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(Brand guidelines) // Fashion and accessories

Gucci brand
guidelines

Gucci’s logo, colors, fonts, voice, and dos and don’ts, from the Brand Skill Rainbrand built from gucci.com.

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About Gucci

Gucci is a luxury fashion house founded in Florence, Italy, in 1921. Its creative world brings Italian craftsmanship and heritage codes into dialogue with contemporary expression across fashion, leather goods, shoes, jewelry, beauty, travel, and lifestyle.

Gucci’s identity includes its name as a wordmark and standalone brand marks. Use the supplied identity artwork as the visual reference for the appropriate logo form. Keep each mark recognizable and intact; do not redraw, distort, or combine the forms into an unapproved lockup.

Gucci colors

  • Black

    Wordmark and text

    HEX
    RGB

  • White

    Light backgrounds

    HEX
    RGB

Gucci fonts

  • Granjon

    Wordmark lettering

  • Futura

    Brand text

Font names only. The Brand Skill download doesn’t include font files.

Gucci’s voice

Gucci’s editorial voice is assured, evocative, and image-rich. It connects the House’s heritage with contemporary design, uses expressive detail, and frames fashion as an individual point of view. Favor polished, concise storytelling over hard-sell language.

  • “creativity, Italian craftsmanship, and innovation”
  • “The signature casual grandeur at the heart of Gucci’s DNA is once again the narrative thread of the collection”
  • “An invitation to embrace fashion as an authentic expression of self”
  • “Highlighting the special kind of beauty that travel brings, especially when you find yourself beside a friend that is like family”

Dos and don’ts

Do

  • Do connect heritage codes with fresh creative interpretation, keeping craftsmanship and distinctive details visible in the story.
  • Do describe products and collections with precise, evocative language grounded in their design and context.
  • Do use Gucci’s own marks in their supplied forms, preserving their integrity.

Don’t

  • Don’t reduce Gucci’s voice to generic luxury superlatives or aggressive sales language.
  • Don’t invent collection details, product features, or heritage claims that are not established for the specific work.
  • Don’t distort or recombine the brand marks.

Gucci imagery

169 images from gucci.com, in 3 files of the Brand Skill. Each file starts with its guidance, then shows the images it refers to.

Imagery editorial

16 images

Gucci editorial imagery uses fashion and campaign storytelling to bring together people, product, place, and House codes. In the Pre-Fall 2025 story, the visual narrative connects a 1970s sensibility and contemporary heritage with expressive silhouettes, Flora pattern, and Horsebit details.

The Valigeria story presents travel as a personal encounter, pairing its named ambassadors with the Gucci Savoy bag and the House’s luggage heritage. Treat this as a campaign-specific direction rather than a universal composition rule.

Gift imagery and other captured branded visuals offer additional references for campaign mood and art direction.

  • A high-fashion studio portrait of a woman wearing an oversized, textured black faux fur coat and a metallic gold headwrap.
  • A medium fashion shot features a model with a neutral expression against a deep burgundy backdrop.
  • A close-up portrait of a woman with red hair and bangs, gazing directly at the camera with a calm expression.
  • A close-up fashion photograph features Kendall Jenner with a soft, neutral expression and dark, wavy hair tucked behind one ear to reveal a large, sculpted…
  • A man and woman walk towards the camera on an airport moving walkway, heavily laden with Gucci monogrammed luggage.
  • A high-fashion candid shot features a man and a woman walking toward the camera on an airport moving walkway, carrying luxury Gucci monogrammed luggage.
  • A man in a vibrant red ribbed sweater and dark sunglasses strides through an airport terminal, pulling a patterned monogram roller suitcase topped with a…
  • A full-length fashion photograph of a woman walking through an airport terminal, pulling a monogrammed suitcase with a matching duffle bag balanced on top.
  • A man and a woman walk through a modern airport terminal carrying a coordinated set of tan Gucci monogrammed luggage.
  • A woman with long dark hair and a camel-toned wool coat poses against a stark white paneled wall.
  • A square, minimalist white book titled 'MILANO ANCORA' in large black sans-serif lettering sits angled on a dark charcoal surface.
  • A vibrant, glowing red digital display dominates the frame, featuring the word "ANCORA" in bold, luminous letters at the center.
  • A woman with sharp black bangs and a vibrant red floor-length gown smiles while holding a quilted cream shoulder bag with a gold interlocking-G logo.
  • A bellhop with a panicked expression struggles to balance an overwhelming stack of luxury luggage and gift boxes inside an elegant, wood-paneled elevator.
  • A minimalist graphic features the word "GUCCI" centered in a bold, white, serif typeface.
  • A minimalist graphic banner features the word "GUCCI" in a clean, white serif typeface centered against a solid black background.

