Gucci Heritage, Icons, and Beyond: Evolution of the Gucci Trademark





From the time he founded his business, Guccio Gucci used his own name to identify the items made in his workshop and to distinguish an exclusive creative process. Gucci was conscious that he was making luxury items for a worldly and demanding clientele.

Throughout the years, Gucci has produced many identifying symbols.

In the 1920’s, the black Gucci brass tags visible in luggage and travel cases the 1920s has gilded uppercase lettering.

Bagaholic 101 - Gucci Heritage, Icons, and Beyond - 1930s luggage interior showing all caps in metal plaque with 'VALIGERIA G. GUCCI FIRENZE'

1930s luggage interior showing all caps in metal plaque with ‘VALIGERIA G. GUCCI FIRENZE’

Bagaholic 101 - Gucci Heritage, Icons, and Beyond - 1930s luggage closure hardware with metal engraving in all caps showing 'G. Gucci Florence'

1930s luggage closure hardware with metal engraving in all caps showing ‘G. Gucci Florence’

Bagaholic 101 - Gucci Heritage, Icons, and Beyond - 1930s gold metal luggage closure with 'GUCCI' engraved in all caps

1930s gold metal luggage closure with ‘GUCCI’ engraved in all caps

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.




While in 1930s, large suitcases made of leather, parchment, or the Rombi fabric [which is currently known as Diamante canvas] show a different label, but now exhibiting graphic elements. Aside from the “Firenze” and the Gucci logo, the first Gucci symbol, the liftboy, can also be seen.  Guccio Gucci used to be a liftboy operating elevators at the Savoy Hotel in London during the turn of the century.

Bagaholic 101 - Gucci Heritage, Icons, and Beyond - Luggage interior with leather tag showing 'GUCCI ITALY. and the Gucci crest hotstamped in gold

Luggage interior with leather tag showing ‘GUCCI ITALY. and the Gucci crest hotstamped in gold; notice the diamante canvas lining

Bagaholic 101 - Gucci Heritage, Icons, and Beyond - Letters, Gucci crest, and numbers hotstamp in gold in luggage interior showing 'Gucci Italy 067'

Letters, Gucci crest, and numbers hotstamp in gold in luggage interior showing ‘Gucci Italy 067’

Vintage Gucci leather tag with a Gucci Crest and GUCCI ITALY (notice the diamante lining)

Vintage Gucci leather tag with a Gucci Crest and GUCCI ITALY (notice the diamante lining). (Thanks to one of our readers, Lisa, who sent this over!)

In 1938, Gucci launched its first store at via dei Condotti in Rome. This liftboy-stamped tag was further redesigned in the late 1930s and early 1940s to incorporate Roma, together with Gucci and Firenze. This signifies an important milestone in Gucci’s expansion. The metal details on the luggage are branded (a large portion of which were fabricated in the Gucci workshop). The logo is emblazoned onto the brass luggage keys, closures, and zipper tabs.

Bagaholic 101 - Gucci Heritage, Icons, and Beyond - Late 1930's Gucci Liftboy emblem in gold metal plate showing 'GUCCI FIRENZE ROMA' (Gucci Florence Rome)

Late 1930’s Gucci Liftboy emblem in gold metal plate showing ‘GUCCI FIRENZE ROMA’ (Gucci Florence Rome)

Also in the 1930s, labels made of cotton with the text “G. Gucci. Florence. Via Vigna Nuova 7, Via Parione 11.“ (which are the locations of Gucci’s first boutique) were sewn in into the satin interiors of stylish evening bags.



Bagaholic 101 - Gucci Heritage, Icons, and Beyond - 1940s bag interior showing cursive 'G. Gucci Florence V. Vigna Nuova 7 V. Parione 11' embroidered in cotton

1940s bag interior showing cursive ‘G. Gucci Florence V. Vigna Nuova 7 V. Parione 11’ embroidered in cotton

In a letter signed by Guccio Gucci carefully preserved in the Gucci Historical Archive, these same locations appear beside the Gucci logo in a letter. With the date April 30, 1924, this letter was written in a stationary with colored letterhead. The items available in the two Florence-based stores were written in blue, while the red ink was used to draw the eye to the G in the last name and first name of Guccio Gucci.

