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The Evolution of Gucci Trademark

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Throughout the years, Gucci has produced many identifying symbols. Let’s see together how the Gucci trademark has changed over time, between heritage and icons.

The Beginnings

In 1921,Guccio Gucci founded the company in Florence for the production of leather goods, gloves and luggage.

From the beginning of its production, Guccio Gucci he uses his own name as a symbol to distinguish the articles produced in his laboratory and identify a specific and exclusive manufacturing process.

During the same period, Gucci’s canvas bags has linings with white cotton labels sewn into them, blue embroidered cursive script spells out “G. Gucci Traveling Goods Florence” emphasizing the company’s specialty. The English signature made the brand recognizable as a collection of items made for tourists and foreigners visiting Florence.

The 1930s

During this period, we find the labels embroidered with “G. Gucci, Florence, Via della Vigna Nuova 7, Via Parione 11”, in the elegant evening bagsThese were the streets of the first historic shops of the Florentine brand.

Then in 1934, the first symbol of Gucci, the liftboy, took over. This job was carried out by the young Guccio Gucci on the elevators of the Savoy Hotel in London in the early 1900s.

In 1938, Gucci launched its first store at via dei Condotti in Rome. This liftboy-stamped tag was further redesigned to incorporate Roma, together with Gucci and Firenze. This signifies an important milestone in Gucci’s expansion.

Gucci boutique in via dei Condotti, during Grace Kelly’s visit in Rome.

The 1950s

In the 50’s we find a number of labels, plates, prints or engravings, across the rich Gucci production, from leather accessories to articles for the home and leisure.

In addition to the single Gucci signature, it was also used the “G. Gucci – Florence, Rome, Milan” logo. where G. Gucci is in italics to remember the elegant signature of Guccio Gucci, while the three Italian fashion cities that enclose his name are in capital letters.

In 1955, the liftboy logo was replaced by a knight in armor, always with a suitcase and a travel bag, and inlaid in a coat of arm. Above the knight, there is a rose and a rudder to symbolize the refinement and entrepreneurship of the family respectively. Thus was born the Gucci Crest, one of the symbols of the house.

This is a photo of the Crest logo registration document. Created in 1955, the crest was initially applied only on suitcases and bag. Then it became a graphic element of the corporate identity and accessory element.

In this period, it also opened the first Gucci store in the United States, on 58th street in New York. From this moment the international success of the brand began. Gucci products quickly established themselves for their exclusive design and conquered the hearts of movie stars, known for their elegance in the world of jet set.

Elizabeth Taylor with Gucci bag and Paul Newman.

Sometimes it is also possible to find a number featuring the identification of the craftsman who made handcrafted the bag; this was a further way to guarantee the superior quality of the products. Since the 50’s, in order to protect the authenticity and creativity of its products, Gucci registered some models and accessories at the Central Patent Office of the Italian Ministry of Industry and Commerce, to protect the particular nature of its manufacturing processes, materials or mechanisms. In these models we find the abbreviation ‘Mod. Pat. “(patented model) often followed by the patent number.

These are the years in which the quality and craftsmanship of Italian products are highly appreciated abroad. So the brand widely used by Gucci from these years until the mid-70s is precisely “Made in Italy by Gucci”.

The ’60s and the ’70s

In 1960, Aldo Gucci, one of Guccio’s three sons, draws the symbol with the two crossed “GG”, a clear reference to the founder’s initials. This graphic sign, which has not yet become the company’s trademark, was re-proposed in different shapes: merged in a circle, opposite, inverted and in abstract form. Gucci’s brand recognition went full steam with the use of the GG monogram and the GG symbol was integrated as a metallic element in the designs of the bags.

The ’80s and the 90s

In the 1980s,particular attention was paid to the use of the Gucci registered trademark, both as a sign to identify the original product, but also as a graphic element of the corporate identity. In these years, the “Gucci – Made in Italy” logo, together with the Gucci Crest, were printed on the leather inside the products or engraved on a golden plaque then applied internally. The serial number of the specific article appears for the first time together with the brand.

Alongside the normal production of bags, there is also a more affordable line of Gucci bags called The Gucci Accessory Collection. This is an interesting piece of Gucci history that was made from 1979 until the late 1990s. It has been widely available in airports and department stores.

These pieces were mainly made from Gucci monogram coated canvas and pigskin leather with various trims (for example the iconic Green/Red/Green or Blue/Red/Blue signature web).

The Gucci Plus Spin-Off

From the beginning of its production, Guccio Gucci uses his own name as a symbol to distinguish the articles produced in his laboratory and identify a specific and exclusive manufacturing process.

In 1983, the Gucci company was suffering financially and in brand image. Paolo Gucci (son of Aldo and grandson of Guccio Gucci) wanted to create more commercial products under his own name. This idea was not well accepted by the family and he was fired from the company.

Alone, he started his own line called Gucci Plus. This line was only distributed in the United States for a very short time as he was sued by the house of Gucci for copyright infringement. The house of Gucci fought him based on the use of the name Gucci, and the use of some design elements the products. In 1987 Paolo won a court case that allowed him to use the Gucci name on products he produced but had to be trademarked as recognisably different to those of the main Gucci.

Contemporary Gucci Bags

From the ’90s collections up to the current ones, the label in a Gucci handbag’s interior reads “Gucci – Made in Italy” , always accompanied by the serial number.

How to read contemporary Gucci labels

Given the large number of counterfeit products lying around, knowing contemporary Gucci labels well can also help you to know how to recognize an authentic bag from a fake bag.

Nowadays, inside the bag you’ll find a leather rectangualr tag that features:

  • A trademark symbol at the top of the tag (although very occasionally it will be missing)
  • The word GUCCI in the middle, with the letter G formed the same way it is in the interlocking Gs of the logo
  • The words “made in Italy” at the bottom. The words are all lowercase.

The Gucci serial number is typically located on the reverse of the leather tag; it is not sewn down on all sides. The serial number tag is considered the best way to distinguish real from fake. The serial number is heat-stamped into the leather and consists of two rows of around 10 to 13 numbers.

  • The top number is the style number.
  • The bottom is the supplier code

This means that 2 or more bags may have the same serial number. 

The Gucci serial number, however,  cannot give information the year a Gucci bag is made unlike the Louis Vuitton date code.


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