The Knot and the Story of our Logo

Being the most important part of the re-branding process, the Knot, the iconic element of the The Bostonians' logo, is now transformed into an impressive Coat of Arms. Its new form is the simplified version of a heraldic design, rich in meaning and symbolism. The elements of the new logo are inspired by the history and the DNA of the city of Boston, pay tribute to it, and carry symbolisms that connect Time, Style and Space.

The key elements of The Bostonians' new logo are: the Shield with the Knot, the Guardians of the Shield and the Motto.

The Shield & the Knot

The Bostonians Knot, an iconic element of the brand since its inception, is kept in the center of the logo and is flanked by the Shield, a characteristic part of the emblems of the most famous Boston Universities. The Shield and the Knot connect modern with classic,  present with past.

The Guardians of the Shield

The American Morgan horse represents one of the oldest breeds developed in the first Colonies  (mainly in the States of Massachusetts, Vermont and Rhode Island), in the area of ​​the USA that is now known as New England.
The European deer is the second Guardian of the Shield, and represents the legendary deer that is said to come from the island of Rhodes, in Greece.
The horse and deer protect the Shield and symbolize the connection of the two continents, America and Europe, places of great importance throughout the history of the brand.

The Motto

The brand's motto "A State of Mind" embodies the philosophy of The Bostonians, a philosophy that extends beyond fashion and clothing. "A State of Mind" comes to defend the freedom of thought and expression, to "break" prejudices and establishments and to invite the modern man to live free and according to his will.