Nova era logotipa

Nova era logotipa: kako i zašto su modni brendovi raskinuli s prošlošću


U poslednjih par godina srećemo se sa trendom redizajna logotipa poznatih modnih brendova, od luksuznih do mainstream.

Najčešći komentar stručne kritike i ljudi na društvenim mrežama je da sad svi liče jedni na druge. I liče, kad ih sve poređamo na papir. Da li je to zato što svi logotipi pripadaju istoj industriji ili je ta sličnost u ovom trenutku nevažna? Zato će mi se u razgovoru u vezi sa ovom temom pridružiti koleginica Brankica Ilić, art direktorka u našoj agenciji, koja će dati osvrt iz ugla svoje profesije, a i ličnih afiniteta.  

Jelena: Primetila sam da su promene različite, u grafičkom smislu. Kod nekih logotipa je u pitanju samo manja intervencija, a kod nekih je redizajn radikalno izvršen. Kako ti vidiš razloge koji stoje iza toga i pravac u kojem su promene otišle?

Brankica: Osveženje vizuelnog identiteta je potreba svakog brenda koji želi da ostane savremen i u igri na tržištu sa konkurencijom. I redizajn logotipa uglavnom podrazumeva korak napred.

Potrošači se vezuju za brend i nekada ih i najmanja promena uznemiri, ali često nisu svesni sa kojom problematikom se brend suočava, i da mora da se menja da bi živeo.

Luksuzni modni brendovi, o kojima se najviše pričalo u zadnje vreme, poput Celine, Calvin Klein, Burberry, Balenciaga, Saint Laurent odlučuju se za jednostavan sans serif dizajn. I da, mnogi su se zapitali da li to sada brendovi liče jedan na drugi. Ali treba sagledati i koje su prednosti jedne takve promene, a to je pre svega estetika sans serif fontova koja je čistija i čitljivija, te se novi logotip ponaša mnogo bolje online. I pruža daleko veće mogućnosti u brendingu.

Jelena: Kako će se promena odraziti na apetit konzervativnih potrošača s obzirom na to da su u pitanju heritage brendovi? I ako su logotipi sada uniformisani, da tako kažem, da li gube na identitetu?

Brankica: Da, ali nije li to negde i odraz opšte globalizacije, vremena u kome živimo. Brendovi brišu razlike, a vreme će pokazati gde to vodi njihov odnos sa potrošačima. Gledano s umetničke strane, ta homogenost je opasna po kreativnost, ali evidentno je da je ovo ulazak u jednu novu eru.

Novi Burberry logo, koji se nije mnogo menjao od njegovog nastanka pre 100 godina je sada moderan, osnažen, ali bez starog konjanika, i bez tradicionalne engleske tipografije. No ipak, negde se ne želi skroz pobeći od nasleđa, što potvrđuje i ispis London England ispod logotipa. Delo je čuvenog dizajnera Pitera Sevila (Peter Saville), koji je pre par godina promenio identitet i za Calvin Klein. Monogram Thomas Burberry, čiji je autor Rikardo Tiši (Riccardo Tisci), novi modni dizajner kuće Burberry, inspirisan je svilenim košuljama 80-ih i 90-ih, gde je opet tradicija upakovana na nov, moderan način.

Pre 7 godina, Hedi Sliman (Hedi Slimane), skraćuje Yves Saint Laurent u Saint Laurent, ispisan jednostavnim sans serif fontom, sa potpisom Paris, a nedavno, isti čovek menja Celine zbog bolje proporcije, vraćajući se u period 60-ih kad akcenat na „e“ nije korišćen. Definitivno se tradicija sada komunicira na drugačiji način.

Jelena: Imamo li slične primere promene logotipa u drugim kategorijama?

Brankica: Isti trend ispratili su proteklih godina i Google, Uber, Visa, Mastercard, Airbnb, Instagram, Netflix, Starbucks i mnogi drugi.

Pojednostavljivanje, kako u tipografiji, tako i u simbolima koji čine vizuelni identitet, javlja se kao potreba da jedan brend prodiše kroz nove komunikacione kanale.

Jelena: Slučaj Zara. Moj prvi utisak je bio – uh, ne znam šta da mislim. Kad sam videla logotip u primeni imala sam potpuno drugačiji utisak. Logotip, bez obzira na to što su ga neki pročitali kao Zaba, logično je evoluirao i lepo radi. Kakvo je tvoje mišljenje? 

