Deciphering the Brand Codes: Why do the GG Monogram, Orange, and Tweed Embody the Brand's Identity?
A brand's "code" speaks more eloquently than a logo. The material, color, weave, tailoring, and even the way it is carried form a grammar that we unconsciously read. In this article, we will carefully deconstruct why codes create a brand's identity using three examples: GUCCI's GG monogram, HERMÈS' orange, and CHANEL's tweed, and find a perspective on how to apply them to your everyday outfits.
GUCCI | GG Monogram - A pattern that weaves together memories of home and travel
GG is a continuous pattern that mirrors the initials of the founder. The key elements are "continuity" and "portability." Rather than relying solely on leather, GG can be expressed on canvas using prints and jacquard. Resistant to wind, rain, and abrasion, GG is used as a travel bag or daily bag, and has spread around the world as travel has increased. In other words, GG is a code that is well-suited to a "life on the move." Furthermore, by combining it with horsebit and web stripes, it also conveys at a glance the brand's origins in horse riding and bags (a balance between practicality and decoration).
The key to styling it is to treat the GG as "part of the texture" rather than a "pattern." Dress your entire outfit in monochrome or navy, and limit the GG to one item: a belt, accessory, or bag. If you want to add another code, use the green and red of the web as a "line," and only pick up the color with your loafers. When you can express a balance between practicality and playfulness for travel, rather than just the size of the logo, the GUCCI style will naturally emerge.
HERMÈS | Orange - A "quiet flag" born from adversity
The orange box, which is said to have been adopted due to a shortage of materials during wartime, is now synonymous with the Maison. Why does the color become a code? It is because it is associated with a ritual. Through the actions of receiving, opening, and putting away, respect for craftsmanship and the accumulation of time become an experience. Because the essence of Hermès lies in its unobtrusive quality, the vivid orange of the exterior emphasizes the paradox that "the contents are a quiet masterpiece."
The way to use it in everyday life is to use it in small "dots." Add a touch of orange to an enamel bracelet, the edge of a scarf, or a business card holder. Bags and coats are built with gentle tones (black, camel, gray) and high-quality materials, allowing the texture of the saddle stitching and metal fittings to shine through. A quiet persuasive voice, not a loud one—that's how you interpret Hermès' code.
CHANEL | Tweed—the feel of “liberated formality”
Tweed was originally a practical fabric for outdoor activities. Chanel's revolution was to give it lightness and flexibility, transforming it into a suitable material for everyday women's wear. The voluminous boucle yarn, braided edges, four pockets, cardigan jackets with loose shoulders, and chains hidden at the hem to create a relaxed feel - all of these elements combined to form the code known as tweed, making it possible to combine formality with comfort. This is why Chanel's tweed speaks of "freedom" while also being "formal wear."
The trick to implementing it is to layer something soft (boucle and drape) on something hard (tailored style), and add elegance to your "movement" with pearls and two-tone shoes. Even when breaking it down with denim and a T-shirt, adjust the length and sleeves of the jacket to your specifications, and prioritize a balance that allows the chain at the hem to function beautifully. It's not an exaggeration of the shape, but the lingering impression that is created when you move that is characteristic of Chanel.
Three questions to ask yourself when reading code
1) What is its origin (use and origin)?
GG = travel and bags, orange = rituals and boxes, tweed = liberated everyday clothing. Knowing the origins reveals how much can be broken down and what should be preserved.
2) What is etiquette (behavior and manners)?
GG is for "carrying," Hermes is for "care," and Chanel is for "arranging and moving." The aesthetics of how you use it make your outfit more persuasive.
3) Which elements are the skeleton (the smallest unit that should remain)?
GUCCI has the "lines" of the GG and horsebit, HERMÈS has the "quietness" of the material and tailoring, and CHANEL has the "functional beauty" of the bouclé, edging, and chain. By retaining these elements, the brand can convey its "identity" without relying on excessive logos.
MOOD and everyday life (framework, white space, symbol ratio)
Structure = high-quality materials and tailoring (the drape of tweed, Hermès-esque leather, neat tailoring)
White space = creating a breath of air with bare skin, sheerness, differences in length and width, and the spaces between colors
Symbol = GG accessories, orange, small signatures such as pearls and braids
The formula is based on 60 (framework) / 30 (white space) / 10 (symbols). The symbol represents the "style" of the item, and the material and gestures make up the remaining 90%, creating a subtle elegance.
conclusion
A brand's code is not the capital letters of a logo, but a grammar woven together from materials, tailoring, gestures, and colors. GUCCI is movement and play, HERMÈS is ritual and serenity, and CHANEL is liberated formality. Understanding the origins and etiquette, and using symbols to only 10% effect—that is the attire of a "reader." Today's move is not to increase the number of logos, but to translate the meaning of the code into your life. MOOD will continue to propose concrete translations.