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LogoLounge 7
Design Firm
Pentagram
Benetton
Identity Redesign
Client
Project
Luciano Benetton’s commitment to design has been well established for
decades all around the world. Not only does the Benetton clothing label
produce 150 million garments per year and sell them in 120 countries,
but the founder’s vision has also encompassed groundbreaking works
of architecture by Afra and Tobia Scarpa and Tadao Ando, advertising by
Oliviero Toscani, print by Tibor Kalman, and graphic design by Massimo
Vignelli—to name a few.
In 2010, Benetton confronted an increasingly competitive marketplace
and asked Pentagram to refine its identity system. As opposed to ...