Designers react to bizarre Gucci rebrand

(Image credit: Gucci)

Gucci caused a stir with a new look last week. The temporary new logo and accompanying promotional materials form part of a campaign to launch the fashion house's Fall/Winter 2020 Men’s Collection, and drew attention for its use of a bizarre font that looked just like a child had written it (read our original story on the new Gucci logo here). 

A little digging revealed the scrappy-looking branding was designed to evoke children's birthday parties – other promo materials feature the tagline 'Rave like you are five'. The unusual handwriting font was designed to mimic the style typically used by French children. Gucci certainly took a risk by adopting such an unpolished new look – but has it paid off? Now the dust has settled, let's take a look at what the design community thought.

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Ruth Hamilton

Ruth spent a couple of years as Deputy Editor of Creative Bloq, and has also either worked on or written for almost all of the site's former and current print titles, from Computer Arts to ImagineFX. She now spends her days reviewing mattresses and hiking boots as the Outdoors and Wellness editor at, but continues to write about design on a freelance basis in her spare time.