Bagaholic 101 - Gucci Heritage, Icons, and Beyond - April 30, 1924 letter by Guccio Gucci, showing the addresses in Via Vigna Nuova 7

An April 30, 1924 letter by Guccio Gucci, showing the addresses in Via Vigna Nuova 7

This is one of the first manifestations of a stylized logo, which, in the early 1960s, would become one of the most famous monograms in the world: the iconic double G.




In the 1950s, new engravings, printings, hotstamp inscriptions, tags, and labels inscribed on various Gucci items such as leisure goods, housewares, gift items, and  leather accessories.

Bagaholic 101 - Gucci Heritage, Icons, and Beyond - 1950s bag interior showing 'GUCCI' in Gucci cursive hotstamped in silver

1950s Gucci bag interior showing ‘GUCCI’ in Gucci cursive hotstamped in silver

Bagaholic 101 - Gucci Heritage, Icons, and Beyond - 1950's bag interior from showing the 'Gucci' cursive hotstamp in silver

1950’s bag interior from showing the ‘Gucci’ cursive hotstamp in silver

Aside from the simple Gucci logo, there also appeared a number of mostly leather products with a hotstamp inscription “G. Gucci Firenze Roma Milano” You can see “G. Gucci” written in cursive as reference to Guccio Gucci’s signature, while written in uppercase are the three capitals of Italian.

Bagaholic 101 - Gucci Heritage, Icons, and Beyond - 1950s Gucci bag interior showing 'G. Gucci Firenze Roma Milano' hotstamped in gold

1950s Gucci bag interior showing ‘G. Gucci Firenze Roma Milano’ hotstamped in gold

In 1951, the first Gucci store in Milan was opened at via Montenapoleone 5. And to signal the brand’s growth across the pond, Gucci’s first store in the USA was opened on the 58th Street in New York. In a 1957 newsreel produced by Settimana Incom entitled “More Than Friendship” highlights the cultural and commercial relations between Italy and the United States in the 1950s.





Accompanied with an Italian voiceover with a thick English accent, it commented on the Italian creativity and craftmanship that caught the American taste. During the narration, an American saleswoman in the New York Gucci boutique presents the iconic Gucci Bamboo bag in red calfskin, especially the detailing of its interior. The “Made in Italy by Gucci” and the crest – 2 new Gucci trademarks – were also shown in the video.

Gucci was also bestowed Patent No. 124687 On February 4, 1955, now for a logo showing a shield with a knight in armor carrying two suitcases, a flower and wheel underneath, and a marquée with the word “GUCCI” — this will later on be known as the Gucci crest.

Bagaholic 101 - Gucci Heritage, Icons, and Beyond - Gucci's Patent 124687 under Guccio Gucci, showing the Gucci crest - a knight in armor holding 2 suitcases, and a flower, wheel, and ribbon with 'Gucci' above it

Gucci’s Patent 124687 under Guccio Gucci, showing the Gucci crest – a knight in armor holding 2 suitcases, and a flower, wheel, and ribbon with ‘Gucci’ above it

Bagaholic 101 - Gucci Heritage, Icons, and Beyond - Mid-1950s luggage interior showing the Gucci crest plaque in gold metal

Mid-1950s luggage interior showing the Gucci crest plaque in gold metal

At the same Settimana Incom video, the same Bamboo bag showed a 3D version of the crest in the zipper pull inside it, while a 2D version affixed to the handbags and luggage from the early 1950s until the late 1960s.

In print ads that run in American Vogue in 1954, it highlighted Gucci as “the Italian Master.” Italian craftmanship and quality of its products were indeed highly sought after overseas.



