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Gucci: a close look at they patented logos and serials

During the 70s and 80s, many handcrafts who get commissions of normal and exotic leather creations, placed a pantent reference number, along with the “Made in Italy by GUCCI” logo, as you can see below for this Gucci vintage genuine crocodile briefcase.

History Of Gucci Logos

Thanks to GUCCI Historical Museum in Florence, it is easiler to go through GUCCI’s luxury vintage items history, through the history of GUCCI’s logos.

1920s: Gucci logo featured “Valigeria G. GUCCI Firenze”, as you can see from one of the logos above.

1930s: Logos featured the “liftboy”, the person in charge of carrying Florence hotel visitors and clients luggage to their rooms

1960s: First color on the logos (red) appears in the early ’60s.

1950s to 1970s: This was done to give importance to GUCCIO’s name. “MOD. BREV.” stands for PATENTED MODEL, unique for every model which was produced.

1980s: we start spotting the TRADEMARK after the GUCCI signature on the logos

1990s: Serial and reference internal numbers in ALL bags, and in MOST of leather accessories.

Most of the serial codes are found on the reverse of the leather internal tag, just next to any internal zipper, in the inside of bags. They should have from 10 to 13 numbers. Usually, they should look like this:

123456 (model reference)

789101 (serial reference)


123456 – 789101 (model & serial references)

In accessories such as wallets or coin purses serial references are all in a row, they are usually found just inside one of the wallet sections, impressed on the leather.

They should be less tricky to find that LV or HERMES code references, since they are usually bigger and longer.


Let’s take a close look at how the serial code is printed, and the logo prints. Let’s look closely at every number.

Accuracy is what you are looking for. Numbers should be all the same height and length. They should follow a perfectly straight line.

They should all give the same stamp impression. In my very personal point of view, perfection is not the answer. Accuracy is, though.

What to look for:
“Straight, neat, even and clean, sometimes not perfect, but accurate”. This is what we think it should be.

– Bad Stichings on tags – stiches should all be straight and perfect. Most bags aren’t hand stiched, but accuracy has to be there!

– GUCCI logos, fonts and prints – this has changed over the years. Have a look at all the pictures we posted. If the font looks different, this should give you an initial alert. We will be glad to help you out if we can.

– Leather quality, color – Gucci vintage bags should not be leather-like. They should be leather, or canvas, no inbetween. Their tags and leather logos should be the same color. Leather could have some color wear, but you should easily spot the same color of the tag or logo compared to the bag itself.

– Shop cards and booklets – many new bags and accessories should come with “controllato” cards, or brand booklets. People who give us consignment “never worn” fashion accessories, have never removed these cards from the inside of the internal pockets.

Here’s what you should expect when you purchase a Gucci bag from a professional seller when you read “NEW” or “MINT”:

Gucci SOHO bag

This SOHO bag we had on sale is described as MINT. Notice logos and serials are perfect.

Gucci SOHO bag

This also comes with its GUCCI shop card inside, and in most models you will also find a black internal label, which is another sign of authenticity.

Please Note: This post contains suggestions on how to try and avoide non authentic items. We try and document what we experience throughout years and years of hard work, and share with you information we think is important, which is found on the web. Gucci produced a very high variety of bags and accessories over many years. This document does not contain all this information. Some of it may be incomplete, or incorrect. If you do think any part of this post may need correction or further detiail, please do not hesistate to contact us, and we will happy to revise if necessary. 
13 Responses
  • Beth
    07 . 05 . 2019

    How can I get a Gucci wallet authenticated?

  • Marco
    07 . 05 . 2019

    Hi! Unfortunately we apply authentication (third party authenticator) on the items we sell from our store (OPHERTYCIOCCI – Do feel free though to post some pictures if you need any suggestions or comments. We’re here to help.

  • upsrtws
    25 . 05 . 2019

    Спасибо за информацию!!!!!

  • Andrea
    26 . 10 . 2019

    I am having an issue. I have a 1980’s vintage Gucci bag with serial 02-37-4791. I toke it a couple of places to get it appraised and everyone is saying its not real. But when i googled it, its every detail the same as the picture online. Who can i contact to help me.

    • adminBlog
      26 . 10 . 2019

      Hi! As mentioned earlier on WhatsApp, from the pictures you shown me I can say that the bag looks vintage and genuine. Please consider this as a personal opinion based on a few pictures and not as any form of authentication.

      Take care,

  • Damian
    13 . 04 . 2020

    can you send me a way to contact you with a picture of a jacket that has a green and red logo with Gucci in green. And G Gucci in cursive. It’s a wool jacket size 40 made in Italy. Seems like it’s very old. What’s App or email, I can do either.

  • Teresa
    18 . 07 . 2020

    I have a vintage gucci mini bag, not sure it its authentic, no serial number. It is a tan brown leather and has gucci name in the inside lining. The Logo is outside the bag that GUCCI at the bottom MADE IN ITALY. All in bold. Can you tell me if if this is authentic? My email is Thank you

    • Marco Operti
      20 . 07 . 2020

      No, I cannot tell you is if is authentic. I will try and see if I can give you an opinion, please share some images via email – you can find our contacts from our boutique storefront –

  • larry pacini
    13 . 03 . 2021

    In Danville, California, there is a man that had the 2 G’s trademark of Gucci put on his automatic electric gate, along a public street.The letters are made of steel, and are about 2 feet in diameter each. Does this property belong to Gucci?? If you need pictures,or the address, you can e-mail me at

    • Marco Operti
      13 . 03 . 2021

      Hey Lerry! Super curious just as you are, but I am afraid I cannot help with this 🙁

  • D Mo
    08 . 06 . 2021

    Hello from Texas USA , Got a question in reference to Vintage Gucci Hand Bags/Purses. What does Made In Italy Gucci Mod Brev Mean? … Without Serial Numbers??

    • Marco Operti
      09 . 06 . 2021

      Hello from Rome, Italy 🙂 “MOD BREV” means “MODELLO BREVETTATO” – patented model. No serial numbers were applied back then 😉

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