There are more than a hundred Falabella stores in the world. They are located in Latin America and offer a wide range of products, including cosmetics, jewelry, furniture, appliances, shoes, and clothing. These are the flagship department stores of the Chilean company S.A.C.I. Falabella also owns many hypermarkets, supermarkets, insurance agencies, and banks under various brands.
Meaning and History
What is Falabella?
Falabella is the oldest chain of department stores in Chile and throughout the South American continent. It is part of the conglomerate of the same name, which provides a wide range of services in insurance, banking, real estate, and retail.
Falabella was a one-stop tailor shop before becoming the largest South American department store chain. It employed Salvatore Falabella, who came to Chile from Italy and founded his business in 1889. In the second half of the 1930s. Alberto Solari joined the tailor, under whose leadership the atelier began to sell clothes and household goods. By 1958, he had turned Falabella into Chile’s first department store.
Then the network of stores began to expand and go international. Its current distribution area covers Chile, Peru, and Colombia, the three countries where all of Falabella’s department stores are located. They are well aware of its logo, which contains a light green inscription with a dot at the end. Changes to the wordmark took place gradually: designers experimented with fonts and palettes until they came up with a visually appealing option. It was accepted in 2007.
The rebranding carried out in 2021 affected only the web platform and application: the company decided to combine all its digital platforms and created a new orange logo for them. At the same time, the identity of the retail stores themselves has not changed: the Falabella brand, which is not related to e-commerce, continues to use the green wordmark.
1889 – 1952
In 1889, the Sastrería Hermanos Falabella sewing workshop was opened, which later became the basis for a department store. Its logo contained a black inscription divided into two lines, centered. At the top was the word “Sastrería” – “studio” in Spanish. It was decorated with a script imitating calligraphic handwriting. All letters, except the first, were lowercase and connected to each other. Only the capital “S” stood alone.
The second line contained “FALABELLA” and “HNOS” in upper case. It is noteworthy that the letters “NOS” were reduced, slightly raised, and underlined with a short horizontal line. For this part of the inscription, an antiqua with rectangular serifs was used. Of modern fonts, Hanch Regular by Roger White, Non-Solus Medium by K-Type, Battlefin Regular by Kostic Type Foundry, and Prumo Text Medium by DSType are roughly similar to it.
1952 – 1967
In 1952, the clothing store was renamed Falabella, leaving only one black word on its official logo. The designers opted for handwritten typography that looked stylish and neat. They retained a slight tilt to the right but changed the style of the letters, thickening all the main lines. The junctions between the symbols protruded slightly, making them look like short spikes. This word sign became the main one in 1952, although it appeared much earlier.
1967 – 1992
When the company got tired of using the elegant logo, it changed the calligraphic font to a script that mimics sloppy handwriting. The word was illegible due to disproportionately wide lines and small intra-letter gaps. Black has been replaced by dark green.
1992 – 2001
In the early 1990s, the wordmark is black again. All letters, including the first “f,” were lowercase. At the same time, a high-contrast geometric font with long thin serifs at the tops of the “l” and “b” was used for the inscription. The ends of the “f” were decorated with protruding teardrop-shaped dots. The closest analogs of this serif are Ingeborg Heavy Italic by Typejockeys, released in 2011, and Century Modern FS Bold Condensed Italic by FontSite Inc., which was released in 2010.
2001 – 2002
With the advent of the 21st century, the Falabella chain of stores has acquired a new logo similar to the previous one. The designers slightly increased the slant of the letters to the right side, removed the serifs, and changed the “f” to form a long curving line. Because of the pointed ends, the “f” resembled a sword or dagger with a large handle.
2002 – 2007
In 2002, the company began using a wordmark with a modern font. Smooth elegance has disappeared from its name: if earlier the lower ends of the strokes were directed upwards, then in the new version, they turned out to be chopped off. With the same goal, the designers made all the lines approximately the same thickness and smoothed out the opposite edges of the “f.” A large round dot appeared at the end of the inscription. The classic black color has been changed to green – not the same as in 1967, but a little lighter. The only thing that remains unchanged is the slope of the letters to the right.
2007 – today
The modern version of the logo was developed in 2007. The color scheme is different from the previous one: the designers gave the green a yellow tint to make the brand name brighter.
Since the Falabella logo is used primarily as a store sign, it contains the brand name. The only unusual detail is the dot at the end of the word. It was added not to follow the grammar rules but to show that the chain’s department stores have everything you need. In the context of the emblem, the punctuation mark represents completeness, stability, the absolute.
Font and Colors of the Emblem
The font used in the logo is roughly similar to Grenale #2 Cond Demi Italic by Insigne Design. But it appeared in 2014, that is, much later than the symbol of the retail company. The brand name is written in elegant slanted sans-serif letters. Some lines are cut and rounded. The diagonally stretched “f” looks the most unusual. Despite its initial position, it is lowercase like all other characters.
Green is Falabella’s signature color. The modern version has a warm yellow tint (#c3d200). The chain of stores uses green to demonstrate its environmentally conscious production and sale of goods. It is also the color of calmness, trust, harmony, and renewal.