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.
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 the social media reactions
Can't help but kind of love the new Gucci logo for the Fall Winter 2020 men’s show. Apparently the show will be looking to 'deconstruct the idea of masculinity'; the new logo design is a small but powerful icing on that cake. pic.twitter.com/KFRzrShDNu— Nathalie Gordon (@awlilnatty) January 20, 2020
“Thanks for hiring my 2-year-old cousin for this design!”
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.