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In 1965-66, a distinctive logo based on a stylized knitting stitch was added to the Benetton name, which in the meantime had become a trademark. In 1991, a series of global advertising campaigns introduced the idea of United Colors, which led to the creation of a new brand and logo featuring centralized text. In 1996, in a final, purely aesthetic change, architect Massimo Vignelli moved the text to the upper left-hand corner of Benetton's green box. The logo stayed the same, but its position was rationalized.

Today, United Colors of Benetton also includes children's collections, which took on a separate brand identity back in 1971, initially under the name 012 Benetton.