Salvatore Ferragamo Presents Its New SF Logo
The challenge that the Italian firm faced when creating its new logo went beyond creating a symbol of passion, creative innovation and the pioneering vision that has characterized it for more than ninety years, the real challenge, in itself, was endow the icon with a touch of familiarity: a classic and timeless essence. That's what happens with the new SF Logo line, which makes its debut with the Pre-Fall 2021 collection for men; the design encompasses several categories that adapt to the times without fear, while protecting its unmistakable spirit, and an approach directed to low environmental impact.
The SF icon interweaves the two initials in a logo that honors the fashion house and pays tribute to its legendary founder: Salvatore Ferragamo. Which is reflected in various forms and in three of the footwear models: the moccasin, the driver and the sneaker.
Among the shapes, we find that the small logo is included with a natural and effortless aesthetic on the side buckle (on the band of the upper part of the shoe), as well as a central decorative icon within a metal frame and with the two initials varnished to match the color of the leather or decorated with sophisticated rhinestones. The sneaker has a side buckle logo in metallic effect resin or a maxi logo printed in contrast color.
Additionally, the logo is featured as a bold rubberized version on wallets and card holders from the Small Leather Goods range. The belts come in two styles, with a buckle with the SF logo and a metal frame or with the initials SF inside the iconic Ferragamo Gancini hook.
ECONYL nylon accessories (a fiber that has been completely regenerated from fishing nets and other nylon waste), with the SF logo emphasize an enriched sense of environmental awareness that invites creatives and consumers alike to bet on a sustainable design, one that invites an optimistic future. Without a doubt, the firm embarks on an adventure based on the philosophy of sustainability encapsulated and present in ready-to-wear.
SF Logo is part of a digital campaign filmed at the Galleria Memphis Post Design in Milan. Art and fashion, as we have seen countless times, are one and the same. Ferragamo's new design frames and celebrates the connection to this unique world, providing the gallery with an exceptional space for the brand's accessories to be placed side by side in unexpected ways with furniture and objects from the movement led by Ettore Sottsass, the renowned Italian architect and designer.
While it's important to defend your own style, Ferragamo's message for this Pre-Fall is simple: don't take yourself too seriously. The idea is clearly conveyed through a series of images that show contemporary men wearing the SF line in settings in which their own interests stand out under a modernist lens that rescues patterns and objects (such as an old television and a striped vase ) and vintage graphic design.
