The recent Gucci logo stunt and the mix of reactions

"It’s unashamedly odd, and apparently blithely unaware of the accepted wisdom that a logo is a brand’s sacred symbol. And isn’t that what we want from the fashion industry? It’s meant to be weird and unexpected and rebellious," posited Emma Tucker in his article for Creative Review.

What's the GUCCI stunt really about?

“It’s unashamedly odd, and apparently blithely unaware of the accepted wisdom that a logo is a brand’s sacred symbol. And isn’t that what we want from the fashion industry? It’s meant to be weird and unexpected and rebellious,” posited Emma Tucker in his article for Creative Review.

A little research revealed that the young-child-handwriting kind of logo was designed to evoke children’s birthday parties – other promo materials feature the tagline ‘Rave like you are five’. The unusual handwritten font was designed to mimic the style typically used by French children. Now, this is a big RISK taken by GUCCI just in a bid to “deconstruct the idea of masculinity” in their online campaign.

The recent Gucci logo stunt and the mix of reactions

So, the question is, have they decided to stray away from what anyone could be thinking or anticipating in order to drive some social media attention and noise? Well then, that was a game well played. Because, truly, they really achieved that.

Here are some of thesocial media reactions

“Sure, why not? It feels authentic and it does the one job of all high art/fashion well, which is to elicit an emotional reaction. I can dig it.” – Valark

“Thanks for hiring my 2-year-old cousin for this design!”

“In a day and age where penmanship is becoming a lost skill I think this is a great move for a campaign to stand out.” – JustJoeDesign

So, what's our own position on this stunt?

While the design may look like a one-minute lazy effort, for an international brand (with more than 18 million followers on their facebook page) to pull this stunt, then, we can’t imagine the amount of thoughts, debates, deliberations & contentions this “temporary lettering” must have survived.

And again, if it’s to think about veering off the norm and anticipated trend in order to create a successful, emotions-arousing campaign, then this must be a real genius being displayed.

And worthy of note is that, it’s just a temporary campaign anyway. So, as a branding agency, we highly respect their decision as a really big brand that they are.

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