{"id":360622,"date":"2021-11-19T14:49:34","date_gmt":"2021-11-19T19:49:34","guid":{"rendered":"https:\/\/www.1stdibs.com\/blogs\/the-study\/?p=360622"},"modified":"2024-07-03T12:03:55","modified_gmt":"2024-07-03T16:03:55","slug":"gucci-logos","status":"publish","type":"post","link":"https:\/\/www.1stdibs.com\/blogs\/the-study\/gucci-logos\/","title":{"rendered":"‘House of Gucci’ Prompted Us to Unlock the Mysteries behind the Brand’s Famous Monogram and Stripes"},"content":{"rendered":"\n
\"Lady<\/a>
Lady Gaga as Patrizia Reggiani in House of Gucci<\/em>. Photo by Fabio Lovino \/ \u00a9 MGM \/ courtesy Everett Collection<\/figcaption><\/figure>\n\n\n\n

\u201cIt was a name that sounded so sweet, so seductive,\u201d says Lady Gaga as Patrizia Regianni, the murderous ex-wife of Maurizio Gucci, in the new film House of Gucci<\/em> \u2014 referring, of course, to her husband\u2019s firm. \u201cWho wouldn\u2019t kill for that?\u201d<\/p>\n\n\n\n

She would, and she did. That is the story told in Ridley Scott\u2019s sprawling drama of family mayhem. But how, we ask, did Gucci<\/a> become a name worth killing for? After all, just over a century ago, Guccio Gucci was simply a guy with a dream. More to the point, though, he was a savvy guy with a dream.<\/p>\n\n\n\n

When he opened his first leather goods store, in Florence in 1921, Gucci applied to his new business the insight into the rich and famous he had gained while working as a porter at London\u2019s elite Savoy hotel. Seeking to capture the hearts and lira of wealthy travelers, he spoke to them in a visual language he knew would appeal: that of a moneyed equestrian. Thus were born the codes of the house of Gucci.<\/p>\n\n\n\n

To those who care (and even to many who don\u2019t), the Gucci symbols are recognizable at a glance. They have become the foundation of the brand, indicators of status and style<\/a> that have nurtured the mythos of that \u201csweet and seductive\u201d name. Although we can\u2019t say that Patrizia would have played nice if there had never been a Gucci loafer to enhance the mystique, we can certainly wonder.<\/p>\n\n\n\n

Below, we explore the origins of the codes of Gucci.<\/p>\n\n\n\n

\n\n\n\n

GG Logo<\/strong><\/h2>\n\n\n
\n
\"Gucci<\/a>
Gucci Dollar calfskin interlocking GG wallet on chain bag, 21st century<\/a><\/figcaption><\/figure><\/div>\n\n\n

Consider the GG logo<\/a> an expression of filial pride. When Aldo Gucci joined his father\u2019s business, in the 1930s, it had no easily identifiable logo<\/a>. So, he set about designing one. Unveiled in 1933, his creation is composed of two interlocking capital Gs, his father’s initials, one of them upside down.<\/p>\n\n\n\n

Some interpret the design as a variation on double loops of the infinity symbol, while others see in it the simple geometry of Bauhaus, the design movement that prevailed at the time. The function of the logo was also \u201clikely to distinguish and elevate the new materials (like canvas and canapa) that they used due to leather shortages,\u201d says Maureen Leto Brewster, a PhD candidate at University of Georgia.<\/p>\n\n\n\n

\n\n\n\n

Gucci Diamante and the GG Canvas<\/strong><\/h2>\n\n\n
\n
\"Gucci<\/a>
Gucci Ophidia medium chain shoulder bag in GG coated canvas, 21st century<\/a><\/figcaption><\/figure><\/div>\n\n\n

In the 1930s, embargoes against Mussolini\u2019s Italy caused shortages of all kinds. For Gucci, this meant a scarcity of leather. Survival demanded creativity, so the brand innovated, using canapa, a specially woven hemp that was strong enough to use for luggage.<\/p>\n\n\n\n

To make the fabric Gucci, it was produced with a pattern of small interconnected diamonds outlined in brown against a tan background, known as Gucci diamante<\/a>. In the 1960s<\/a>, this design was printed on canvas with the GG logo added, resulting in the iconic GG canvas still used today.<\/p>\n\n\n\n

