Ermenegildo Zegna premieres branding and changes the logo after 110 years

The fashion brand Ermenegildo Zegna has launched a rebranding a few weeks after its IPO. The news? The name of the founder disappears and only the surname, Zegna, remains. While in the graphic section, the logo updates its font, also with a serif, with marked auctions that maintains that retro link.

For example, take a look at the 'Z', whose upper arm now equals the length of the lower arm. A modification that we also perceive in the 'E'.

Another novelty is found in the upper part of the logo. Now, the Zegna wordmark is sometimes crowned by a band in the characteristic vicuña color of the Piedmont brand crossed by a black line in the center.

This band replaces the previous Zegna symbol, formed by a ‘Z? in monochrome. Why that change? we tell you.

Is Zegna a turning point in the branding trend in fashion brands?

If we look at what has happened in recent months/years, we have been able to see how many fashion brands have opted for simplification. The list is extensive and ranges from Burberry, Balmain, Saint Laurent, Calvin Klein, Berluti, Chloé, Hermés, among many others.

In these changes of identity, most of the brands have lost their serif features in a commitment to sans-serif typefaces, which has led to the generation of a wide debate around the concept of blanding —due to that standardization or similarity of traits between different brands.

Seeing now the rebranding and the new Zegna logo, we ask ourselves, is there a change in the trend? The truth is that the Italian brand has decided to follow its own course. And although the logo has undergone a readjustment to improve the legibility and balance of the font, the brand has preferred to keep the serif features that are a symbol of that link with its past. What will happen in the new fashion rebrandings? We will be attentive to the next movements.