Trussardi reveals its new brand identity, the first step into the reinvention of the house under creative directors Benjamin A. Huseby and Serhat Işık.
The Trussardi wordmark and the greyhound—a symbol of the house since 1973—are reinterpreted through a contemporary and timeless lens for the revival of the brand.
The new Trussardi logo features formidable, decisive letters made modern with organic curves and generous spacing. The intention was to create a font that was both new, and at the same time felt as if it had always existed. The new logo hints at Trussardi’s heritage logos of the 70s through the 90s, the decades in which the brand strengthened and established a distinctly democratic lifestyle positioning.
The Italian greyhound, chosen as a motif for its elegance over 40 years ago, is modernized into a graphic circular form inspired by the ouroboros—representing the eternal, cyclical renewal of life. Illustrated on side profile, the greyhound appears to be captured in movement, its distinctive ear shape flowing behind its head.
The symbols mark the beginning of the new Trussardi, to be followed later this month by the debut of the first collection by Benjamin A. Huseby and Serhat Işık for the house. The Trussardi Fall-Winter 2022 collection will be presented during Milan Women’s Fashion Week on February 26.
