The origin of the Sergent Major logo is to be found in little tin soldiers: in the military world, sergeant majors are warrant officers in charge of writing texts, so they are the ones who use pens. In the late 1990s, it was transformed to soften the brand image.
In 2001, it was changed to look like a cloth label symbolizing expertise in textiles; its colours were changed to make them even warmer.
By 2004, Sergent Major had grown and changed. A new, fresher, more dynamic logo was adopted, featuring in the brandÆs key elements: the hat and the pen nib.
In 2007, the brand charter adopted its current aubergine colour, while keeping the logo unchanged.