Brand Identity
Bruce Mau Design

CD: Elvira Barriga


bruce mau design was asked by givenchy to redesign their iconic ‘g’ emblem. the emblem would be translated into a pattern for their extensive collection of leather goods, including bags, wallets, belts, and other accessories. our concept was inspired by the heritage and the future of givenchy; exploring the existing g emblem based on the original four ‘g’ square, we introduced a third dimension to create a cube using six gs. the three-dimensional emblem appeared differently from every angle, creating limitless possibilities for pattern and application, using different techniques of production. the endless versatility of the emblem became apparent as it was applied across the entire product line, included perfumes, jewellery, shoes, display system, and even the centrepiece on the runway.

duy Pham is a Vietnamese Canadian graphic designer and art director, originally from Saigon and currently based in New York.

he specializes in brand identity and environmental experience at the nexus of contemporary culture and new technologies.

duy previously worked at design firms 2x4 and Local Projects in new York, and Bruce Mau Design in Toronto.

he holds a BFA in Computation Arts from Concordia University in Montreal.

Duy is also a passionate collector of comme des garçons and objects of curiosity.

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