Bulgari

pingtsai
[PuristSPro Moderator]
2063

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What's in a logo?

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?