Remarkable | Samsonite, a renewed iconic logo

A renewed logo for Samsonite

Depth and functionality in an iconic symbol

The challenge

Samsonite sought to refresh its emblem from 1965 to add depth recognisability, and functionality while preserving the brand’s heritage. The aim was a modernised, recognisable logo that stayed true to the brand’s roots.

Our solution

We integrated the iconic ‘bagel’ symbol into the brand name, replacing the letter ‘o’, creating a cohesive logotype that preserved brand heritage, improved recognition, and was scalable and cost-effective for implementation globally.

Services

Brand consultation
Logo redesign
Creative direction
Strategic implementation

Refreshing an iconic logo for global impact

To meet Samsonite’s need for a modern, functional logo, we began by evaluating the existing ‘bagel’ 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’s story. Our goal was to reestablish the significance of this emblem while ensuring it contributed to a streamlined and recognisable brand identity.

Incorporating brand heritage

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

Result

The renewed Samsonite logo effectively conveys the brand’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’s visual identity is impactful and efficient for decades to come.

Internationalise your brand?

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.