Max&Co. unveils new logo and visual image

By

Dominique Muret

Translated by
Nicola Mira

Published
Sep 12, 2019

Max&Co. has had an in-depth make-over. Bright colours have been ushered in, like the red featured in the new logo of the contemporary line by Max Mara. A coral red now found in the background of the logo’s lettering in black capitals, adding a burst of energy to Max&Co.'s packaging and labels. In parallel with the new logo, created by London agency Made Thought, Max&Co. has also refreshed its style and introduced a new store concept.

Max & Co.’s make-over began to take shape a year and a half ago with the appointment as brand director of Elia Maramotti, son of the group’s CEO Luigi Maramotti. Maramotti joined the family company seven years ago after a Management Studies course at Warwick Business School in the UK, and a work experience in Hong Kong. At Max Mara, Maramotti first worked in the auditing department, then took care of digital retail, before his current focus on product development. Alongside him, Max&Co. has also appointed a new head of the design studio.

“Max&Co. was launched as a retail label in 1986, at a time of great dynamism and change. Its market positioning is more democratic and contemporary than that of our main brand Max Mara. The idea was to create a style suitable for contemporary women, featuring functional, everyday clothes that are easy to wear. From this starting point, we have now worked to give the label a clearer direction, putting more emphasis on product quality,” said Maramotti at the presentation of the label's new visual image in Milan on Tuesday.

The collection has been notably streamlined, concentrating on Max&Co.’s key items like tops and coats, aiming for a very specific look. The line targets women of any age and provenance, and its style is now closer to the latest fashion trends.

For example, it includes a series of uber-comfortable sneaker-socks in dazzling colours like fluorescent green, pink and red, priced at €149. The classic woollen coat, a signature Max&Co. item, is now available in different models, at prices ranging from €350 to €800. The more classic ‘Runaway’ model is featured in an extensive colour palette, in two different lengths. Dress prices start from €189.
 
The Max Mara group is clearly keen to invest in Max&Co. Last spring, in the Italian town of Reggio Emilia, where Max Mara's headquarters are based, the group opened a wholly redesigned 400 m2 Max&Co. flagship store, whose interiors concept is being introduced to other shops too, like the recently renovated Hong Kong store, and the one in Dubai. Max&Co. currently has 400 stores, and will soon operate a concession at Harrods in London.