Week One | Young

Gucci's primary wordmark is extremely effective in portraying the compnay's image as a timeless and sophisticated brand that produces expensive products. These feelings are achieved by utilizing an airy, all-capitalized font with serifs and generous spacing in between each letter. This font is perfect for a fashion-forward clothing company because in addition to the wordmark exuding sophistication, the lightness of the letters and the lack of descenders in the word "Gucci" give off a distinct modernity as well- again, perfect for a fashion-forward company.

It's also interesting to note that the Gucci wordmark above is not the company's only one, in fact, because the above wordmark is meant to feel sophisticated etc., the Gucci company created an additional, more youthful wordmark used to market their trendier/cheaper/younger products. And similar to it's more elegant parent wordmark, this hipper version is also extremely effective in appealing to the younger generation through it's use of fun, bold, script.