“Quality is remembered long after the price is forgotten”
THE BRAND ANALYSISBeeing an historical effective high fashion brand, with its 609 stores worlwide, Gucci turned out to be
one of the biggest settled fashion house in the world.We discover after Analysis, that Gucci is an “atemporel” or a brand that’s out of time because it kept its iconic image with stability over the
years.With its international expansion, Gucci prooved to be the most desirable luxury brand in the world.It acquaint a brand personality, a social responsability for its social participation as well as an
award function and a recognition within its high print media advertisements and magazines.We observe that Gucci is logo oriented and has its own status perception.their products are iconic.
Bodoni was a refined Italian type designer and printer at the Royal
Press of the duke of Parma.He drew inspiration from the
Baskerville for his Bodoni typeface family, which features hairline serifs
and heavy contrast between thick and thin strokes.
One of my favorite Typefaces, Bodoni has an elegant and modern appearance in its context.Like for Vogue, Bodoni is actually used within the fashion world.
Very Attracting, it gives a classy touch because of its well measured contrast.This serif typeface demonstrate best Gucci for a presentation since it gives a quality
and rafination to the whole presentation.Simple, memorable and effective.It is dominant and present while beeing sober at the same time.
BODONI
10 GUCCI
ADVERTISEMENTS ANALYSIS
ICONS A billboard, a blue sky, a tree, a couple
INDEX None
SYMBOL The logo
NAMEGUCCI
MEANING EVALUATION Its a good and strong ad because the message is clear and the product (clothing ) is in interaction with the
models which makes this ad successful.Its a high quality clothing store.
TAXONOMY OF DESIGN ELEMENTSIn this picture the stratas are the top head of the mod-els (1),elbow along with the horizontal of the woman’s shoulder (2) as well as the man shoulders (3). Another
strata is represented by the horizontal of the beginning of the purse (4).
The veins start with the blue sky (1), the billboard (2), the green tree (3), the man, (4), the woman (5) ,the purse
(6), the logo (7)
VARIATION Width variation because of the purse and the attitude.
ICONSA woman, a giant perfume bottle, a simple backround
INDEX“by Gucci” the signature along with “the new fragrance”
and the store adress.
SYMBOL The logo
NAMEGUCCI by GUCCI
MEANING EVALUATIONThis ad is strong, good and active because the product is
in higher propotion comparing to the rest of the image which makes the message even more clear along with an interaction with a model that makes it an active image.
TAXONOMY OF DESIGN ELEMENTSIn this picture the stratas are the model’s shoulder(1)
along with the belt (2).The veins start with the brown backround(1), the woman (2),the dress (3), the perfume bottle (4), the slogan and finally the logo (5).
VARIATIONLength variation
ICONSBanana trees, 3 women, 1 man
INDEXNone
SYMBOLThe logo
NAMEGUCCI
MEANING EVALUATIONIts a good and strong ad because the message is clear and
the product (clothing and purses) is in interaction with the models which makes this ad
successful.The colors, the attitude and the colors makes it fashionable and high standard print media.
TAXONOMY OF DESIGN ELEMENTS In this picture the stratas are the top head of the
models(1), and the shoulders of the left purple dress model (2).As well as the right beige dressed model where her
shoulders and elbows horizontals are counted as stratas (3), the purple model’s belt (4), the typeface axe (5).
The veins start with the green trees backround (1),followed by the half model behind,(2) then the man and at
the same level the right beige (3) and the left purple
women with the Gucci logo at the end.
VARIATIONwidth variation
ICONS A man, a chair, a glass ground, a case
INDEXNone
SYMBOLThe logo
NAMEGUCCI
MEANING EVALUATION This ad is strong, good and active because the
product is obvious and the target is clear as well as the image Gucci wants to attribute.
TAXONOMY OF DESIGN ELEMENTSIn this picture the stratas starts with the floor base in the
backround (1), the models’s top head (2), his shoulders (3), the shoe positioned on the floor (4), the typeface axe (5).
The veins start with the backround (1), the ground (2), the man and the chair (3), the case (4), the logo (5).
VARIATIONLength variation
ICONSA woman ‘s close up face, the product’s packshot,
the typeface
INDEXThe photographer and the make up artist names.
SYMBOLThe logo on the packshot
NAMEGUCCI , eau de parfum
MEANING EVALUATIONThis ad is good because the message is clear and the
product is shown.But its not completely active because even if the woman is there, in my opinion it doent have a
direct relation to the meaning of the ad.If the packshot wasnt visible, we wouldnt have know that its a
perfume ad which doesnt make it strong.
TAXONOMY OF DESIGN ELEMENTSThe stratas in this ad are the top of the packshot (1) and the typeface indexe (2).The veins start with the woman’s
face (1), the graphic rectangle grey element behind the packshot (2), the packshot (3) and finally the
photographer and the makeup artist’s name (4).
VARIATIONVolume variation
ICONS A woman, a leg with a high heel shoe, a part of a podium
ground, the logo.
INDEXNone because GUCCI doesn’t need to add any other
information to his name to make it more clear.The message is clear and minimalistic at the same time.
