compartment encapsulates in a single scene the brand's origins in a leather workshop and a culture of travel.
Some records explain that the rose and key motif are placed together at the top of the shield, symbolizing sophistication and entrepreneurship, respectively. It is also noted that the items carried by the knight have repeatedly consisted of a combination of a travel bag and a suitcase, rather than a simple trunk. Ultimately, this logo becomes a complex code that speaks to both craftsmanship and the practicality of travel, rather than confining Gucci solely to being a symbol of aristocratic taste.
The reason this article logo regains strength in Demna's La Familia is clear. While the Double G occupies the surface as a pattern, the crest speaks of the brand's origins through a narrative. The family setting is completed not by blood ties, but by the sharing of codes. While speaking of a new era, Gucci does not erase its origins; instead, it stands the symbol of those origins front and center to begin the sentence of the next chapter.
