Iconic Logos

         As I observed what makes a logo powerful as well as made to out last the competition I noticed the psychology used by the Nike brand to pull consumers in. This company used three big ideas to entice the public senses. The first idea Nike employs on the minds of people is, Nike represents the Greek Goddess of Victory, giving buyers the notion that  they will be victorious if they purchase and use the product. The second is the Logo, because Nike's "Swoosh" with its winged shape draws the eye into the style of the shoe, making it aesthetically integrated into the design of the product. Lastly, the slogan, "Just Do It", makes use of the fact that if you just do it you will be victorious  in whatever you do because of the Goddess Athena Nike being the guiding factor in the product. With the success of the Nike brand fresh in my head I was curious to understand the tricks of the trade when it comes to the clothing company Guess. 

        In 1977 four French brothers moved to California and started the line Guess. Sponsored by Jordache denim empire Georges, Armand, Paul, and Maurice Marciano gradually gained fame in the fashion industry. Popular for their three-zipper style "Marilyn" jeans, the company created an iconic design to match. The first black and white logo that consist of a black triangle enclosing a black question mark symbol was the first design. The Guess logo became great because of its all American denim look. The look and feeling the jeans gave to the public made the brand a house hold name which allowed the company to expand its name further. The Brand stretched into baby clothing, a watch collection, and also a home collection for bedding. Even with all its early success the brand was victim to the ever changing fashion fades and as a result filed for bankruptcy. In the 2000's the Guess brand was rejuvenated by promoting a sexier more youthful looking line to the new generation of consumers. With a new logo, spelling out the word guess, and using sexy ad campaigns Guess found its way back into the fashion superpower category while still pushing the envelope in denim fashion jeans.

I took Guess iconic symbol that trademarked the company into a fashion powerhouse and manipulated its now obvious context, selling sex to the younger generation, and made the brands intentions clear. Although Guess is not the only clothing company to peddle sex to its consumers, I thought it was ironic that the company's name is in fact Guess which means to make a hypothesis to a question but now leaves nothing to the imagination. I Guess sex really does sell clothing that is....