Inspired by an ancient ruin, medusas head is among the strangest marks in fashion.
Contemporary marketing wisdom holds that the best brand logos are clever, clean and easy to recognize— simplicity working all the better to serve as instant visual cue to a brand’s identity. How, then, to explain the logo that stomps on these articles of branding faith—or, in this case, turns them to stone?
When Michael Kors announced last week that it would pay $2 billion to acquire Versace, fashion mavens and financial hawks fell to picking apart not just the rationale of the deal, but the consequences for the 40-year-old Italian fashion brand. And while many things may change for the Milan-based label, one piece of the company is bound to remain as immutable and omnipresent as it’s always been: that head.
You know the one. It’s the Gorgon, better known as Medusa: the lady whose hideous face, circumscribed by a Greek fretwork border, fixes her deadly stare at all comers, petrifying them with the snakes she has instead of hair. Yeah, that logo. Whoever thought such a complicated and thematically bizarre emblem would be a good idea? Well, Gianni Versace did. But why he did, and why it works, remains something of a mystery.
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Denne historien er fra October 1, 2018-utgaven av ADWEEK.
Start din 7-dagers gratis prøveperiode på Magzter GOLD for å få tilgang til tusenvis av utvalgte premiumhistorier og 9000+ magasiner og aviser.
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News Anchor Of The Year Megyn Kelly
From Trump to ailes, the fox news personality fearlessly faces off with the powers that be—and ends up crushing the cable ratings race.
The Big Bang
Global consultancies are rocking the agency world, creating a new universe of offerings that meld marketing and technology.
DROGA5
Using the fingers on just one hand, David Droga argues, you can count the number of agencies that possess a “strong soul.”
Ogily
When it comes to leadership changes, 2016 will be remembered as a time of disruption.
The Myth of White Space
'Brands have to stand out in an obvious crowd—not stand alone in an unusual spot that no one cares about.'
Brand Phelps
Can the greatest olympian in history be as dominant out of the pool as he was in it?
Masters Of Their Domain
WHY DIGITAL BRANDS ARE KILLING IT IN ECOMMERCE. BY LAUREN JOHNSON
Winners' Playbook
BRANDS OFTEN FIND THAT WHEN THEY AIM TO DO GOOD, THEY ALSO END UP DOING WELL. HERE ARE FOUR RULES TO KEEP IN MIND. BY DAN TYNAN
Flipping The Disruption Script
THE FORTUNE 500 SHOULDN’T REST ON THEIR LAURELS OF HAVING A FIRST-TO- MARKET ADVANTAGE.
MCCann
All things old were new again in 2017 as McCann dominated the U.S. agency landscape with a string of wins and created the most-discussed campaign of the year in Fearless Girl.
