Heraldic Workshop from the Art Studio "Traditions of Times"

Companies are founded and built in different environments, with different components, and each story is interesting. But there's a special charm to family heritage, to the way a family preserves its traditions and brings something new to the development of the family business. Another fascinating detail is that often, the visual symbols of family companies or brands are their own names, surnames, or symbols that are important to the family. Within and through them runs the very thread that connects times, generations, and even eras, no matter how grandiose this may sound. Such symbols embody history, and that's important. Such symbols, whether they're people's names, objects with meaning and value, monograms, or coats of arms, tell and confirm stories. You can reflect on one of them right here and now.

In the Piedmont mountains of northwestern Italy, where clouds rest on the shoulders of the pines and the air rings with purity, a young Italian conceived a fabric that would be passed down through the ages. His name was Ermenegildo Zegna. And this saga began in 1910 with quiet stubbornness, from a loom and a dream that pioneers and poets believe in. He didn't just create fabric; Ermenegildo created a world. Like a ship's captain guiding his vessel, he directed everything himself. He personally selected wool from Australia and Mongolia, purchased English looms, and imprinted his signature, the first seals of quality, right on the edges of the fabric. And when, decades later, the Zegna factory covered the slopes of Trivero, and a mountain road named Panoramica connected villages and forests, it became clear: this was more than just a factory. It was a family history, hand-embroidered on the canvas of the earth.

In 1938, Ermenegildo became more than just the man who built his own history and brand. Zegna received the title of Count of Monte Rubello. Along with this title, he was awarded a coat of arms, discreet and noble, like the master himself. The title was awarded for his significant contributions to the textile industry and social activities. Simultaneously with the title, the Zegna family crest was officially created, later used as a print on fabrics and in advertising materials. The crest was later refined in 1954 by the Giuseppe Barale studio in Turin.

The symbol includes classic heraldic elements: a shield with a lion depicted within it. Above the lion, in a distinct field, are three eight-pointed stars. Above the shield is a crown with pearls, and above that a helmet. The helmet is topped with another crown and a crane-like bird. A mantling extends from the helmet, flanking the shield. The motto at the bottom, "In Vigilantia Securitas," meaning "In Vigilance, Security," completes the composition. The lion, as a heraldic symbol, is often found in family, ancestral, and state coats of arms. In heraldry, the lion signifies generosity, courage, and strength. A heraldic crown with nine pearls confirms the title of count and symbolizes power and dignity. In heraldry, the crane is a symbol of vigilance, wisdom, the pursuit of excellence, and longevity. Eight-pointed stars can symbolize justice, equilibrium, and balance, but their more precise meanings depend on the overall heraldic context. This Zegna family symbol was often used in the form of a wax seal, which has become Zegna's signature "quality mark" since 1949.

The coat of arms is used on fabrics, advertising materials, and accessories, such as Zegna's Monterubello watch collection, created in collaboration with Girard Perregaux. The coat of arms is a symbol that recalls the founder's legacy and serves as a visual testament to tradition and quality, emphasizing the brand's deep connection to its historical past and family values. In 2021, Zegna updated its visual code. The new emblem is a double line, reminiscent of the Panoramica Ermenegildo built in the mountains. It's more than just a symbol: it's a path. Literally. The idea behind the logo isn't simply graphic; it's geographical, topographic. It stretches through generations, like a path trodden by ancestors. The company's current management is led by the founder's grandchildren, Gildo Zegna, Paolo Zegna, Benedetta Zegna, and Anna Zegna. The company remains in family hands, despite its public offering. Zegna remains family-run. With each generation, the Zegna brand has expanded into new areas of development. Initially, it produced fabrics, later expanded into men's suits, and then expanded into footwear, accessories, perfumes, and more.

This isn't just a business; it's a family tree, with yarn at its roots and ethics in its crown. Where else can you find a company that doesn't just sew suits, but raises sheep, tends to meadows, restores forests, and creates its own ecological zones, as Oasi Zegna does? Where else can a business simultaneously create fabric and landscape? Oasi Zegna isn't a metaphor, but a territory. More than a hundred square kilometers of trees, paths, and air. Ermenegildo Zegna, the company's founder, personally ensured that half a million trees were planted around Oasi Zegna, a road was built through the mountains to the oasis, and the landscaping of the area began. Today, this mountainous area is verdant and fragrant with gardens, trails, and educational centers. They are protected as family heirlooms. Zegna is a rare example of clothing that isn't just about style and aesthetics. This is a brand where the family name isn't lost in the corporate structure, but rather, is revealed as a legend—a living family legend, passed down from father to son, preserving the dignity of the family line. Zegna collaborates with other renowned brands. And Zegna's fans include world-renowned public figures, including actors, athletes, and musicians. In an age where everything changes with an app update, there are still brands that evoke a sense of home comfort, family traditions, and values. Zegna is one of them.

Photos from the Instagram accounts of Oasi Zegna and the Zegna fashion house