Imagery product

148 images

Product imagery presents Gucci designs clearly while showing their materials, construction, signature hardware, and styling. The men’s shoe assortment includes Horsebit loafers, Jordaan loafers, Gucci Ace sneakers, Screener and Rhyton sneakers, and other styles; its editorial framing pairs product-focused views with campaign imagery.

  • A close-up shot focuses on a person's legs in navy blue trousers and black leather bit loafers walking across a plush red carpet.
  • A side profile product shot of a single black leather bit loafer against a plain white background.
  • A male model stands center-frame in a studio full-shot against a solid gray background, wearing an experimental pinstripe suit.
  • A close-up studio shot highlights a pair of black leather horsebit loafers worn with dark, subtly patterned pinstripe trousers.
  • A high-angle studio photograph of a single black leather bit loafer set against a neutral, light gray background.
  • A side-profile product shot shows a classic reddish-brown leather bit loafer set against a plain white background.
  • A side-profile product shot of a single mahogany brown leather bit loafer.
  • A close-up studio shot from a low rear angle focuses on the heel of a polished brown leather loafer.
  • A high-angle studio shot features a pair of classic brown leather loafers with silver horsebit hardware set against a clean, off-white background.
  • A side-profile product shot of a classic black leather horsebit loafer, positioned against a plain white background.
  • A pair of classic black leather horsebit loafers is showcased in a clean studio product shot against a solid white background.
  • A close-up studio photograph focuses on a pair of black leather horsebit loafers worn with light-wash, straight-leg denim jeans.
  • A pair of black leather loafers is presented in a rear-view product shot against a plain white background.
  • A single dark brown leather loafer is shown in profile against a plain white background.
  • A high-fashion studio full-shot features a person in an eclectic black leather blazer, wide-leg trousers, and large wraparound sunglasses against a stark…
  • A close-up studio photograph focuses on a single dark brown leather loafer with a signature gold horsebit buckle.
  • A single dark chocolate brown leather bit loafer is presented in a clean studio product shot against a neutral off-white background.
  • A side profile product shot of a single men's black leather bit loafer.
  • A pair of sleek, black leather loafers is presented in a studio product shot against a plain white background.
  • A close-up studio shot captures a person from the shins down wearing black leather bit loafers with gold hardware and white crew socks.
  • A direct back-view product shot of a pair of black leather loafers centered against a plain white background.
  • A single dark brown leather bit loafer is shown in profile against a plain white background.
  • A man stands in a full-length fashion shot against a seamless neutral gray background, wearing a charcoal pinstripe suit with oversized, flared cuffs and…
  • A close-up studio shot of a person's lower legs wearing brown leather loafers with silver bit hardware.
  • A single, deep mahogany leather bit loafer is presented in a studio product shot against a soft grey background.
  • A single dark brown burnished leather horsebit loafer is captured from a profile view against a plain white background.
  • A side-angle studio product shot of a pair of deep chocolate brown leather horsebit loafers set against a plain white background.
  • Dark brown leather horsebit loafers and cuffed indigo denim jeans are the focus of this seated fashion shot.
  • A rear-view studio product shot of a pair of dark brown leather loafers on a plain white background.
  • A single tan leather bit loafer is shown in profile against a plain white background.
  • A single tan leather horsebit loafer is positioned diagonally in a high-angle studio shot against a clean, neutral grey background.
  • A professional studio product shot features a single tan leather loafer in a profile view against a neutral, gradient grey background.
  • An extreme close-up product shot focuses on the silver horsebit hardware and fine stitching of a tan leather loafer.
  • A pair of white leather sneakers with iconic green and red webbing are showcased as a holiday gift against a dark wood-paneled corner.
  • A single white leather low-top sneaker is shown in profile against a plain white background.
  • A full-body studio photograph of a Black man with a stoic expression, dressed in a faded, vintage-wash denim tracksuit consisting of a zip-up mandarin collar…
  • A close-up studio shot captures a person from the waist down wearing dark-wash, straight-leg jeans and white leather low-top sneakers.
  • A white leather low-top sneaker is showcased in a clean product shot against a neutral, light grey background.
  • A side-profile product shot of a low-top white leather sneaker featuring an interlocking 'G' logo rendered in fine perforations on the side panel.
  • A single, pristine white leather low-top sneaker is angled toward the right against a soft gray gradient background.
  • A single white leather low-top sneaker is shown in profile against a gradient grey background with dramatic studio lighting from above.
  • A close-up studio shot of a pristine white leather low-top sneaker highlights a perforated interlocking 'G' logo on the side.
  • A single Gucci Ace sneaker is shown from a side profile against a plain white background.
  • A male model stands against a clean, light grey studio background, dressed in a full Gucci ensemble including a white t-shirt featuring the gold "GUCCI" logo…
  • A low-angle fashion shot features a pair of wide-leg, vintage-wash blue jeans pooling over low-top sneakers.
  • A single black leather sneaker is shown in profile against a stark white background.
  • A man stands in a full-length studio shot wearing a sleek black tracksuit set with distinctive red and green stripes running down the sleeves and pant legs.
  • A close-up studio photograph focuses on a person's lower legs and feet, showcasing black track pants with a bold green and red side stripe.
  • A single matte black leather low-top sneaker is captured in a high-angle studio product shot against a light grey gradient background.
