United Colors of Benetton

1969–1971	1971–1989	1989–1996	1996–2011	2011–present

Benetton Group S.r.l., more commonly known as the brand United Colors of Benetton is a global fashion brand based in Ponzano Veneto, Italy founded in 1965. Benetton Group has a network of about 5,000 stores worldwide. It is a wholly owned subsidiary of the Benetton family's holding company called Edizione.

Maglierie Benetton

1969–1971

Benetton

1971–1989

Designer:  Franco Giacometti

Typography:  Custom wordmark

Launched:  Unknown

The first trade-mark was designed by Franco Giacometti in 1971. It was a clever rendition of the texture of a special fabric called "folpetto" or "polipetto" ("octopussy") for the local dialect, with original lettering.

Variant with green container introduced in 1977.

The fashion photographer Oliviero Toscani began consistently employing models of different nationality in motley colour combinations to advertise brand items. The famous slogan "tutti i colori del mondo" ("all the colours of the world") that was to become the campaign headline of the nineties first appeared in 1989.

United Colors of Benetton

1989–1996

Designer:  Bruno Sutter

Typography:  Gill Sans MT

Launched:  Unknown

The slogan was subsequently to evolve into the United Colors of Benettton brand. The brand's trade-mark was designed by Bruno Sutter, art director of the Eldorado agency that till then had been in charge of designing the firm's catalogues.

1996–2011

Designer:  Massimo Vignelli

Typography:  Gill Sans MT

Launched:  Unknown

In a slight restyling by Massimo Vignelli in 1996 the wording was moved from the centre of the green rectangle to a banner in the top left hand corner.

2011–present

Designer:  Pentagram Joe Finocchiaro (type)

Typography:  Benetton Sans

Launched:  2011

In an progressively more challenging market Benetton focused on the re-thinking of the visual identity; in 2011 the agency Pentagram will be appointed. The core of the new identity is always the familiar green label with the sole typographical restyling of the "Benetton Sans" drawing inspiration from "Gill Sans", font chosen in the eighties. Pentagram also suggested the company to go for a revival of the classic "stitch", fairly recognised symbol even though it lost importance since the early nineties.