\n\n\n\n

House Web Stripes<\/strong><\/h2>\n\n\n\n
\"Gucci<\/a>
Gucci Ace<\/a> white leather and canvas embroidered sneakers, 2010s<\/a><\/figcaption><\/figure>\n\n\n\n

The red-and-green Web stripe<\/a> was introduced in 1951, after Gucci opened its first store in Milan. The form has an equestrian inspiration, recalling the girth straps used to secure a horse’s saddle.<\/p>\n\n\n\n

The colors are said to have been chosen to reflect either the colors of Italy or the green of the English countryside and the red of British fox-hunting jackets. By now, though, they\u2019re just the colors of Gucci. <\/p>\n\n\n\n

\n\n\n\n

Horsebit Hardware<\/strong><\/h2>\n\n\n
\n
\"Gucci<\/a>
Gucci black leather Horsebit 1955 bag, new<\/a><\/figcaption><\/figure><\/div>\n\n\n

Another reference to the brand\u2019s equestrian history, the double-ring-and-bar Horsebit<\/a> has become synonymous with Gucci. Since its debut, on the loafer, the now iconic symbol has appeared on every imaginable accessory, adopted and adapted by the firm\u2019s creative directors.<\/p>\n\n\n\n

Tom Ford<\/a>, for instance, reimagined it as a sexy low-slung belt, worn by Madonna when accepting an MTV video music award in 1995. Frida Giannini<\/a> used it in jewelry and chain purses. And Alessandro Michele<\/a>, in the new Beloved line celebrating cherished designs of the past, recently brought back the Horsebit 1955<\/a> shoulder bag.<\/p>\n\n\n\n

\n\n\n\n

Flora Print<\/strong><\/h2>\n\n\n\n
\"Gucci<\/a>
Gucci Vittorio Accornero Flora silk scarf, 1970s<\/a><\/figcaption><\/figure>\n\n\n\n

The Flora<\/a> print owes its creation to Princess Grace of Monaco. In 1966, she popped by the Milan store to purchase a Gucci bag<\/a>, and Rodolfo Gucci decided to show his appreciation of her patronage with a gift to go with her purchase.<\/p>\n\n\n\n

So, he asked illustrator Vittorio Accornero<\/a> to design a silk scarf fit for royalty. The resulting floral pattern, using 37 colors, was resplendent with daffodils, poppies, butterflies, dragonflies and beetles. <\/p>\n\n\n\n

\n\n\n\n

The Bamboo Bag<\/strong><\/h2>\n\n\n
\n
\"Gucci<\/a>
Gucci burgundy alligator-leather bamboo top-handle bag, 2019<\/a><\/figcaption><\/figure><\/div>\n\n\n

In the aftermath of World War II, Gucci found a solution for problematic leather shortages: bamboo from Japan. The reed was easily available and could be formed into clever little horseshoe-shaped handles. It took 13 hours to make one Bamboo bag<\/a>. But the slow process paid off.<\/p>\n\n\n\n

The purse, which launched in 1947, became Gucci\u2019s first \u201cIt\u201d bag, seen on the arm of such stars as Elizabeth Taylor and Grace Kelly \u2014 not to mention Vanessa Redgrave, in Michelangelo Antonioni\u2019s Blow-Up<\/em>. <\/p>\n\n\n\n

\n\n\n\n

Loafers<\/strong><\/h2>\n\n\n
\n
\"Gucci<\/a>
Gucci multicolor floral print Jordaan Horsebit loafers, 2010-<\/a><\/figcaption><\/figure><\/div>\n\n\n

According to legend, during a trip to the United States, Aldo Gucci noticed that a lot of men there wore loafers. It was 1953, and big money was to be made from Americans, especially Americans who sought a bit of that ineffable European sophistication. So, upon his return, Gucci instructed his craftspeople to get working on a loafer and, for a touch of equestrian appeal, to put a horse’s bit on it.<\/p>\n\n\n\n

This was Gucci\u2019s first use of the Horsebit as a decorative element. The loafers<\/a> became a hit among the world\u2019s most stylish men, including John F. Kennedy, Clark Gable and Cary Grant. The shoes are now in the collections of institutions like New York’s Metropolitan Museum of Art<\/a> and MoMA<\/a>.<\/p>\n\n\n\n

\n\n\n\n

Jackie Bag<\/strong><\/h2>\n\n\n
\n
\"Gucci<\/a>
Gucci navy and floral Jackie bag, 20th century<\/a><\/figcaption><\/figure><\/div>\n\n\n

