Gucci is a name that has become synonymous with luxury, status, and avant-garde fashion. The brand also bears one of the most long-standing and recognizable logos in high fashion history – the iconic intertwined Gs. Although this logo as we know it was not introduced until 1992, the brand has consistently used double Gs in its visual identity to pay homage to founder, Guccio Gucci since the early 1920s.

Despite being born into a simple Florentine family in 1881, Guccio Gucci was destined for anything but a simple, quiet life. Exuding passion, drive, and a taste for luxury from the very beginning, Guccio secured his first job as a bellhop at the Savoy Hotel in London and never looked back. He quickly became enamored with the luggage he carried for the hotel’s wealthy guests and used the experience as an opportunity to learn about high fashion, quality materials, and what luxury means to different people.

Like many historic fashion houses, Gucci got its start in luxury luggage manufacturing and travel goods, primarily producing leather goods and equestrian equipment, along with some premium knitwear, shoes, and handbags. In 1923, the first official Gucci logo was created, inspired by Guccio’s signature. 6 years later, Guccio opted to put his first initial back in, adding the iconic second “G,” which would disappear and reappear over the next few decades as the brand underwent shifts in leadership and identity.

By the 1950s, the brand’s visual identity had shifted quite a bit. Shortly before Guccio’s death in 1953, the first Gucci boutique opened in Milan in 1951, followed by the brand’s expansion to the U.S. with its first NYC store opening in 1953. In 1955, Gucci’s logo depicted a heraldic style knight holding suitcases, symbolizing Guccio’s rise from bellhop to fashion mogul. In the 1960s, Guccio’s son, Aldo designed the famous “double Gs” that began appearing on Gucci’s scarves, suitcases, and accessories, although it was not the official brand logo.

Over the next 30 years, it became clear that the monogram of the double Gs would be Gucci’s signature icon. The mark was redesigned and reconfigured hundreds of times in various styles before the brand officially landed on 1992’s version. During Alessandro Michele’s time as Creative Director of the House, he created an iteration of the Gs with an overlapping right orientation, which did not hold up for long before the brand returned to its ever-popular 1992 logo, which Gucci still uses today.

Although Gucci’s visual identity has been through countless iterations over the last century, the brand has maintained its prestige and prominence as one of the greatest fashion houses in the world. Its iconic interlocking Gs are a prime example of how much influence branding has on the success and longevity of any brand that aspires to be one of the greats, regardless of the industry.