The monogram was a royal signature or seal and currency, initials carved on coins to mark the control of a particular Roman and Greek ruler. In the Middle Ages, artisans began to use their monogram initials to personalize their work. In the Victorian era, monograms became a symbol of nobility. Believing that monogram letters marked on their table linens, cutlery and other household goods was a sign of prestige, upper class, families became real monogram generators. Soon every household boasted their own form of monogram styles: embroidered monogram letters for noblemen, simple personalised stamps for the lower class.

What started as a strictly practical way of identifying personal belongings, personalisation has evolved into a great branding tool for one’s personal identity. John Hancock’s script on the Declaration of Independence was so stylish, his famous personalization has become synonymous with the word “signature.” After eight years and numerous variations of his monogram letters, Rembrandt landed on his now instantly recognizable last name mark. Louis Vuitton’s son Georges was the monogram creator of the now-famous “LV” logo, developed as a way to prevent counterfeiting of the Parisian company’s designer luggage. And two interlocking “C’s” helped transform the legendary Coco Chanel into an international symbol of elegance and wealth.

Before movable type printing was introduced in the 1400s, there were only three script styles: gothic, roman and italic. Gothic is the oldest tight, upright writing typically found in religious manuscripts. The Italian Renaissance inspired lighter, more open forms (“roman”), which resembled classical stone inscriptions; “italic” was narrow and space efficient. By the 16th century, these styles combined into type families, with a harmonious roman and italic design.

Evolving from handwritten origins, typefaces soon became either mechanical or decorative; the strokes, less calligraphic and more constructed. Serifs, the marks at the ends of strokes, became either blocky or attractive. Today’s variety of type is a result of that evolution.

No professional sport has used personalisation to influence fashion more effectively than tennis. In 1933, international champion Rene Lacoste’s short-sleeved cotton-knit polo shirt with crocodile (Lacoste) was an overnight sensation, and celebrated his name in fashion history.

The power of monogram initials was not lost on Roger Federer who, when introducing his new sportswear line, “remarked,” The Federer monogram creates not a sports brand but a fashion brand.”

References:

Anon, (n.d.). Mark and Graham. [online] Available at: https://www.markandgraham.com/pages/monogram-guide/monogram-history.html[Accessed 17 Apr. 2019].