Lanificio Ermenegildo Zegna e Figli advertisement with the Seal

First appearing as a brand in 1949 and represented in red wax, the seal featured in numerous wide-reaching campaigns. Used in advertising images also at the foot of parchments and directly on fabrics, the wax seal had powerful symbolic and communicative connotations. It summoned up tradition in fact, the excellence and nobility of the family, and thus became an emblem of the quality and uniqueness of the product. The seal as such was a "mark" of authenticity and validity in itself (as on a diploma or parchment): it was a guarantee against tampering, imitation, falsification and assured the value of the sealed goods.