Why is Gucci logo a snake?

Gucci’s iconic snake logo has an interesting history behind it that goes back to the founding of the luxury brand. The double G snake logo has become synonymous with Gucci and is one of the most recognizable logos in fashion. Keep reading to learn more about the meaning behind Gucci’s famous serpent symbol.

The History of Gucci’s Snake Logo

Gucci was founded in Florence, Italy in 1921 by Guccio Gucci. He opened a small leather goods company inspired by the luxury luggage he saw affluent guests bring when he worked as a bellboy at the Savoy Hotel in London. Gucci’s original logo was just the name “GUCCI” in a classic serif font.

In the 1940s, Gucci began expanding internationally and the double G logo was created as a brand signature. The interlocking Gs stood for the founder Guccio Gucci. The logo was an instant hit and quickly became synonymous with the Gucci name.

It wasn’t until the 1960s that the double G logo metamorphosed into a snake. The addition of the snake was the work of Gucci designer Aldo Gucci, son of founder Guccio Gucci. He drew inspiration from a turquoise snake bracelet worn by actress Elizabeth Taylor whom he admired. Aldo Gucci took the curving shape of the serpent and combined it with the double G logo to create the Gucci snake logo as we know it today.

Meaning Behind the Snake Symbol

So why did Gucci choose a snake as its brand icon? The snake symbol has multiple meanings that represent key facets of the luxury house.

  • Sophistication – The snake is a creature full of myth and symbolism, associated with wisdom, rebirth, and even immortality due to its ability to shed its skin. The snake logo helps elevate Gucci as a sophisticated luxury brand.
  • Craftsmanship – Snake skin has long been used in luxury leather goods and high fashion like shoes, handbags and accessories. The snake calls to mind the fine Italian craftsmanship and leatherwork Gucci is known for.
  • Original Sin – The biblical tale of Adam and Eve depicts a snake who tempts Eve to eat the forbidden fruit. This nods to the idea of living life to the fullest and indulging in earthly pleasures even if taboo, themes that were bold when Gucci introduced the sexy snake logo in the swinging 60s.
  • Fluidity – The curving, twisting snake shape gives the logo a dynamic fluidity and embodies the versatile way Gucci adapts with the times to stay relevant from decade to decade.

The snake turned out to be the perfect animal to represent the Gucci brand. Its multifaceted symbolic meaning encapsulates the Italian house’s mix of tradition and innovation, craftsmanship and trendsetting style.

Evolution of the Logo

While the iconic double G snake logo has remained at the heart of Gucci’s identity, it has evolved and been reinterpreted over the decades.


When Aldo Gucci first conceived the interlocking G snake in the 1960s, it had a very 60s aesthetic. The snake was drawn with loose, freehand lines in various turquoise and green colors echoing bold graphics of the time. It first appeared as a metal charm on loafers and small leather goods.


In the extravagant 1980s, a bolder, more literal snake was incorporated into the Gucci logo. The silhouette was updated to look more like an actual snake with the head, scales and a forked tongue clearly defined. The snake also took on metallic gold and silver finishes with rhinestone accents.

1990s Minimalism

When Tom Ford took the helm as creative director in the 1990s, he brought a sexy minimalism to Gucci. The logo was simplified featuring cleaner lines and a more abstract snake shape in subdued dark finishes.

Modern Day

Under the direction of Alessandro Michele, the Gucci logo today pays homage to its roots while still feeling contemporary. The double Gs have been redrawn with a retro 1970s font and the snake iconography strikes a balance between realism and abstraction.

Use in Fashion

The Gucci snake appears on a wide array of products from expensive leather bags to silk scarves and fragrances. It provides an instant stamp of luxury and is strategically placed on items to maximize its branding power.


Gucci snakes writhe across many of the Italian house’s iconic handbag styles. The Bamboo Top Handle bag features a snakeskin trim and double G snake clasp while the Dionysus bag centers the logo on its flap closure. Runway styles often incorporate snake-shaped straps or serpent heads on the straps for an avant-garde look.


Gucci footwear from loafers to sneakers to stilettos incorporate the signature snake. The logo may be embossed on the leather or appear as a metal charm. Gucci’s Princetown slippers are defined by their ornate gold double G snakes along the vamp. Eyecatching snake print leather is also a common motif used by the brand.


The iconic GG motif with a snake slithering through it makes for dramatic jewelry pieces. Gucci snake rings, bracelets, necklaces and earrings range from bold and chunky to sleek and minimal. Vintage revival styles recreate the 60s era charms and necklace pendants bearing the logo continue to be perennial bestsellers.


Ready-to-wear pieces incorporate Gucci snake flair with logo patches, embroidery and print. Silks scarves and neckties feature allover snake patterns. Blazers may have the snake logo on the buttons or lapels. For men, the classic Gucci loafer with horsebit and snakes adds polish to any outfit.

Celebrity Sightings

The Gucci snake has attracted many celebrity fans. Its bold look makes it perfect for the red carpet and music video cameos. Pop superstar Lady Gaga has sported custom crystal snake bodysuits for her tours. Rapper Lil Uzi Vert made headlines with a forehead diamond implant of the Gucci snake logo. On screen, actor Jared Leto carried a Gucci snakeskin bag in the film House of Gucci.

Gucci often loans exotic snake pieces to celebrities for high profile events. Beyonce sparkled in diamond-encrusted Gucci snakes while performing at the Grammys. Rihanna and Salma Hayek have also rocked bejeweled snake necklaces and cuffs from the luxury label on the red carpet.

Off duty, model Kaia Gerber, singers Billie Eilish and Harry Styles, and rappers like A$AP Rocky have all supported the sneaker and ready-to-wear pieces emblazoned with Gucci snake power.


While wildly popular, Gucci’s snake iconography has also garnered some controversies over the years.

Animal Rights

Gucci has faced scrutiny from animal rights activists for its use of exotic skins like snake, crocodile, lizard and alligator. PETA and other groups have called out the cruel practices of reptile skin farming and protested Gucci’s products made from endangered species. Gucci has responded by tightening its sourcing policies and banning certain rare skins like python.

Copying Accusations

Gucci has been taken to court several times for allegedly copying other brands’ snake designs. Both Yves Saint Laurent and Guess sued Gucci for trademark infringement over snake-inspired products. However, Gucci prevailed arguing the snake itself was too commonplace a symbol to claim ownership.

Inauthentic Collaborations

Fans have criticized Gucci for collaborations deemed inauthentic to the brand’s luxury heritage like mass market brands or properties aimed at younger consumers. The Gucci Vault Minecraft collection featuring pixelated snakes drew skepticism. Some thought a Smithsonian collaboration trivialized Gucci’s long history.

Gucci’s Legacy

Through its 100+ year history, Gucci has cemented itself as one of the most influential luxury brands in fashion. The double G snake logo is instantly recognizable around the world as a symbol of Italian craftsmanship and style.

While occasionally controversial, the snake iconography ultimately underscores Gucci’s key values – embracing life’s pleasures, reinventing traditions, and never compromising quality. For fans of high fashion, the seductive Gucci snake remains a coveted status symbol.


Gucci’s iconic snake logo has a fascinating evolution from its inception in the 1960s to today. Its layered symbolic meaning captures the essence of the brand. While paying homage to tradition, Gucci has kept the logo fresh decade after decade for new generations of luxury consumers. Even amidst controversies, the snake remains an coveted emblem of beauty, indulgence, and the highest quality craftsmanship.

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