Gucci is an Italian luxury fashion house founded in Florence in 1921 by Guccio Gucci. Its visual identity today rests on two core elements: the interlocking double-G monogram and a serif wordmark spelling the house name in capital letters. The double-G, also called the Interlocking G, is derived from the initials of founder Guccio Gucci and has become the brand’s most enduring symbol.[1]
Design and History
Gucci’s earliest identity was a simple label bearing the founder’s name and workshop address. In 1923, a script logo inspired by Guccio Gucci’s signature appeared, and by 1929 a capital G was added before the surname.[2] A 1934 mark depicted an elegant hotel porter carrying two suitcases, a reference to Guccio’s early years working at The Savoy hotel in London.[2]The interlocking GG motif was introduced in the 1960s. Gucci’s official history lists the GG monogram among the signature products and prints that emerged during the 1950s and 1960s.[1] Gucci product pages describe the Interlocking G as “first introduced in the 1960s” and now one of the most iconic house codes.[3] The house celebrated the 50th anniversary of the Interlocking G in 2025, with its Fall Winter 2025 runway shaped like the emblem.[4] Gucci also states that the house patented the Interlocking G in 1975, a year commemorated in its G75 sneaker.[5]The GG monogram canvas, used on bags and accessories, is described by Gucci as an evolution of the original Gucci rhombi design from the 1930s, first used in the 1970s.[6] The Diamante fabric with its diamond motif, introduced in the late 1930s, is cited by Gucci as a precursor of the GG monogram canvas.[1]The wordmark has also evolved. In the 1950s, the knight crest appeared alongside a clean, spaced sans-serif wordmark. In 1971, the sans-serif gave way to a serif wordmark with heavier, more traditionally proportioned letterforms.[2] When Tom Ford became creative director in 1994, the logo was further refined, with the GG removed from the primary mark in favor of the wordmark alone.[2] Under Alessandro Michele, who became creative director in 2015, the GG returned prominently, and in 2019 Michele introduced a new version of the double G with both letters overlapping and facing the same direction.[2]Meaning and Symbolism
The intertwined initials of the Interlocking G pay tribute to founder Guccio Gucci. Gucci’s official description of its Fall Winter 2025 show states that the intertwined initials “not only pay tribute to founder Guccio Gucci, but highlight moments when individual narratives intersect to form a greater whole.”[4]Typography and Design
The current Gucci wordmark is a serif logotype in all capital letters. The 1971 version introduced heavier, more traditionally proportioned serif letterforms with stronger stroke contrast, replacing the earlier sans-serif treatment.[2] The interlocking GG monogram features two capital Gs facing opposite directions and interlocking at the curved terminal of each letterform.[7]Logo Index is an independent educational archive covering logos, visual identities and graphic design history. All trademarks and brand assets remain the property of their respective owners.
