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Depth and functionality in an iconic symbol

A renewed logo for Samsonite

<p>Samsonite sought to refresh its emblem from 1965 to add depth recognisability, and functionality while preserving the brand&#8217;s heritage. The aim was a modernised, recognisable logo that stayed true to the brand&#8217;s roots.</p>


The challenge

<p>We integrated the iconic &#8216;bagel&#8217; symbol into the brand name, replacing the letter &#8216;o&#8217;, creating a cohesive logotype that preserved brand heritage, improved recognition, and was scalable and cost-effective for implementation globally.</p>


Our solution

<ul>
<li>Brand consultation</li>
<li>Logo redesign</li>
<li>Creative direction</li>
<li>Strategic implementation</li>
</ul>


Services

<h3><span lang="EN-US">Refreshing an iconic logo for global impact</span></h3>
<p>To meet Samsonite&#8217;s need for a modern, functional logo, we began by evaluating the existing &#8216;bagel&#8217; emblem, which consisted of four crescents representing the brand values. Historically, this symbol was positioned to the left of the brand name but lacked a clear connection to Samsonite&#8217;s story. Our goal was to reestablish the significance of this emblem while ensuring it contributed to a streamlined and recognisable brand identity.</p>


<p>Through multiple consultation sessions with Samsonite, we explored a range of creative options. One key idea stood out—integrating the &#8216;bagel&#8217; symbol directly into the brand name as the letter &#8216;o&#8217;. This strategic design preserved the heritage of Samsonite while creating a cost-effective and scalable solution, improving the logo&#8217;s applicability across products, retail spaces, and corporate assets.</p>
<p>&nbsp;</p>


Incorporating brand heritage

<h4>Result</h4>
<p>The renewed Samsonite logo effectively conveys the brand&#8217;s story, strengthens global brand recognition, and results in significant cost savings in production and implementation. The creative integration of the emblem into the brand name has ensured Samsonite&#8217;s visual identity is impactful and efficient for decades to come.</p>
<h4>Internationalise your brand?</h4>
<p>Contact us for a consultation with one of our experts and discover how we can help with brand strategy, logo development, and international trademark protection to optimally position your brand.</p>