  • A studio product shot of a low-top white sneaker featuring a distinctive navy blue and red striped webbing on the side.
  • A man stands in a confident full-length studio portrait against a neutral grey backdrop wearing a charcoal hooded zip-up jacket over a white V-neck t-shirt.
  • A close-up studio shot highlights a pair of dark wash denim jeans with a distinctive green and red vertical stripe down the side.
  • A single white leather sneaker is presented at a three-quarter angle against a plain white background with soft shadows.
  • A single dark grey, perforated leather sneaker is shown in profile against a plain white background.
  • A man stands in a full-length studio portrait against a neutral gray background, wearing a charcoal-washed denim bomber jacket over a black hoodie and v-neck…
  • A close-up fashion shot focuses on a pair of dark, wide-leg trousers featuring a distinct vertical green and red stripe along the outer side seam.
  • A single grey leather Gucci sneaker sits at a three-quarter angle against a neutral white background.
  • A pair of slip-on shoes featuring a beige canvas with a repeating brown interlocking double-G pattern are balanced vertically against each other.
  • This product shot features a side profile of a beige and tan slip-on shoe with a rounded, upward-sloping toe.
  • A man stands in a full-length studio portrait wearing a high-fashion, metallic gold ensemble against a seamless white background.
  • A close-up studio shot highlights a pair of beige boots entirely covered in the classic Gucci interlocking 'G' logo pattern, worn with shimmering metallic…
  • A single, beige slip-on sneaker featuring an all-over interlocking 'GG' monogram print is displayed at a three-quarter angle.
  • A single, black low-cut athletic slip-on shoe is shown in a studio product shot from a side profile against a plain white background.
  • A person with braided hair stands in a full-length studio portrait wearing a dark, technical motorcycle-style leather jacket with the word 'PRIMAVERA'…
  • A close-up studio photograph focuses on a person's legs and feet wearing futuristic black scuba-style boots with a distinctive red and green stripe running…
  • A single black slip-on mesh shoe with a distinct green and red striped webbing ribbon running down the center of the tongue and over the toe box.
  • A single Gucci sneaker is captured from a side profile against a solid white background.
  • A side-angle product shot of a pair of low-top sneakers featuring a mix of white leather and beige GG monogram canvas panels.
  • A low-angle studio shot focuses on a person's lower half as they step forward, showcasing Gucci monogrammed sneakers and brown trousers.
  • A studio product shot features a pair of cream and white Gucci Mac80 sneakers viewed directly from the back against a white background.
  • A single black leather sneaker is shown in profile from the side against a white background.
  • A pair of black low-top sneakers are shown at an angle against a white background, featuring a mix of pebbled leather and monogrammed canvas panels.
  • A full-body studio photograph of a young man standing with one hand in his pocket against a plain white background.
  • This close-up product shot focuses on a pair of black leather lace-up sneakers featuring an embossed interlocking 'G' monogram pattern across the upper.
  • A side profile of a chunky ivory-colored leather sneaker featuring the green and red Gucci stripe with a gold interlocking G logo.
  • A high-fashion studio full-length portrait features a young person with light brown hair wearing oversized dark sunglasses.
  • A close-up studio shot captures the lower legs of a person wearing straight-leg, dark wash blue jeans that bunch slightly at the ankles over a pair of…
  • A single Gucci Rhyton sneaker in ivory leather is captured in a high-angle product shot against a neutral grey background.
  • A single black leather low-top sneaker is shown from a side profile against a plain white background.
  • A man with braided hair and oversized black sunglasses stands in profile against a solid light gray background, wearing a black tracksuit with iconic green…
  • A close-up fashion shot captures the lower legs of a person standing against a neutral light gray background.
  • A black leather luxury sneaker with chunky rubber soles is positioned diagonally in a high-angle studio shot.
  • A pair of dark brown leather Gucci loafers are stacked atop one another against a soft, gradient grey background.
  • A single dark brown leather loafer is presented in a side profile studio shot against a plain white background.
  • A full-body studio photograph of a Black man posing in a sharp, deep chocolate brown tailored suit.
  • A close-up studio shot highlights a pair of deep reddish-brown leather loafers worn with matching dark chocolate trousers.
  • A single dark brown leather loafer stands out against a clean, off-white studio background.
  • A single, sleek black leather loafer is showcased in a profile product shot against a stark white background.
  • A high-fashion studio full-shot features a Black man in a stoic pose wearing a long, navy wool overcoat over a monochromatic black ensemble.
  • A close-up studio shot highlights a pair of black leather loafers worn with matching black trousers.
  • A single black leather Gucci penny loafer is captured from a high-angle studio perspective against a clean off-white gradient.
  • A single dark brown suede chukka boot is shown from a side profile against a plain white background.
  • A man stands in a three-quarter pose against a neutral grey studio background wearing a dark ribbed V-neck sweater, black wide-leg jeans, and brown suede boots.
  • A close-up fashion shot focuses on the lower legs and feet of a person wearing dark chocolate brown suede desert boots with chunky lug soles.
  • A single dark brown suede Gucci chukka boot is featured in a three-quarter studio product shot against a neutral grey gradient background.
  • A single, polished black leather lace-up boot is shown in a sharp profile view against a plain white background.
  • A man stands in an all-black luxury ensemble against a clean, light gray studio background.
