Santoni Kicks Off 50th Anniversary With the Introduction of a New ‘Emblem of Mastery’
Santoni is marking the start of its 50th anniversary celebrations with the introduction of a new symbol aimed at “capturing the essence” of the brand.
According to the Italian footwear brand it has unveiled the “Santoni Culture, An Emblem of Mastery” mark. Described by the brand as “more than a logo,” the new symbol aims to trace the legacy of the artisans who have shaped Santoni’s story since its founding in 1975.
At the heart of this emblem are four key elements, each layered with meaning – the tree, the needle and thread, the paintbrush and the double buckle.
Santoni noted that the tree is a metaphor for “its deep-rooted legacy, its branches reaching toward new horizons while remaining anchored in its artisanal foundations,” while the needle and thread, represent the brand’s devotion to expert craftsmanship.
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The paintbrush, a symbol of Santoni’s Velatura art of coloring, tells the story of hand-applied patinas, transforming leather into a canvas of unparalleled beauty. And the brand’s signature double buckle shoes complete the mark – which “stands as a symbol of enduring artistry,” the company added.
As the brand embarks on a year of special milestones, the new “Santoni Culture, An Emblem of Mastery” will become a “guiding symbol” woven into the company’s storytelling, integrated into campaigns, videos and brand activations that will bring this anniversary year to life.
This news comes just weeks after Santoni revealed a new retail concept that will be applied to all new stores going forward, including the new 667 Madison Avenue space in New York, which will open by the end of February.
Designed by Spanish designer and architect Patricia Urquiola, the store replaces the old 551 Madison Avenue location, and spans 3,767-sq.-ft. over two floors. The space will incorporate new experiential elements and has been inspired by the architecture and history that surrounds it.
