Our first brand name was Leg.Or: this was simply an abbreviation of “Leghe Orafe” (“Jewellery Alloys”), which initially represented our core business, as stated in the payoff “Alloys and Metals for Goldsmiths and Silversmiths”. Over the years, the brand image was strengthened with the addition of a logo depicting molten metal flowing from a crucible, thus adding a visual representation of our core activities.

The communication trends of the 80s led to a restyling of the brand, which becomes an actual name rather than an acronym: “Legor”. Our core business is represented by a stylized “L” containing a drop-shaped sphere – the format in which our products are sold. The payoff gets a makeover: “The value of innovation”, written in English to underscore the dawning of the era of internationalization. The business grows, and the product range becomes more diversified and specialised; the first branches are opened.

The need to communicate across many national boundaries and disciplines prompts further development; the themes of technological advancement and the large dimensions of the operations are foregrounded, without losing sight of our origins – an element of our identity dear to our customers. Legor Group “Your jewelry technology provider” is adopted as the new global strapline. The corporate colour remains blue, representing our technological strength, traditions and family values. The graphical element retains the sphere, in a simplified yet more dynamic form to symbolize our commitment to continuous improvement.

In 2017, deeper thinking about the Group’s evolving identity leads us to simplify further. Without detracting from the image established over the last 10 years, today’s logo keeps only its most representative element, becoming simply “Legor” – the name customers have always know us by. The word Group is implied, being a fact now internationally recognised, and the payoff “Your Jewelry Technology Provider” is dropped in light of the expansion of the core business and the sectors served. Today, this clean graphic exemplifies the products, expertise and philosophy of the Legor Group throughout the world.

In 2022, the colour of the Legor logo was changed to black, reflecting a widespread style trend in the world of luxury and fashion, and the new pay-off “Extraordinary matter” is added. It’s a verbal expression whose meaning goes well beyond the literal sense of the two words because, in addition to representing the element underlying the business’s operations, “extraordinary matter” perfectly encapsulates the Group’s ‘way of being’. It’s a payoff which expresses our constant striving to go beyond the commonplace, and which defines our approach. Handling extraordinary metals requires meticulous care and attention that transcends the material itself – it involves people and the social and environmental sphere.