Diesel have experimented with the logotype so the width fitted into the standard red Diesel rectangle. The x-height was raised to compensate for the lack of width, yet by doing this a more allertive and immediate nature is given to the letterforms. The high impact red contrasts the snapshot image, referencing a Barbra Kruger aesthetic. Again, Diesel are using fashion advertising with underlying signs of protest, also suggestive of how someones life could be in a their products as they represent that lifestyle. The composition of the adverts are more like 35mm images, candid and spontaneous.
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