Loro Piana Logo PNG
Meaning and design
The Loro Piana logo pairs a coat of arms with the Loro Piana family signature. Its most distinctive documented emblem is the fiori di cardo, or thistle. Loro Piana says the thistle has been part of the House’s coat of arms since 1951, a connection that links the identity to its textile craft.
The thistle has a practical association as well as a place in the crest: dried thistles were used in the Zibeline® finishing process to brush and raise cashmere. The company describes the flower as a symbol of its commitment to quality and craftsmanship. LVMH also connects the thistle and the cashmere-raising craft to Quarona, where the company was founded. Loro Piana’s account of the cardo and LVMH’s centennial history both identify 1951 as the date the thistle became part of the arms.
In the logo, the heraldic crest sits to the left of the flowing family signature. The two supplied renders show the same arrangement in contrasting treatments: one on a dark field and one on a light field. The visible script gives the name a handwritten character, while the coat of arms provides a compact emblem. The evidence establishes the signature as part of the mark but does not establish a typeface or a design credit.
1924 – Today
This archive stage shows the coat of arms beside the Loro Piana signature. The heading begins in 1924, but the documented date for the thistle in the coat of arms is 1951; the heading should not be read as proof that the crest was used at the company’s founding. The company was founded in April 1924 by Pietro Loro Piana in Quarona, while the family’s textile-trading history reaches back to the early nineteenth century. LVMH’s 2013 announcement gives the company’s founding details, and Loro Piana dates the thistle’s place in the arms to 1951.
The thistle remained a visible part of the House’s centennial-era identity. Loro Piana’s fall/winter 2024–25 collection was dedicated to the motif, and the 2024 book Master of Fibres marked the centennial. WWD covered the anniversary and the thistle’s role in the brand’s imagery. WWD’s report describes the motif’s continuing place in the House’s identity.
Loro Piana is currently majority-owned by LVMH, which increased its stake to 94 percent in 2025. The company’s published history dates the thistle in the crest to 1951, and the House continues to use thistle imagery. WWD’s report on the 2025 stake increase covers the ownership change.
Disclaimer
This article is part of the educational resources provided by Logo Index, an independent archive covering logos, visual identities and graphic design history. Loro Piana and associated trademarks and brand assets remain the property of their respective rights holders where applicable.
