Discussion
Pingtsai's post delves into the intriguing history and branding philosophy behind Bulgari's iconic logo, particularly the use of 'V' in 'BVLGARI'. This article explores how the brand's Roman heritage is embedded in its identity and design, sparking a community discussion on the impact of prominent branding in luxury watches and jewelry.
In a recent effort to preserve consistency in Bulgari related discussions throughout the PuristSPro website, AT posed an inquiry to Bulgari regarding the spelling and use of the company name, whether it should be Bulgari or Bvlgari.
They directed us to use “Bulgari” and clarified that “V” is only used in the logo when “BVLGARI” is written in all caps, as that is the classical Roman type. The response helped to set straight what many, including myself, have often wondered but few bothered to ask about. What was the deal with the “V”?
It became evident how strongly they adhere to their own branding and identity.
“BVLGARI” became the official company logo after the founder, Sotirio Bulgari died in 1932 and his sons remodelled both the interior and exterior of the first store on Via Condotti in Rome. Since then, the company has continued to embrace its rich Greek and Roman heritage in many of its designs.
In the 1980s, the “BVGARI-BVLGARI” wristwatch was launched, featuring a black dial and double engraved logo on a gold circular bezel, which became the company's most recognized and highest selling watch.
Nowadays, the logo makes its appearance still on the bezel of watches as well as in the design of practically every other Bulgari accessory line and is synonymous with the look and feel of classic Bulgari. Some may argue that this is overkill. It is, without a doubt, difficult to convince the serious watch connoisseurs of the appeal of big bold name letters on the case or bezel of a watch, an “eye-soar” many would say. However, there is a market that will easily buy into it, luxury loving lads and serious style fashionistas drenched in sophistication.
To me, I see it as a reflection of company pride in its own brand heritage and identity, something to be commended and something that Bulgari holds extensively dating all the way back to the late 1800s. It can actually be quite a valuable asset if managed skillfully.
What are your thoughts and feelings on the Bulgari logo? In watches? Jewelry?
Would you ever purchase a watch with the brand name etched on the case or bezel?
What about the PuristSPro ABR watch? Subtlety in a more tasteful manner?
. . . and after giving it some thought, there's not a single watch on my wish list that has a prominently placed logo on the case or bezel. Curiously, there are at least a few designs without an obviously visible logo that I find compelling. This is one of those instances when a simple, direct question lends to reflection. I've rarely considered Bulgari watches, and perhaps the visibly obvious branding is the reason why . . . pensively, Art
I suppose Art. I am however curious about what exactly is on your "wish list". Hope you'll share at the next get-together.
Very thought-provoking, Ping. Bulgari has a right to be proud of its heritage and accomplishments in the world of luxury goods. I don't think anyone would deny that their success is proof enough that they've made some good choices about their products. However, I think high-end watch collectors -- at least the kind who seem to largely haunt this site -- may prove harder to convert to the "in your face" logo placements that have come to symbolize Bulgari's design philosophy. Judicious placement a
Hi Daos, u brought up an interesting point to consider in ur paragraph: should bulgari abandon its proud design succumb to popular demand!? In essence, those BVLGARIs r exactly what "embracing one's own heritage and channeling the themes into a design" at one of its best Those bulgari rings emit a mystic Ancient Greece/Rome feel that i can't think of any other design that achieved such feat... i totally agree with u this prejudice on brand name is strong but can't help wondering r we just stereo
The logo along with the jewelry capture that Greek/Roman essence and style better than any other brand out there. And that in itself is beautiful no doubt.
...and I don't think those pieces should be completely abandoned. I just would like to see Bulgari present some other takes on their design heritage. We'll have to see what the future holds for them. I'm certainly interested in what will come to pass! Cheers, Daos
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