Logos Quiz Level 3-74 Answers
About United Colors of Benetton
The United Colors of Benetton is the brand name for a clothing line associated with the Benetton Group. Luciano Benetton bought a knitting machine and started creating a line of colorful sweaters. After initial success, he asked his sister and brothers to join him, forming the Benetton Group. A year later in 1966, the family opened their first store.
The company has been known for controversial marketing techniques. The original United Colors campaign consisted of a photographer, Oliviero Toscani, being allowed to create whatever he like. The resulting ads did not advertize the company per say. Toscani photographed shocking and, for advertising, graphic scenes which had a small Benetton logo imprinted on them. The most famous of these images is perhaps a photo of AIDs activist David Kirby at his deathbed, surrounded by his family. The photos generally challenged people’s beliefs about diversity, ethnicity, sexuality and other differences. They launched another campaign in 2011, called UNHATE, which featured political and religious figures kissing.
Benetton has faced controversy for purchasing Mapuche, an indigenous group, lands in Patagonia and evicting the people who lived there. The land has since been restored to the Mapuche people. In 2013, one of Benetton’s factories experienced a building collapse. The factory was 8 stores and manufactured for many businesses other than Benetton, including the Children’s Place, Primark and Walmart. Over 1,100 people were killed in this accident. The top four floors had been built without permit or oversight, causing the collapse.