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10.05.2016 - Elodie Daspersgruber

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HOOKED

GIVING A VISUAL REPRESENTATION OF YOUR BRAND IS CRUCIAL AND SO SALVATORE FERRAGAMO ADDED THAT LITTLE DETAIL TO ITS LOGOTYPE, THAT IS NOW RECOGNISABLE IN THE WORLD.

Gancio represents a metal hook in Italian, and is also known under the name of Gancino inside the Ferragamo family. The Gancino icon first appeared in 1970 when Fiamma Ferragamo, the eldest of Salvatore and Wanda’s six children, designed a bag dedicated to her mother, whom she shared her designing passion with, and added that metal hook as a closure. Short after, that rounded detail has been used over and over until its rise in the 80’s. The inspiration behind this hook stays a mystery. Salvatore Ferragamo himself designed an almost identical adornment, as we have seen in a photograph from the German press dated from 1958. This elegant and sophisticated rounded detail along with its handwritten signature has been used increasingly over the years on leather goods such as purses, wallets, belts and shoes as well as on jewellery and eyewear. It is also believed that the inspiration came from the wrought-iron gate to Palazzo Spini Feroni, which happened to be the building that has housed the Ferragamo business in Florence since 1938. With an established brand-recognition throughout the years, this captivating element is without a doubt the fastest way to identify the brand.

Photo:

© Salvatore Ferragamo

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