Brankica: Iako nedopustivo igranje sa kerningom u tipografiji, kao i vizuelno podsećanje na Harper’s Bazaar, meni se dopao na prvi pogled. :) Ovde je slučaj drugačiji, iz jednostavnog ispisa sa razmaknutim slovima, slova prelaze u serifna sa velikim razlikama u debljini linija, i preklapaju se. Ali videćemo koliko će ova promena raditi na dugoročnom nivou. Za sad deluje sveže, a možda je i najava za prelazak na teritoriju luksuznijih brendova (rezultat je rada agencije Baron & Baron, čiji je osnivač Fabien Baron već ostavio svoj pečat u luksuznim brendovima poput Dior-a).

Jelena: Šta se dešava sa domaćim brendovima, mislim na one koji postoje dugi niz godina. Modna kuća Mona pokušava da odabirom influensera i kolekcijama podmladi ciljnu grupu, dok logotip sve vreme miruje. Ima li drugačijih primera gde brend ide u korak s vremenom i pokazuje zrelost da se transformiše?

Brankica: Po meni, te promene moraju da idu u kompletu da bi imale pun efekat, znači potrebno je uskladiti i izgled logotipa. Mi smo malo tržište, ali ipak, pitanje je vremena kada će se kod naših brendova javiti potreba za tom promenom ili tačnije, šta će ih naterati da to urade. Ne mislim samo na modnu industriju, već uopšte. To svakako nosi sa sobom i dodatna ulaganja, kao i određene rizike. Ali sigurno rešenje podrazumeva: napraviti pravi profesionalni izbor, uz poverenje i ugledanje na uzore. Kada vidite da se drugi oko vas menjaju, morate se zapitati gde ste vi i šta želite, ili ne želite. Drugim rečima, gde se vidite u budućnosti.

Pokušavam da se setim nekog primera u fashion industriji kod nas. Recimo, Ivko Woman brend, (nekada Trikotaža Ivković). Mislim da oni to rade veoma dobro.

 

Autorke teksta: Jelena Simić i Brankica Ilić, Ovation BBDO

Profil

Morate se ulogovati da biste poslali poruku
Uloguj se | Registruj se

Komentari

leonelpret's picture
leonelpret
20:31 23/05/19

Replika na komentar | Designed.rs - Dizajn web portal

When I originally commented I clicked the "Notify me when new comments are added" checkbox and now


each time a comment is added I get several e-mails with the same comment.


Is there any way you can remove people from that service? Cheers!











Feel free to surf to my site ... Agen Judi Bola Online Terpercaya

renate4920's picture
renate4920
23:37 28/05/19

Replika na komentar | Designed.rs - Dizajn web portal

Wonderful blog! I found it while searching on Yahoo News.


Do you have any tips on how to get listed in Yahoo News? I've been trying for a while but


I never seem to get there! Cheers





My website :: https://beleanketo.org/

beatricema's picture
beatricema
22:05 31/05/19

Replika na komentar | Designed.rs - Dizajn web portal

Terrific posts from you, man. I’ve figured out your idea and you’re


simply really great. I really like what you've got


here, truly like what you’re saying as well


as the way by which you say it. You make it interesting.


I cant wait to read much more from you. This is really a wonderful website.








Here is my blog - online physic reading free

kirbymahmo's picture
kirbymahmo
00:45 05/06/19

Replika na komentar | Designed.rs - Dizajn web portal

Hey there this is kinda of off topic but I was wanting to know if


blogs use WYSIWYG editors or if you have to manually code with HTML.


I'm starting a blog soon but have no coding know-how so I wanted to


get advice from someone with experience. Any help would be


enormously appreciated!





Also visit my web site; Keto 6tm Reviews

collinbloh's picture
collinbloh
05:12 06/06/19

Replika na komentar | Designed.rs - Dizajn web portal

It?s nearly impossible to find experienced people about


this topic, however, you sound like you know what you?re talking about!





Thanks





Feel free to visit my web page :: https://meltandtrim800.com/

haiuyv4606's picture
haiuyv4606
01:09 29/05/19

Replika na komentar | Designed.rs - Dizajn web portal

Very interesting subject, thank you for putting up.