  • A close-up studio photograph focuses on a person's legs and feet, featuring black leather cap-toe derby shoes with rugged lug soles.
  • A single, high-cut black leather combat boot stands angled on a white background with soft, directional lighting.
  • This profile shot features a single dark chocolate brown suede loafer with a rugged, thick black lug sole.
  • A man with long, dark curly hair and sunglasses poses in a full-body studio shot against a clean, light gray backdrop.
  • A close-up fashion shot focuses on a brown suede loafer with a chunky black lug sole, worn with dark denim trousers.
  • A single dark brown suede loafer features a bold green and red striped webbing across the tongue, accented by a metallic silver bit detail.
  • A single navy blue suede loafer is shown in a side profile studio shot against a plain white background.
  • A full-body studio portrait of a Black man posing in a sophisticated, dark outfit against a plain light gray background.
  • Deep blue suede loafers with a signature green and red webbing strap and silver horsebit hardware are the focus of this fashion product shot.
  • A single navy blue suede loafer is captured from a high-angle three-quarter view against a clean, off-white studio background.
  • A single dark chocolate brown suede loafer is shown in a profile view from the side.
  • A male model stands in a full-length studio shot wearing an all-black ensemble against a neutral gray background.
  • A close-up studio shot features a person's legs from the mid-thigh down, wearing dark, faded black denim jeans that break over dark brown suede loafers.
  • A single dark brown suede loafer is positioned diagonally across a clean, light gray surface.
  • This side-view product shot features a single navy blue suede loafer set against a plain white background.
  • A full-length studio photograph features a young man with wavy light brown hair in a deconstructed navy blue loungewear set.
  • A close-up studio photograph focuses on a pair of navy blue suede loafers with a distinctive green and red striped webbing across the vamp and a metallic…
  • A single navy blue suede loafer is positioned at a slight angle on a neutral, soft grey background.
  • A single dark brown leather loafer is presented in a clean studio product shot against a stark white background.
  • A tall man with a dark complexion stands in a full-body fashion studio shot against a minimalist light grey background.
  • A close-up studio shot highlights a single brown leather horsebit loafer, positioned vertically in the frame.
  • A single brown leather horsebit loafer is positioned diagonally across a bright white studio background.
  • A single, sleek black leather loafer is presented in profile against a stark white background.
  • A man stands centered in a full-length studio portrait wearing a dark navy tracksuit with red and green heritage stripes down the sleeves and pant legs.
  • A close-up studio shot highlights a pair of black leather horsebit loafers worn with navy blue track pants.
  • A high-angle product shot of a single black leather loafer, distinguished by a green and red striped fabric band across the vamp and a silver horsebit…
  • A pair of black leather Gucci Princetown slippers are positioned top-down on a clean white surface, with one shoe inverted so their fluffy fur linings overlap.
  • A single brown leather mule slipper is shown in a profile view from the right against a plain white background.
  • A man with long dark curls stands in profile against a solid light gray studio background, looking directly at the camera.
  • A close-up studio shot featuring a single tan leather mule loafer worn on a bare foot.
  • A single, tan leather horsebit slipper mule is angled toward the right against a plain, off-white studio background.
  • A side-profile product shot shows a black leather loafer mule featuring a prominent, fluffy black faux-fur lining that spills out from the heel and edges.
  • A man in an eccentric streetwear ensemble poses against a clean grey background, his face obscured by a tan patterned baseball cap.
  • A close-up studio photograph focuses on a pair of black leather mules lined with plush dark fur and accented with silver horsebit hardware.
  • A single black leather horsebit mule sits angled toward the right against a plain, light grey backdrop.
  • A side profile shot of a low-profile loafer crafted from tan canvas featuring an all-over repeating interlocking 'G' logo pattern.
  • A man stands in a full-body fashion shot against a light grey studio background, wearing a ribbed brown V-neck sweater and dark trousers.
  • A high-angle fashion shot focuses on a person's legs and feet wearing dark charcoal-colored trousers and beige loafers.
  • A high-angle studio product shot showcases a tan Gucci Horsebit loafer featuring the iconic 'GG' monogram canvas pattern throughout.
  • A side-profile product shot features a single black leather loafer against a plain white background.
  • A studio product shot of a pair of slim, black leather horsebit loafers set against a plain white background.
  • A full-length fashion studio shot captures a person with shaggy brown hair and sunglasses posing against a stark white background.
  • A close-up studio shot highlights a pair of slim black leather loafers with silver horsebit hardware, worn with wide-leg black trousers.
  • A single, sleek black leather driving loafer is shown from a sharp profile view against a stark white background.
  • A high-fashion studio photograph features a fair-skinned individual with short blond hair posing in a layered olive-green trench coat over a black hoodie and…
  • A close-up studio shot highlights a pair of sleek, black leather square-toe loafers with a small silver emblem on the side.
  • A sleek, black leather loafer with a slim profile and a soft, almond-shaped toe box.
  • A single beige loafer with a pointed toe and flat black sole is shown in a side-profile studio shot.
  • A man stands in a full-length studio portrait against a neutral gray background, wearing oversized black shield sunglasses that dominate his face.
  • A close-up studio shot highlights the lower legs of a person wearing black denim trousers and beige loafers.
  • A single beige and brown canvas loafer with an elongated square toe sits angled toward the right.

