Dolce and Gabbana Spring 2018 Molly Chmiel
Logo, tagline, and artwork
Logo and tagline
Original Logo:
I wanted to keep the logo similar to the original design. The only element I decided to change was the color. I changed the color of the logo to a darker red because I felt like it represented the spring collection well which consisted of many red looks. I also replaced the and sign with a heart which also tied in with the overall theme of the collection well. Many of the looks included some sort of heart detail which is why I decided to include a heart in my new logo. The tagline for the spring 2018 collection is “Fall in love with spring�. I chose this tagline because of the heart theme throughout the collection and because the mention of spring went with the spring merchandise that is being displayed. The tagline will be written in black cursive under the logo in advertisements, bags, etc.
Artwork For the artwork, I decided to take inspiration from the deck of cards theme of the spring 2018 show. Many of the looks included different parts of cards. I decided to include each card symbol; diamond, spade, heart, and club lined up. Inside the symbol, a capital DG is repeatedly patterned to stay consistent with the brand. Dolce and Gabbana are known to display their initials largely on their products, so I believed this pattern would be appropriate.
POP item #1 and display
POP item #1 My first POP item is a bag charm one is shaped as a spade and is in a black leather. The other bag charm is heart shape and the material used is gemstone like. Both bag charms have gold hardware and also include the Dolce and Gabbana logo in redon the chain. I chose to make bag charms because I thought the heart and spade shape would be a cute and subtle way to tie in the card theme for this season. I also believe these would look nice on their bags. D&G is a very over the top brand, so over the top accessories fit well. Bag charms are appropriate POP items for D&G because it is a luxury brand, so POP items can be more pricey.
POP item #1 display To display my bag charms I created a card shaped display with hanging abilities on either side. This display would be made of acrylic and features queen card artwork on it. My D&G logo is present along with a heart underneath. I wanted to play with the playing card theme of the collection and I thought a large playing card would be a good way to incorporate the theme into the display. Many of the pieces from the collection feature queen motifs, so I thought this display was appropriate. D&G is very extra with their themes, so a display that featured their theme would be appropriate.The bag charms would be displayed by hanging on the poles on either side of the card.
POP item #2 and display
POP item #2 My second POP items are leather card holders. Leather is a luxurious material that D&G’s target market is able to afford. One features the D&G logo I created in red and card symbols lined up on the bottom to tie in the overall theme. The other cardholder is black and white leather striped and features the logo on a brass plaque. Also In leather on the cardholder is one of D&G’s infamous crowns. This crown features hearts which ties in the overall theme and takes inspiration from a crown from the Spring collection. Since Dolce and Gabbana are known for their crowns, I thought it would be cute to feature it on a POP item. Although leather cardholders pricier, they are appropriate as POP items for D&G because it is a luxury brand
POP item #2 display To display the cardholders, I created two acrylic shelves. One in the shape of a club and the other is in the shape of a heart to match with the card theme of the collection. Each display features slots where the cards can be placed and displayed. These slots will be made of transparent acrylic, so the full design of the cardholders will be shown. These acrylic shelves would be displayed on a table. Red and grey are colors that are prevalent throughout the collection, so they would be appropriate for these shelves.
Bust form and social media component
Bust form I wanted to keep the red theme consistent throughout the store, so I decided to create a red colored bust form to go along with the overall theme. Red is also a color used often by Dolce and Gabbana. This bust form goes with the heart and card theme well because the base features two hearts. The bust form is made of fiberglass, so it is shiny. The bust form would be small enough to stand on a table. This bust form would be used to display Dolce and Gabbana’s iconic crown of the season on the head of the bust form and their over the top jewelry such as an oversized jewel necklace around the neck.
Social media component For my social media component, I created a snapchat filter. This filter has black and red hearts on either side of the screen to go along with the heart and card theme of the collection. The logo I created will appear over head in red along with the slogan which will be on the bottom of the screen. To also go along with the theme, I included a crown inspired by the spring collection in the filter. The filter also puts eyelashes on the eyes which is popular in many snapchat filters. This filter will only be available when the shopper is in stores which makes it exclusive. Snapchat filters in stores have been used often, so I thought it was appropriate to create one for D&G. The snapchat filter is a fun way to incorporate the overall card theme and engage the customer.
Window display
Window display For the window display I created a proscenium in the shape of a club and a spade. The colors of the proscenium correspond with the colors that the symbols are seen in on cards. I intend on using four windows to include each symbol and to correspond with the overall card theme of the collection. These windows would be smaller, so accessories on pedestals and one mannequin at the most would be able to be displayed. In the background the symbol that is being displayed and a cards with that symbol are attached to fishing line to give a floating effect. The fishing line would move up and down to create movement in the window.