United Colors of Benetton is an iconic Italian clothing brand that belongs to the Benetton Group S.r.l. Established in 1965, it has become known worldwide for its vibrant clothing and innovative advertising campaigns.

Meaning and History of United Colors of Benetton

Founded by Luciano Benetton in the 1950s, Benetton’s first official trademark was called Très Jolie. However, in 1965, it was rebranded to Benetton. The origins of the brand date back to a bright yellow sweater knitted by Giuliana Benetton for her brother, Luciano. At the time, such brightly colored sweaters were not available in stores, and Luciano’s vibrant sweater caught the attention of passersby in postwar Italy. These envious glances sparked the idea to start a business that focused on colorful clothing, which set the brand apart from its competitors.

The bold use of color has been a defining feature of Benetton since its inception, and it remains central to the brand’s identity today.

United Colors of Benetton: A Global Fashion Brand

United Colors of Benetton is an international fashion brand known for its mass-market appeal. Offering clothes and accessories for men, women, and children, it became famous for its colorful and thought-provoking advertising campaigns that pushed social boundaries.

Evolution of the United Colors of Benetton Logo

• 1969 – 1971: The first logo for Benetton featured a stylized knitting stitch next to the word “Benetton,” under the name “Maglierie Benetton.”
• 1971 – 1989: The word “Maglierie” was removed, and the knitting stitch was turned black to match the lettering.
• 1977: A green box was introduced behind the logo.
• 1989 – 1996: The brand name changed to “United Colors of Benetton,” with the new logo appearing inside a green box. This redesign was by Toscani.
• 1996 – 2011: The logo was updated with a cooler tone, and the lettering shifted to the top-right corner. This version was created by designer Massimo Vignelli.
• 2011 – Today: The most recent update was designed by Pentagram partners Daniel Weil and Michael Bierut. It features a new proprietary typeface developed by Joe Finocchiaro, subtly replacing the earlier font used in the logo. The changes are most noticeable in letters like "R" and "S."

Font and Color Palette

The United Colors of Benetton logo uses a clean, modern sans-serif typeface with distinctive letter contours. The font is similar to Gill Sans Nova Medium or Humanist 521 Std Roman. The color palette of the logo offers two main variations: black lettering on a white background for a professional look, and white lettering on a green background, which represents energy and the brand’s constant growth.