Ermenegildo Zegna is a renowned manufacturer of clothing, footwear, and perfumes for men. It appeared in 1910 in the city of Trivero (Piedmont, Italy). Ermenegildo Zegna was founded, after which it was named. Currently, it is a large fashion house run by the fourth generation of the Zegna dynasty.
Meaning and History
The company never changed its corporate label. It was immediately executed in a laconic style and consisted of a name. The letters in it are perfectly even, with serifs located close to each other. The first characters in words are written in upper case; the rest are in lower case.
Legs “l” and “d” coincide in length and are complemented by short strokes, which are turned to the left at the top and to the right at the bottom. The capital letters (“E” and “Z”) are larger than usual, and the curvature of the stem of “a” is much longer and gracefully directed upwards. Also, the “g” has a miniature “tail” on the head.
One of the logo variants is decorated with the phrase “An enduring passion for fabric and innovation since 1910”. The designers placed it under the first word, delimiting it with the letter “g.” At first, the label’s main colors were black and white. Red began to be used a little later.
Font and Colors of the Emblem
Having appeared in a text version, the logo almost immediately received a graphic icon. Thus, the fashion house effectively-identified itself, distinguishing itself from the environment, because Italy is the birthplace of great trends. The emblem uses the phrase “Ermenegildo Zegna” in a retro spelling. A curved line with a dot at the end and a large loop “g,” a curly “r,” an elongated tail “a” clearly speak of this. Also, “l” is made an identical copy of “i” and leg “d.” The top and bottom serifs are rotated so elegantly in different directions that it immediately becomes clear: this is the logo of a brand associated with fashion.
The graphic symbol is a round label with a black border. A “Z” is visible on a white background among three diagonal stripes – the first letter from the word “Zegna.” Since negative space is very important here, the icon is used against a contrasting background (usually white) and is complemented by text in two lines.
The custom typeface was designed by Alias studio, which included two renowned graphic designers – Gareth Hague and David James. They proposed a retro-style lettering logo with small, delicate elements as a symbol of visual identity. The letters are streamlined, rounded, except for the “E” and “Z,” as they are made angular. The color scheme of the logo is monochrome and consists of a combination of black and white.