An opportunity to convey a brand’s heritage, mission, meaning or style. An instantly recognizable piece of a brand. A stamp of quality, sophistication and class, unique to each brand. Among others, these are a few of the things that give a brand’s logo the tremendous amount of power that they have. Whether on the side gusset of a dress shirt, embedded in the chest of a sweater, or in the form of a lapel pin for a suit or sport coat, a logo is arguably the most powerful branding tool a manufacturer has. Few others have seized this opportunity to cement a brand in history as well as the Neapolitan based luxury menswear firm, ISAIA has.
Founded in Naples in 1920, ISAIA has grown to become one of the most respected, intriguing, and sexy luxury brands in the world. A key contributor to this success has been its logo – a playful, yet sophisticated piece of red coral. Those unfamiliar with the brand may think that the coral is simply meant to evoke a beach-like setting in a person’s mind, but ISAIA has a much more Neapolitan approach to it.
“In Naples, it is often said that red coral has mythical origins. As the legend goes, the Greek hero Perseus killed the Gorgon Medusa and wanted to deliver her head as a wedding present to the King of Seriphos, who was about to wed his mother. On his way home, he saw the beautiful Andromeda chained to a rock and about to be eaten by a sea monster. Wanting to save her life, he killed the beast and then sat on the bank of the water to wash his hands. When he set the sack with Medusa’s head besides him, her blood dripped into the water and transformed into what we know as red coral. For this, Neapolitans consider red coral a sign of good luck, and they use it in everything from pendants to religious ornaments to jewelry.”
To me this logo is perfect for many reasons. It gives the customer a piece of the company’s heritage, and lets us all feel as though when we are wearing an ISAIA garment, we too have a little bit of Naples in us. Furthermore, it is not over the top and gaudy. Instead, the red coral is playful, though reserved, and ultimately refreshing. In a sea of boring logos and dull brands, the red coral makes ISAIA stand out as an intriguing alternative – much like a piece of physical red coral would in a beach filled with gray and white shells. Similarly, the same can be said about the Neapolitan man that the brand attempts to suit. Taken from ISAIA directly, “He knows how to go beyond shared definitions and stereotypical clichés. Passionate, sophisticated, irreverent, eclectic and elegant, style for him is a matter of instinct. Dynamic, classic, contemporary, and ever-changing, he is always searching for his own style.”
Other brands will throw around their logos as an attempt to try and establish status. Garments may be adorned exclusively in them (you know who I’m talking about), and though that is perfectly acceptable in its own right, I believe it is worlds apart from what the friendly Neapolitans have done with the coral. To me, it is gift from a group of hospitable and warm-hearted people looking to share their world with us – something similar to an Italian woman with her cooking. It is not meant to show off status, nor is it a capitalistic, bottom-line-oriented item. It is simply a gift. A warm, welcome invitation to a fun and charismatic part of this world – one that I am happy to have come to know.
If a trip to Naples is not on your calendar yet, we at C-Suite Attire would like to invite you to experience a little bit of Naples in the meantime with our growing selection of ISAIA products. Ranging from shoes, suits, pocket squares and everything in between, our offerings will give you a chance to introduce yourself with the red coral – a relationship that once started, is sure to last for years to come…trust me.