Italian Trademark Museum
 
 
 

The Benetton logo

 
Luciano Benetton
Benetton
Benetton - Automezzo
Benetton - Pagina pubblicitaria
Benetton - Pagina pubblicitaria 1971
Benetton
Benetton
Benetton - Insegna punto vendita
Benetton - Manifesto
Benetton
Benetton - Manifesto
Benetton - Polo
Benetton
Benetton - Tavola manuale identità visiva
Benetton - Manifesto
Benetton
Benetton - Carattere
Benetton - Manuale immagine coordinata
Benetton - Spilla

The history of Benetton's logo

Benetton's remarkable success story starts way back in 1965 at Castrette in the Province of Treviso. The firm gradually began gaining larger and larger shares of the market in the knitwear sector thanks to its highly original ideas and strategies. Instead of using coloured yarn, for instance, plain wool was employed and the finished knit-wear items were then dyed according to fashion trends, thus permitting to quickly replenish retail outlet assortments. The first trade-mark was designed by Franco Giacometti in 1971. It was a clever rendition of the texture of a special fabric called "folpetto" or "polipetto" ("octopussy") for the local dialect, with original lettering. The trade-mark for the children's apparel line, "012", came out in 1972. In the initial publicity campaigns the product was still the image front-liner. But new ideas were already afoot. Racial integration was the first theme focused on. The fashion photographer Oliviero Toscani began consistently employing models of different nationality in motley colour combinations to advertise brand items. The famous slogan "tutti i colori del mondo" ("all the colours of the world") that was to become the campaign headline of the nineties first appeared in 1989. The slogan was subsequently to evolve into the "United Colours of Benettton" brand. The brand's trade-mark was designed by Bruno Sutter, art director of the Eldorado agency that till then had been in charge of designing the firm's catalogues. In a slight restyling by Massimo Vignelli in 1996 the wording was moved from the centre of the green rectangle to a banner in the top left hand corner. In an progressively more challenging market Benetton focused on the re-thinking of the visual identity; in 2011 the agency Pentagram will be appointed. The core of the new identity is always the familiar green label with the sole typographical restyling of the "Benetton Sans" drawing inspiration from "Gill Sans", font chosen in the eighties. Pentagram also suggested the company to go for a revival of the classic "stitch", fairly recognised symbol even though it lost importance since the early nineties.