AN ORIGIN STORY

The Ermenegildo Zegna brand creates a new branding visual in a bid to refresh its brand direction,reiterating its history in the Zegna name.Designed with a double-stripe signifier and a script containing just the name‘Zegna’, the new logo revisits Oasi Zegna,a natural territory in the province of Biella,Piedmont,Italy.It was here that the luxury menswear label’s founder built a community around his wool mill and provided his village infrastructures and parks—an ethos of giving back that fueled his ethical entrepreneurship. In recognition of this,the new identity was recently unveiled alongside a purposeful collection that launched last December;a collection that acclaims the outdoors and winter sports in a meaningful tribute to the brand’s roots in the Piedmont mountains.Moving forward,the vicunacolored brand logo will be the sign of the brand retail network that’s set to be globally completed within 2022.