Bagaholic 101 - Gucci Heritage, Icons, and Beyond - Vintage Gucci print advertisement referring to Gucci as 'the Italian Master'

Vintage Gucci print advertisement referring to Gucci as ‘the Italian Master’

Thus from the early 1950s to mid-1960s, the most frequently used labels in Gucci items has the “Made in Italy by Gucci” markings. The words written either in Gucci cursive or in upper case letters, were often printed in silver or gold, or even hotstamped directly into leather.

Bagaholic 101 - Gucci Heritage, Icons, and Beyond - 1960's luggage interior in all caps letters and Gucci cursive in Gold, showing 'MADE IN ITALY BY Gucci'

1960’s luggage interior in all caps letters and Gucci cursive in Gold, showing ‘MADE IN ITALY BY Gucci’

'Made in Italy by Gucci' markings with the Gucci G checkerboard pattern (holding patent 012396)

‘Made in Italy by Gucci’ markings with the Gucci G checkerboard pattern (holding patent 012396)

In examining Gucci bags and products from the early 1950s to mind-1960s, there are no serial numbers or more correctly ‘product numbers’ but we see the identification number of the craftsman who made the bag next to the label. This system guarantees an elite evidence manufacturing quality.

In the 1950s, Gucci initiated applying and registering for patents of their products with the Ministry of Industry and Business to protect the originality of its products. This includes applying for copyright on mechanisms, materials, construction, and shapes of Gucci items.




Many of the vintage Gucci products from the 1950s and the succeeding decades show the words “mod. brev.”, which is an abbreviation of the Italian word modello brevettato (“patented model”) beneath the Gucci logo. This is often succeeded by the patent number.

Bagaholic 101 - Gucci Heritage, Icons, and Beyond - 1971 luggage interior showing letters and numbers hotstamped in gold with 'Gucci MADE IN ITALY MOD. BREV. 53638 - B/71'

1971 luggage interior showing letters and numbers hotstamped in gold with ‘Gucci MADE IN ITALY MOD. BREV. 53638 – B/71’

As early as the 1960s, Gucci’s brand recognition went full steam with the use of the GG monogram. Gucci started sending out models with fabrics in GG monogram at the same decade, and also started introducing various versions of the double G in precious metals. These variations of GG include a perfect circle, flipped upside down, or juxtaposed.

Bagaholic 101 - Gucci Heritage, Icons, and Beyond - Early 1970 jacket label showing the Gucci Crest and 'Gucci MADE IN ITALY' with Gucci Cursive embroidered in embroidered cotton

Early 1970 jacket label showing the Gucci Crest and ‘Gucci MADE IN ITALY’ with Gucci Cursive embroidered in embroidered cotton

In the 1980s, the Gucci logo was utilized as a visual expression of the company’s visual  identity and identification of an authentic Gucci item. Notable in this decade was that the Gucci crest and the logo “Gucci Made in Italy ®” were stamped into the leather interior of handbags and other items, or engraved on brass tags. Next to the logo, we also begin seeing the item’s product number (or commonly referred to as “serial number”)”.

Vintage Gucci bag with serial number 007.14.0106 - Vintage Gucci Bags - Gucci Serial Number Check - How to Tell if a Gucci Bag is Real

Vintage Gucci bag with serial number 007.14.0106

From the 1990s forward, the label in a Gucci handbag’s interior reads “® Gucci Made in Italy,” followed by the product number (serial number).

Sample of a leather tag from an authentic Gucci bag - Gucci Serial Number Check - How to Tell if a Gucci Bag is Real

Sample of a leather tag from a Gucci bag showing “® GUCCI made in italy

Interestingly, the Gucci crest, usually featured in the interior or zipper pulls was featured in the exterior of the bags and accessories as decorative elements in the Gucci  Spring-Summer 2008 collection. To commemorate the 90th anniversary of Gucci and the brands origins, the Gucci 1921 Collection featured the special logo “G. Gucci Firenze 1921” printed on garments and silk scarves, hotstamped in gold lettering onto leather, or engraved on metal tags.




Indeed, one of the first logos to identify the one-of-a-kind products i.e. the signature of Guccio Gucci has returned

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