Feel free to visit my page ... Max Fit Keto Review

loisbloom9's picture
loisbloom9
15:04 31/05/19

Replika na komentar | Designed.rs - Dizajn web portal

This design is amazing! You evidently know how to keep a reader entertained.


Between your humor and your videos, I was almost moved to start my own blog.


Fantastic job. I really enjoyed what you had to say, and more than that, how you presented it.


Too awesome!





Feel free to surf to my blog: best phone psychic

tashaztq04's picture
tashaztq04
07:26 05/06/19

Replika na komentar | Designed.rs - Dizajn web portal

Thanks for the marvelous posting! I genuinely enjoyed reading it, you happen to be a great author.I will remember to bookmark


your blog and definitely will come back from now on. I want to encourage one to continue your great writing, have a nice morning!








Feel free to surf to my homepage; Togel Online

chandrakin's picture
chandrakin
09:20 05/06/19

Replika na komentar | Designed.rs - Dizajn web portal

I'm still learning from you, but I'm trying


to achieve my goals. I absolutely love reading all that is


written on your website.Keep the stories coming. I liked it!











Take a look at my web blog - LivetvGlobal

alannahgal's picture
alannahgal
01:07 07/06/19

Replika na komentar | Designed.rs - Dizajn web portal

Hi! This post could not be written any better! Reading through this post reminds me of


my good old room mate! He always kept talking about this.


I will forward this page to him. Fairly certain he will have a good read.


Many thanks for sharing!





Here is my web blog - Slim Physics Keto Reviews

maikfarquh's picture
maikfarquh
09:02 07/06/19

Replika na komentar | Designed.rs - Dizajn web portal

Incredible points. Sound arguments. Keep up the amazing spirit.








Visit my website: JoyelleDerma Reviews

eduardobay's picture
eduardobay
10:31 28/05/19

Replika na komentar | Designed.rs - Dizajn web portal

Hi there, after reading this remarkable post i am as


well cheerful to share my know-how here with colleagues.








My blog: Ceme Online (Elvis)

reece15411's picture
reece15411
23:36 28/05/19

Replika na komentar | Designed.rs - Dizajn web portal

This is my first time pay a visit at here and i am in fact pleassant to read all at one place.








Here is my site - Dewapoker

nicholburf's picture
nicholburf
17:51 03/06/19

Replika na komentar | Designed.rs - Dizajn web portal

Well I sincerely enjoyed studying it. This article offered by


you is very practical for good planning.





Review my page - chó poodle

nevabayleb's picture
nevabayleb
11:17 04/06/19

Replika na komentar | Designed.rs - Dizajn web portal

I like what you guys are up too. This type of clever work and coverage!


Keep up the terrific works guys I've included you guys to my


own blogroll.





Here is my web site; https://keto6tm.org/

milanmcken's picture
milanmcken
05:56 05/06/19

Replika na komentar | Designed.rs - Dizajn web portal

I enjoy this blog ɑ lot, saved to my favorite bookmarks.








Ꮇʏ weblog :: real psychic readings - Leroy -

isobelparm's picture
isobelparm
02:00 06/06/19

Replika na komentar | Designed.rs - Dizajn web portal

Hiya very nice blog!! Guy .. Beautiful .. Amazing .. I will bookmark your web site and


take the feeds additionally...I'm satisfied to


search out a lot of useful information right here in the submit,


we'd like work out more strategies on this regard, thank you for sharing.








Take a look at my blog post :: https://meltandtrim800.com/

dolliebett's picture
dolliebett
04:13 24/05/19

Replika na komentar | Designed.rs - Dizajn web portal

Hello, I enjoy reading through your article post. I wanted to write a little comment to support you.








Take a look at my page http://qa.1worship.org

agnescowen's picture
agnescowen
05:48 27/05/19

Replika na komentar | Designed.rs - Dizajn web portal

Wow! This blog looks exactly like my old one! It's on a totally different topic but it has pretty much the


same page layout and design. Wonderful choice of colors!








Also visit my page ... Judi Online (Warner)

jessegolde's picture
jessegolde
22:07 29/05/19

Replika na komentar | Designed.rs - Dizajn web portal

prix du tadalafil boite de 8 http://cialisps.com/ buy cialis generic.


why does tadalafil give you a headache.





