Brands tend to change every time a new artistic director takes control of the brand’s creative vision. In turn, we see elements of the brand shift on the runway and in editorial campaigns. One of the most significant changes in brand signatures was the “blanding” movement, where in the mid-2010s, fashion companies swapped out their signature logo fonts for the geometric sans serif font. If you’ve entered a department store over the past ten years, then you get the “blanding” reference because almost every company’s name display has a similar look. However, some brands have decided to pull their old monograms from the archives for new products to harken back to their lineage of fine craftsmanship. From Fendi‘s former double Fs to Gucci‘s old GGs typeface, here are the fashion brands that have brought back their former monograms.


Courtesy of Balenciaga

Balenciaga has recently brought back its elegant BB logotype for one of its latest collections. The BB’s simple yet effective look is printed on almost everything, from the brand’s ready-to-wear pieces to its accessories. It reinforces the French fashion house’s status as an arbiter of timeless items and eternal taste– Balenciaga’s style is made to last.

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Instagram @gucci

The storied fashion house dusted off one of its old GG patterns for a line of newer items, ranging from bags to clothing. The backstory of these interlocking Gs is that they once represented the initials of Guccio Gucci, the company’s founder. However, the monogram has taken on a new meaning today and is primarily recognised as a symbol for luxury Italian fashion.


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Instagram @fendi

Fendi has brought back its FF logo on its bags for a limited time, throwing it back to when the late Karl Lagerfeld first started designing for the label in 1965. The rumour is that the designer drew these Fs on a whim, not thinking it would have staying power. However, it was used as the Italian fashion house’s monogram for years afterwards.

Fendi Brown Touch FF Logo Shoulder Bag Dhs ‏8,850 SHOP NOW