SYMBOLThe glitter and the heels that refers to evening clothes
NAME GUCCI
MEANING EVALUATION This ad is good and strong because the message is clear
and the product is worn by the models which makes it active.Gucci wants to show us a certain attitude within the
woman wearing the product for the evening.
TAXONOMY OF DESIGN ELEMENTS In this picture the visible stratas are the horizontal axe
made by the woman’s elbow(1), and as well as the ground axe (2), the shoe base (3), the typeface (4).The veins with
the white backround (1), the ground (2), the model (3), the sparkling top (4), the leg and the shoe (5), the logo (6)
VARIATIONlength variation
ICONS The sea, the mountain, a pool, a white edge, a man, 2 women.
INDEXNone
SYMBOLThe Gucci sign on the purse and bracelet.The sun and sea that
represent the summer collection.
NAMEnone
MEANING EVALUATION Its a good ad because we obviously can know that is a
fashionable clothing summer collection ad and its active as well because of the relation between the people and the
product that exists.It might not be a strong one for the simple fact that the name doesnt appear which make this ad not
legible by everyone.But i think Gucci doent need to put his name anymore.The iconic signs says it all.
TAXONOMY OF DESIGN ELEMENTS In this picture the stratas are the man’s top head (1) and
shoulders (2), the left woman top head (3) and her shoulders (4) as well as the right models top head (5).
As for the veins, they start with the blue sky (1),the mouintain (2), the white wall (3), the man (4), the white
pants (5), the grey ground (6), the blue water (7), the 2 women
(8).
VARIATIONWidth variation because of the spread disposition of the layout.
ICONS A black backround, a couple wearing sunglasses,
graphic element.
INDEXNone
SYMBOLThe logo
NAMEGUCCI
MEANING EVALUATION Its a good and strong ad because the message is clear and the
product (sun glasses ) is in interaction with the models which makes this ad successful, active and straight to the point using
the Gucci attitude atmosphere.
TAXONOMY OF DESIGN ELEMENTS In this picture the stratas are the woman and man’s top head
axe (1) and the graphic iconic Gucci stripes (2).The veins start with the black backround (1), the man and
woman on the same layer (2), followed by the grpahic rectan-gle element and the Gucci logo on top (3).
VARIATIONWidth variation because of the spread disposition of the layout.
ICONSA white backround, a woman, a purse.
INDEXNone
SYMBOLThe logo and the Gucci design pattern on the purse
NAMEGUCCI
MEANING EVALUATION This ad is Good, strong and direct because the product is
visible in the center of the layout and its in interaction with a model.Its a purse ad for Gucci
TAXONOMY OF DESIGN ELEMENTS In this picture the stratas are the model’s top head (1), elbow
Model’s axe (2) and her hips (3) as well as the typeface axe (4).The veins start with the white backround (1), the model (2),
the white dress (3) , The purse and the logo overlaping (4).
VARIATIONLenght variation
ICONS A dark green backround, the hoola hoops, Rihana,
a purse, typeface.
INDEXThe campaign purpose, the details, text and explanation
SYMBOLThe logo, the heart on the purse, rihanna (testamonial symbol)
NAMEGUCCI, tattoo heart collection
MEANING EVALUATION Its a good ad because there is a relation between the title and the product shown in the ad, ITs a strong one because there is a direct relation and good explanation for the purpose of this
campaign and the combination of the symbols gathered togeth-er for this ad makes it more
comprehensible.( a star defending a cause wearing whats ex-plained.
TAXONOMY OF DESIGN ELEMENTS In this picture the stratas start from the top of her head (1),
the begining of her dress (2), the beginning of the bag (3).As for the Veins, we start with the backround (1), the hoola
hoops (2), rihana (3), the white dress (4), the purse (5), the text
and logo (6)
VARIATIONWidth variation
5 ADVERTISEMENTS
WITH CHANGING ELEMENTS
before
before
ANAlYSISBy changing the testimonial figure of this ad,
Gucci looses his main function, the Award function which the brand is known for.
before
before
ANAlYSISBy adding a simple color to this ad, the goal of
Gucci here goes from the men’s wear to the arrival of new buisness laptop cases.
before
ANAlYSISGUCCI direct competitors should be logo manias
competitors and which the image is highly effective for the brand itself.Iconic figures, prices and
high printed media and specialy iconic products are the main reasons of this choice.Therefore,
Gucci, comparing to the others, is situated in the utopical standart but not totally.Gucci gives an
image of "show off" which doesnt make it playful.
Utopia
playfulcritical
practical
BURBERRY
FENDI GUCCI
DIORPRADA
LOUIS VUITTON
Utopia
playfulcritical
practical
ANAlYSISGUCCI comparing to these brands keeps its standard
within its high utopical image and purpose.As we already analysed above, Gucci 's main identity is its visual recognition where its placement in this chart.
CHANEL
TOD’SLONGINES WATCHES
EVIAN ITNESPRESSO
ADDIDAS FOOTBALL
PANTENE
BURBERRYBURTON
EVIAN LS
ADDIDAS ORIGINALBILLABONG
GUCCI
JENNIFER EL HAJJMASTER GD
SEMIOTICS PRESENTATION