Imagery interface

5 images

Gucci’s online experience includes product discovery, filtering and sorting, product try-on, account and service flows, order tracking, and region-specific client support. Preserve these screens as brand product-experience references; adapt labels and details to the relevant market and task.

  • A wide-view product shot features a beige Gucci canvas tote bag with a repeating brown interlocking G logo pattern and a centered green and red stripe.
  • A high-contrast black and white QR code features the WhatsApp logo embedded in its center.
  • A classic black-and-white QR code graphic.
  • A sleek smartphone rests at a diagonal angle on a textured dark surface, its screen displaying a black-and-white image of a Gucci shopping bag and a small…
  • A square black and white QR code graphic.

Download Gucci’s Brand Skill

A Brand Skill is a folder of brand guidance written for agents. Give it to Claude, ChatGPT, Cursor or another agent and ask it to follow Gucci’s guidelines. It starts at SKILL.md, which points to the right file for each task.

It has the guidance, 169 images and the logos. The font files belong to Guccio Gucci S.p.A, so they’re left out.

Download the Brand SkillZIP, 7.0 MB

gucci-brand-skill/

├ SKILL.md

├ README.md

├ references/

│ ├ dos-and-donts.md

│ ├ voice.md

│ ├ colors.md

│ ├ logo.md

│ ├ imagery-editorial.md

│ ├ imagery-product.md

│ ├ imagery-interface.md

│ └ typography.md

└ assets/

├ images/

└ logos/

Rainbrand’s Brand Agent built this Brand Skill from gucci.com on 3 Nov 2026. It isn’t Gucci’s official guide. Reviewed by Siddharth Borderwala, Founding Engineer at Rainbrand.

Gucci and its logos are trademarks of Guccio Gucci S.p.A. Rainbrand isn’t affiliated with or endorsed by Guccio Gucci S.p.A.

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