What Is the Hugo Boss Logo?
The Hugo Boss logo is the name BOSS in bold capitals, the mark of the company's core brand. It belongs to Hugo Boss AG, the German fashion house based in Metzingen, Baden-Württemberg, which Hugo Ferdinand Boss started in 1924 as a factory making workwear.
The company's second brand, HUGO, has a logo of its own, and earlier lines such as Boss Orange and Boss Green added a word to the name. The BOSS wordmark is available as the Hugo Boss logo SVG.
Hugo Boss Logo Facts
| Introduced | January 2022 |
| Symbol | None; the brand name alone |
| Logo type | Wordmark: BOSS in bold capitals |
| Earlier mark | The previous BOSS logo, used for almost 50 years before 2022 |
| Owner | Hugo Boss AG |
What the Hugo Boss Logo Means
Boss is the founder's surname, so the logo is a family name before it is anything else. In English the word also means the person in charge, and the company leaned on that double meaning when it launched the new logo with its spring/summer 2022 campaign, #BeYourOwnBOSS.
Dropping Hugo and keeping only BOSS gives the core brand a short, four-letter name that fills a label or a shop front. The 2022 redesign set it in a bolder graphic typeface, which the company described as bolder, more contemporary and more impactful than before.
Hugo Boss Logo History
Hugo Ferdinand Boss registered a family clothing business in 1922 and started his factory for workwear in 1924. After Eugen Holy retired from the business in 1967, his sons Jochen and Uwe Holy took over the international development of the business.
The BOSS name as a brand dates from this period. In 1970 the first Boss-branded suits were produced, and BOSS was registered as a trademark in 1977.
In 1993 the HUGO brand began producing menswear, adding womenswear in 1998, and HUGO's logo received an adjustment in the early 1990s. Casual and sports lines followed: Boss Sport and Boss Golf appeared in the late 1990s and later became Boss Orange and Boss Green, and in 2000 the company launched Boss Woman. In 2016 the Orange and Green lines were discontinued, leaving BOSS and HUGO.
On 26 January 2022 Hugo Boss announced a new logo for BOSS, its first in almost 50 years, as part of a rebrand across all consumer touchpoints. HUGO received a new logo at the same time, its first change since the early 1990s. Both were set in a bolder typeface, and the new BOSS look came with a palette of camel, white and black.
BOSS and HUGO
Since 2016 the company has run two brands, and both names come from the founder: BOSS from his surname and HUGO from his first name. BOSS goes back to the suits of 1970, HUGO to the menswear launch of 1993. When the logos changed in 2022, each brand received its own star-cast campaign, and HUGO's new mark was its first in about three decades.
For more brands like Hugo Boss, browse our fashion logos.
Frequently Asked Questions
When did the BOSS logo change?
Hugo Boss announced the new BOSS logo on 26 January 2022, replacing a logo used for almost 50 years.
Is Boss a real surname?
Yes. The company is named after its founder, Hugo Ferdinand Boss, who started it in Metzingen, Germany.
What is the difference between BOSS and HUGO?
They are the two brands of Hugo Boss AG. BOSS was first used on suits in 1970, while HUGO began in 1993 as a separate menswear brand.
When was the BOSS trademark registered?
In 1977, seven years after the first Boss-branded suits were produced.