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Gucci的新标志是我们见过的最奇怪的东西

Gucci
+$(Image Credit: Gucci)

+$Gucci has caused a social media splash by presenting an updated logo on its Facebook page... and it's quite something. The unusual font, which looks an awful lot like a young child's handwriting, is tied to the luxury brand's Fall Winter 2020 Men’s Collection, which is to be debuted today.

+$The new-look logo has resulted in some controversy plus a whole lot of noise. Facebook and Instagram users, in particular across Vietnam, have updated their own avatars to a similar handwritten font (to get a similar look, see our pick of the best手写字体+$). Let's find out why Gucci has chosen such unusual styling for its new collection.

Gucci

+$Accompanying promo material uses the same font+$(Image Credit: Gucci)

+$It all began three days ago when Gucci updated itsFacebook页面+$(with 18 million followers) with the new logo and accompanying images announcing the collection using the same handwritten font. The scratchy, fountain pen-esque scrawl is imperfect, with blots, wobbles and discrepancies in character size and orientation so there's no surprise that the collection it accompanies is heavily linked to childhood.

+$Gucci posted a series of+$teaser Posts+$about the campaign (see the video below), which has the tagline 'Rave Like You Are Five' and is actually inspired by children's birthday parties. The font is based on a typical French child's handwriting. Vietnamese children also learn to write in this style, which is apparently why the image has gone viral in Vietnam.

+$Alessandro Michele+$, Gucci's current creative director, masterminded the campaign, which also includes event invitations inspired by the embellished birthday party invitations the children of nobility sent to their friends (below).

+$The reactions across social media have been mixed. The outright joy sparked for the Vietnamese audience is somewhat countered by other reactions, with user+$Nguyen Tran Sung+$commenting:  "When you haven't paid salaries for your designers yet. Consequences!!!"

+$This sentiment was echoed by+$Ngoc Anh+$, who wrote: "Thanks for hiring my 2-year-old cousin for this design! 🤣🤣🤣"

+$But, More Positively,+$Lianne Nguyen+$commented: "Looking forward to seeing the collection and how it coordinates with this campaign! I'm imagining a bold step towards sth pure and vintage [sic]". And a profound angle from+$Nguyễn H+$theorises: "When things are highly complicated we do often wish for simplicity."

Gucci

+$Gucci's usual logo, from which the new look is quite a departure+$(Image Credit: Gucci)

+$It's certainly an unusual choice for Gucci, and a huge departure from its usual logo (above). The design could translate in more than one way on the catwalk – though the handwritten choice does sing of simplicity, it is also a playful choice. And the connotations of a children's party nod to a more frivolous angle, as do the retro party images that accompany it.

+$That a handwritten style can be interpreted in such different ways is a fascinating insight into typography and branding (for more insights take a look at our roundup of the+$hottest typography trends for 2020+$). We look forward to seeing how the design relates to the collection itself.

+$If you want to see what the collection actually looked like, check out this+$stream of the show

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