Gucci Gothic
This assignment was done for my typography class and was about creating a brand extension for Gucci for their upcoming Cruise 2019 campaign Gucci Gothic. The goals were to study the unique styles and tastes of current creative director Alessandro Michele as well as the evolution of Gucci throughout history to design a spread that was authentic to the brand. This included an analysis of past visuals, advertisements, overall consistency in styles, logo design and typography. The requirements of the brand extension was that a new typeface was to be chosen to substitute Gucci's current logo typeface Granjon.
The typeface I chose to create the brand extension for Gucci was Adobe Garamond as the text is quite visually similar to that of Granjon. The font family also has a wide range of widths and variations that I am able to utilize in multiple purposes for design. Granjon was in fact based off of Garamond which has been popular for quite some time and is still quite commonly used today. I also decided to use Futura as a supplementary typeface in my design as it complimented Granjon with its contrasting visual design it also very much complimented Adobe Garamond as well. Also, due to its simplicity and Garamond’s ornamental nature I needed a font that was more simplistic and could be
read at small sizes for smaller texts.
Client: Gucci
Service: Branding, brand extension
Year: 2018
Role: Sole Designer
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