Brand DNA
Chanel
Chanel is a French couture house founded by Gabrielle Chanel, known for the suit, the quilted bag, the little black dress and No. 5.
48%
Background#FFFFFF
22%
Secondary#7D7D7D
14%
Text#000000
12%
Primary#000000
4%
Surface#000000
Typography
Aa
ABChanel CorpoDisplay · Classic & editorialLibre FranklinText · Sharp & flat
Wide letterspaced capitals for the name, a fine serif for everything else, set small. Type is always centred and always calm.
Tone
Never
use discount or urgency language
show more than one idea in a frame
follow a trend for its own sake
Never says
trendysaleaffordablehot right now
Sounds like this
Simplicity is the keynote of all true elegance.
Aphoristic and self assured. Short lines that could be quoted. Never explain, never justify.
Audience
Women who buy for themselves, once, and expect the piece to still make sense in twenty years.
Loves
+Elegance as refusal
+Black and white
+Clothes a woman can move in
Loathes
×Fussiness
×Fashion that dates in a season
×Explaining yourself
The hill it
would die on
would die on
Fashion fades, style remains.
DensityAiry
AlignmentCentred
MotionNone
AddressFormal
Chanel · brand DNA at a glance
10 of 12 traits
