ON WITH THE NEW: Ahead of the disclosing of the spring collection by newly appointed creative director Maximilian Davis, the Salvatore Ferragamo company is introducing a recent logo and dropping the founder’s first name.

The Florence-based luxury company commissioned British art director and graphic designer Peter Saville to create a recent logo where the founder’s handwriting is translated right into a serif font.

“History is an immense treasure for a house that owns it,” said chief executive officer and general manager Marco Gobbetti. “The brand new Ferragamo logotype accommodates and expands each history and the now. Removed from being only a logo, it’s a program, which is able to frame and direct the brand new chapter that’s about to be written.”  

Gobbetti has worked with Saville before, when he was CEO of Burberry. Saville created a recent logo for the British brand in 2018, under the creative lead of Riccardo Tisci. Saville is not any stranger to the style world as in 2017, he revamped the Calvin Klein logo with Raf Simons. He has also worked with Jil Sander and Yohji Yamamoto.

“The equity of Florence is within the culture of the corporate: that led me to the alternative of a classic font,” said Saville, explaining that it recalls the stone inscriptions that inspired Renaissance artists. “The vision is exacting and modern. Thereafter, the font is reduced and becomes modernist. Then there’s the craft that’s quintessentially Ferragamo, which is condensed in the thought of an inscription set in stone. Inside this tension lies the brand new logotype and the complex balance it expresses.” 

Davis’ first designs for Ferragamo will bow in Milan on Saturday. The designer was appointed in March. Born in Manchester and a graduate of London College of Fashion, Davis founded his eponymous brand Maximilian in 2020, which he’s putting on hold to be fully dedicated to Ferragamo.

The Trinidadian British designer was shortlisted as one among the 20 semifinalists for this 12 months’s LVMH Prize for Young Designers, but withdrew from the competition in light of this appointment. He succeeds Paul Andrew, who exited the brand in May last 12 months.

Other brands, from Ermenegildo Zegna to Yves Saint Laurent, have also shed the primary name from their logos.