Here is my weblog; generic cialis

consuelosa's picture
consuelosa
06:57 04/06/19

Replika na komentar | Designed.rs - Dizajn web portal

I am very happy to read this. This is the kind of


manual that needs to be given and not the accidental misinformation that is at the other blogs.


Appreciate your sharing this best doc.





my web-site - Premigen Male Enhancement Pills

aletheapan's picture
aletheapan
17:06 06/06/19

Replika na komentar | Designed.rs - Dizajn web portal

I have not checked in here for some time as I thought it


was getting boring, but the last several posts are


good quality so I guess I will add you back to my


daily bloglist. You deserve it friend :)





My blog post; Tested Hemp CBD Oil Review

tillyricha's picture
tillyricha
04:31 16/05/19

Replika na komentar | Designed.rs - Dizajn web portal

I'm really enjoying the theme/design of your site.


Do you ever run into any internet browser compatibility problems?


A small number of my blog audience have complained about my site not operating correctly


in Explorer but looks great in Firefox. Do you have any suggestions to help fix this problem?








Have a look at my web page Brenton

steffenprb's picture
steffenprb
05:21 16/05/19

Replika na komentar | Designed.rs - Dizajn web portal

I do accept as true with all of the concepts you've offered on your post.


They're really convincing and will certainly work.


Still, the posts are too quick for starters. May you please extend


them a bit from next time? Thanks for the post.











my site - https://ketoinfinite.net/

vanessa31h's picture
vanessa31h
23:03 28/05/19

Replika na komentar | Designed.rs - Dizajn web portal

I dugg some of you post as I thought they were invaluable very beneficial.











Review my web page: NovaBelle Skin Care

mairagrimm's picture
mairagrimm
21:06 29/05/19

Replika na komentar | Designed.rs - Dizajn web portal

Outstanding quest there. What occurred after? Thanks!





Look at my website ... poultry business

lilygriffi's picture
lilygriffi
15:40 23/05/19

Replika na komentar | Designed.rs - Dizajn web portal

Today, while I was at work, my sister stole my iPad aand


tested to see if it can survive a 40 fopot drop, jus so she can be a youtube sensation. My apple ipad


is now destroyed and she has 83 views. I know this iss


entirely off topic but I had to share it with someone!








Allso visit my website - parking sensors valeo (Finn)

nateouelle's picture
nateouelle
10:15 26/05/19

Replika na komentar | Designed.rs - Dizajn web portal

It’s truly a nice and also helpful piece of info. I’m


glad that you just shared this very helpful


info with us. Please keep us up to date. Thanks for sharing.








Stop by my web-site - most accurate astrology readings on web

oliviamccr's picture
oliviamccr
19:08 31/05/19

Replika na komentar | Designed.rs - Dizajn web portal

You made some pretty good points there. I looked on the internet for


the issue and found many people will go along


with your website.





my page ... Psychic giant

ericaterry's picture
ericaterry
00:03 06/06/19

Replika na komentar | Designed.rs - Dizajn web portal

Hi everyone, it's my first pay a visit at this site, and article


is actually fruitful in support of me, keep up posting such content.








Visit my web site: Togel Online

kfumilagro's picture
kfumilagro
12:21 06/06/19

Replika na komentar | Designed.rs - Dizajn web portal

Hello, I enjoy reading all of your article post. I wanted to


write a little comment to support you.





Feel free to surf to my site Keto 6tm

roslynw203's picture
roslynw203
21:39 07/06/19

Replika na komentar | Designed.rs - Dizajn web portal

Great post. I used to be checking constantly this weblog


and I'm impressed! Extremely helpful information particularly the remaining phase :) I care for such info a lot.





I was seeking this certain information for a long time.


Thanks and best of luck.





my web site Alpha Femme Keto

venettabro's picture
venettabro
09:15 18/04/19
ray5840712's picture
ray5840712
17:58 23/04/19

Replika na komentar | Designed.rs - Dizajn web portal

It?s hard to find experienced people in this particular topic, but you sound like you know what you?re talking about!


Thanks





Stop by my web blog ... Top Shelf Bread

jensbutton's picture
jensbutton
21:26 15/05/19

Replika na komentar | Designed.rs - Dizajn web portal

This is very interesting, You’re a very


skilled blogger. I have joined your feed and look forward to reading more of your outstanding post.


Additionally, I have shared your website in my social networks!








