The history of the house starts back in 1972 when Gianni Versace decides to depart from Calabria to go to Milan and work as a free lance designer initially making up a collection for a clothing firm called "Florentine Flowers". Versace's ready-made apparel was an instant success so the designer decided to stay on in Milan and the following year began collaborating with Callaghan, Complice, and Genny. The idea of creating a "Gianni Versace" label was soon in the air and in 1978 the designer presented his first collection under his own name. He next opened a boutique which started the ball rolling and business constantly growing over the following years. His multifarious activities in this busy and expanding period included fashion shows, design and tailoring of the costumes for the "Scala Theatre" ballet in Milan, courses run for fashion students in London, and art exhibitions of his works and designs, all of which brought in fame, fashion awards, and accolades from the highest quarters. His first logotype was designed in 1980 with "Avant Garde light" lettering used as a base and elaborating on several letters such as the "G" and "c". It was refined and personal, even though compacting was a drawback for the legibility of several letters. In 1990 the trade-mark was changed and the far more incisive and characteristic "Radiant medium" lettering was adopted. The figure of the stylised Medusa enclosed by a circle with Greek bordering as if to underscore the Classical style of the master designer's high-class fashion-wear was only used in special contexts. After the premature demise of the house's founder in 1997 only his family name was used and his signature appeared in brand-label called "Versus".