The Brand Identity

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Lundgren+Lindqvist designs an identity for the heiress to the Ferragamo fashion family

After earning a degree in architecture at Politecnico in Milan and another in jewellery design from Central Saint Martins in London, Maria Sole Ferragamo, heiress to the Florentine fashion family, dove straight into launching her first brand. Her made-to-order, personalised jewellery is made from up-cycled premium leather and has been referred to as wearable architecture, a term that embodies her philosophy to design.

As the brand started to gain recognition, Swedish studio Lundgren+Lindqvist came on board to help the brand better reflect its product, and incorporate Ferragamo’s design studio, So-le Studio. The resulting visual identity is built around a compact and flexible sans serif wordmark. The name is split into two lines and allows for a secondary level of content to be added, such as So-Le Studio or Florence/Firenze. An additional, display version of the logotype with a rectangle cut out of its centre echoes Ferragamo’s process of using remnants from the leather industry for her jewellery.

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