Brand DNA
Prada
Prada is an Italian luxury house from Milan, known for nylon, austere design and a deliberately intellectual approach to fashion.
70%
Background#FFFFFF
14%
Text#000000
8%
Primary#000000
6%
Surface#000000
2%
Secondary#8A8A8A
Typography
Aa
GT AmericaDisplay · Classic & editorialGT AmericaText · Sharp & flat
The serif logotype set wide and small, on a lot of empty space. Campaign type is severe, aligned hard, never centred for comfort.
Tone
Never
use warm or comforting sales language
centre a layout for comfort
explain a collection
Never says
treat yourselfcosygorgeousmust-have
Sounds like this
Nylon, since 1984.
Cerebral and severe. Few words, no warmth, no explanation. The clothes are an argument, not an offer.
Audience
Luxury buyers who read fashion as culture and want a house that is difficult on purpose.
Loves
+Ugly made beautiful
+Nylon treated as a luxury material
+Fashion as an argument
Loathes
×Easy prettiness
×Commercial warmth
×Clothes designed to please everyone
The hill it
would die on
would die on
Good taste is the enemy of anything interesting.
DensityAiry
AlignmentLeft
MotionNone
AddressFormal
Prada · brand DNA at a glance
10 of 12 traits
