Givenchy Brand Redesign
Project Overview
A brand redesign of Givenchy with a new design system, applications, and animations.
Challenge
The fashion industry has grown far too uptight and stuck in its ways; unwilling to accept change.
Solution
Givenchy provides new and convenient ways to interact with functional luxury goods.
The Brand Profile
Our Purpose
Givenchy believes the world would be a better place if people coupled luxury with innovation and embraced change.
Our Position
For the innovative and the rebellious, Givenchy is a luxury fashion house that embraces the digital age to connect with young fashionistas and their desire for new and fresh ways to experience pret-a-porter fashion.
Our Archetype - The Creator + The Rebel
Our Personality
Timeless - statement pieces that last forever and never go out of style
Excitement - daring and new
Revolutionary - changes the fashion game
Sophistication - produce chic Parisian good
Ruggedness - take the trail blazing approach
The Dynamic Branding System
Logo + Structure
To stay true to our brand mantra and personality, we decided to create our logo that was out the box, both literally and figuratively. The abstract and sharp "G" in Givenchy sits over a square box, with the “G” missing its left side. At the bottom of the logo is the company name itself.
Primary Logos
Secondary Logos
Colors
The red, black, cream, and blue colors tie to the French flag colors. We wanted to have Givenchy, a French brand, go back to its roots but also make it contemporary. Red and black, the two primary colors are meant to be used together. The secondary blue and cream can be paired with the primary colors to elevate the brand and make the visuals Parisian chic.
Typography
Untitled Sans is a plain, neogrotesk sans serif typeface. It's based on Caslon, but with a larger x-height and regularized proportions. Untitled Sans has a deliberate aesthetic of not being designed by anyone in particular.
Applications
Animation
This video is to be put in front of the store as an immersive store experience for consumers to see as they pass by the store or are about to go inside.
Takeaways
A rebrand must be fresh but also stay true to the brand. After all, you’re designing it to make it more appealing for your target audience, but it has to stay true to the brand truth.
Credit
Design by: Sophie Tatarchuk, Deshaun Gales, Alice Garsia
Course: CT303
Professor: Christie Shin & CJ Yeh
Disclaimer - Please note: This classroom project was created for the course “CT303 Dynamic Branding.” This is purely for educational purposes and I do not claim any textual information and/or photos.
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