In 1921 Guccio Gucci founded the company of the same name in Florence for the production of leather goods, gloves and luggage. In 1923 the first logo of the fashion house carried only the name of the founder in the calligraphic font, probably derived from his signature. In 1929, the logo also carried the initial episode of the founder’s name.

After working as a lift at a very young age at the Savoy Hotel in London and learning about the English style, horses and horse riding (ie stirrups, clamps, saddles, bridles and finishes) have been an integral part of Gucci’s heritage. From his work experience abroad in 1934, the logo of the delivery man was introduced with a suitcase and a travel bag; in the Thirties many of the Italian customers were aristocrats with the hobby of horse racing and their requests for riding clothing led Gucci to develop its exclusive icons: the miniature of the horse bit, consisting of a double ring joined by a finger, and the green-red-green woven ribbon that takes up the traditional saddle girth.

In 1955 the pre-existing logo was replaced by a knight in armor, again with a suitcase and a travel bag, integrated into the heraldic coat of arms in a game of reinterpretations in which the Florentine Middle Ages, a reference to the alleged descent of saddlers of the Renaissance nobility, joins with worldly contemporaneity; in the shield, above the knight, a rose and a rudder are depicted to respectively symbolize the refinement and entrepreneurship of the family. In this period, the first Gucci store in the United States was opened, on 58th street in New York and from that moment there was the beginning of the American expansion that enshrined its international success; Gucci products quickly establish themselves for their exclusive design and win the hearts of movie stars, known for their elegance in the world of the jet set. In 1958, next to the symbol of the armigero, the logo in stick font was added; the large spacing between the characters is a distinctive feature of the composition. In 1960 Aldo Gucci, one of Guccio’s three sons, designed the symbol with the two crossed “Gs”, a clear reference to the founder’s initials; this graphic sign, which has not yet become the company’s logo, is proposed in different shapes: merged in a circle, opposed, inverted and in abstract form.

In 1971 the logotype will be composed with a graceful character while only in 1992 will the double “G” symbol officially appear in the company logo, until then used only as a designer label on bags, shoes and belts.

Starting from 1998 the official communication will be entrusted only to the logotype composed with the font “Granjon LT Regular”, serif and very spaced; it is with this logo that the company presents itself in the world as a distinctive expression of “made in Italy”. In 2019 the new Gucci monogram embellishes accessories such as jewels and bags; presents the two G overlapping and both facing right.