This classic hobo was initially named the Fifties Constance. When, in the early 1960s, style icon Jacqueline Kennedy Onassis was seen sporting the bag, you can just imagine the discussion around the Gucci dinner table: \u201cConstance who<\/em>?\u201d It was quickly, officially (and wisely) rechristened the Jackie bag<\/a>. <\/p>\n\n\n\t

\n\t\t
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\n\t\t\t\t\"Gucci\t\t\t<\/div>\n\t\t\t
\n\t\t\t\t\n\t\t\t\t\t
\n\t\t\t\t\t\tShop Gucci on 1stDibs\t\t\t\t\t<\/div>\n\t\t\t\t\t
\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/a>\n\t\t\t\t\n\t\t\t\t\tView All<\/span>\n\t\t\t\t<\/a>\n\t\t\t<\/div>\n\t\t<\/div>\n\t<\/div>\n\n","protected":false},"excerpt":{"rendered":"

\u201cIt was a name that sounded so sweet, so seductive,\u201d says Lady Gaga as Patrizia Regianni, the murderous ex-wife of Maurizio Gucci, in the new film House of Gucci \u2014 referring, of course, to her husband\u2019s firm. \u201cWho wouldn\u2019t kill for that?\u201d She would, and she did. That is the story told in Ridley Scott\u2019s […]<\/p>\n","protected":false},"author":426,"featured_media":361075,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"apple_news_api_created_at":"2021-11-19T19:49:39Z","apple_news_api_id":"53048a9f-5d90-42b6-a3e9-92c07a544be0","apple_news_api_modified_at":"2024-07-03T16:04:02Z","apple_news_api_revision":"AAAAAAAAAAAAAAAAAAAACg==","apple_news_api_share_url":"https:\/\/apple.news\/AUwSKn12QQraj6ZLAelRL4A","apple_news_cover_media_provider":"image","apple_news_coverimage":0,"apple_news_coverimage_caption":"","apple_news_cover_video_id":0,"apple_news_cover_video_url":"","apple_news_cover_embedwebvideo_url":"","apple_news_is_hidden":"","apple_news_is_paid":"","apple_news_is_preview":"","apple_news_is_sponsored":"","apple_news_maturity_rating":"","apple_news_metadata":"\"\"","apple_news_pullquote":"","apple_news_pullquote_position":"","apple_news_slug":"","apple_news_sections":[],"apple_news_suppress_video_url":false,"apple_news_use_image_component":false,"footnotes":""},"categories":[15522063],"tags":[],"dibs-categories":[],"dibs-designs":[],"dibs-styles":[],"dibs-creators":[],"dibs-sellers":[],"class_list":["post-360622","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-fashion"],"acf":{"post_format":"article","subtitle":"From the trademark GG logo to the brand's iconic loafers, we delved into the stories behind the Italian fashion house's most beloved symbols and items.","show_date":true,"interstitial_banners":[{"acf_fc_layout":"collection","interstitial_banner_shortcode":"gucci","interstitial_banner_background_image":361177,"interstitial_banner_heading":"Shop Gucci on 1stDibs","interstitial_banner_subheading":"","interstitial_banner_button_text":"View All","interstitial_banner_button_url":"https:\/\/www.1stdibs.com\/creators\/gucci\/"}],"show_related_items_footer_popup":false,"slideshows":false,"contributors":{"hide_byline":false,"columnist":[{"ID":361853,"post_author":"1","post_date":"2021-12-14 22:36:15","post_date_gmt":"2021-12-15 03:36:15","post_content":"","post_title":"Lisa Santandrea","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"lisa-santandrea","to_ping":"","pinged":"","post_modified":"2021-12-14 22:36:15","post_modified_gmt":"2021-12-15 03:36:15","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.1stdibs.com\/blogs\/the-study\/contributors\/lisa-santandrea\/","menu_order":0,"post_type":"contributors","post_mime_type":"","comment_count":"0","filter":"raw"}],"photographer":"","custom_byline":false}},"dibs_designs_tags":null,"dibs_sellers_tags":null,"dibs_creators_tags":null,"dibs_styles_tags":null,"dibs_categories_tags":null,"featured_image_url":"https:\/\/www.1stdibs.com\/blogs\/the-study\/wp-content\/uploads\/\/MCDHOOF_MG007-640x450.jpg","post_title":"‘House of Gucci’ Prompted Us to Unlock the Mysteries behind the Brand’s Famous Monogram and 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