Light and dark. Thick and thin. Masculine and feminine.
The GIA X brand is a celebration of contrast, inspired by the late 1980s fashion icon Gia Carangi. Dubbed the “first supermodel”, Gia’s personal style was a cutting-edge balance of masculine and feminine. In front of the cameras Gia was the reigning ideal of feminine beauty, but behind the cameras a leather-jacket-slinging-renegade.
The GIA X logo is based on a didone serif typeface; a typographic style that emerged during the late 1700s and a staple style within premium fashion. Evoking a sense of history and conviction, the didone style includes a strong contrast between thick vertical and thin horizontal lines. This is further enhanced by the balance between brass and black elements that also tie into the metallic and black powder coated finishes within the retail space.