My weblog; Tracee

lynnlavate's picture
lynnlavate
23:10 15/05/19

Replika na komentar | Designed.rs - Dizajn web portal

This is a great blog i should say, I usually i do not


post remarks on other blogs however would like to point out that this post definitely forced me to


do so!





my web site ... best psychics - cheapphonepsychicreadings.blogspot.com,

gingery77's picture
gingery77
00:01 22/05/19

Replika na komentar | Designed.rs - Dizajn web portal

I'm gone to inform my little brother, that he should also go to see this blog on regular


basis to obtain updated from latest news update.





my page lucrative business

lilliekzj9's picture
lilliekzj9
07:37 26/05/19

Replika na komentar | Designed.rs - Dizajn web portal

I am continuously browsing online for ideas that will benefit me.


And I have found yours. Kudos!





my weblog; psychic giant

robynmii28's picture
robynmii28
17:25 27/05/19

Replika na komentar | Designed.rs - Dizajn web portal

Hi there just wanted to give you a quick heads up.





The words in your article seem to be running off


the screen in Chrome. I'm not sure if this is a formatting issue or something to do


with internet browser compatibility but I thought I'd post


to let you know. The layout look great though! Hope you get the problem


solved soon. Thanks





My site :: fortnite Skins

tylerkhan's picture
tylerkhan
19:10 27/05/19

Replika na komentar | Designed.rs - Dizajn web portal

No matter if some one searches for his necessary thing,


so he/she desires to be available that in detail, thus that thing is maintained over here.








My web page ... Poker Terpercaya (ickaknihyxym.mihanblog.com)

melaineqlz's picture
melaineqlz
16:37 26/05/19

Replika na komentar | Designed.rs - Dizajn web portal

Your style is really unique compared to other people


I have read stuff from. Many thanks for posting when you


have the opportunity, Guess I'll just book mark this


web site.





Feel free to visit my web blog :: fortnite account generator

amparoofla's picture
amparoofla
07:38 22/05/19

Replika na komentar | Designed.rs - Dizajn web portal

I was wondering if you ever considered changing the structure of your site?


Its very well written; I love what youve got


to say. But maybe you could a little more in the way of content so people could connect with it better.


Youve got an awful lot of text for only having


1 or two pictures. Maybe you could space it out better?








Feel free to visit my site - Lavern

rudycostas's picture
rudycostas
07:56 26/05/19

Replika na komentar | Designed.rs - Dizajn web portal

Thanks a bunch for sharing this with all folks you really


know what you are talking approximately! Bookmarked. Please


additionally visit my site =). We will have a hyperlink trade arrangement between us





Feel free to visit my web page: Judi Poker - Demi,

rixdominga's picture
rixdominga
02:17 25/05/19

Replika na komentar | Designed.rs - Dizajn web portal

I appreciate this article, I'm a big fan of this website and I would certainly like to kept


updated.





Also visit my webpage :: best love psychics

caroleeskr's picture
caroleeskr
10:29 26/05/19

Replika na komentar | Designed.rs - Dizajn web portal

I like this site a lot. Amazing info.





Also visit my blog post :: psychic giant

chantaledm's picture
chantaledm
12:55 28/05/19

Replika na komentar | Designed.rs - Dizajn web portal

Howdy! This is kind of off topic but I need some advice from an established blog.


Is it very hard to set up your own blog? I'm not very techincal but I


can figure things out pretty quick. I'm thinking about setting up my own but I'm not sure where to


begin. Do you have any ideas or suggestions? Thanks





My blog post Poker Terpercaya - Hilario -

brendaghn's picture
brendaghn
10:03 23/05/19

Replika na komentar | Designed.rs - Dizajn web portal

This information is priceless. How can I find out


more?





My blog post: Dewapoker (Jani)

nnpmarilyn's picture
nnpmarilyn
08:36 25/05/19

Replika na komentar | Designed.rs - Dizajn web portal

Pretty nice post. I just stumbled upon your weblog and wished to say that I've


really enjoyed surfing around your blog posts.


After all I'll be subscribing to your feed and I hope you write again very soon!





Also visit my blog post: Poker Terpercaya (Emma)

internatio's picture
internatio
05:15 26/05/19

Replika na komentar | Designed.rs - Dizajn web portal

What's up to all, how is all, I think every one is


getting more from this web site, and your views are nice designed for new people.








my weblog: online pharmacies

miquel95t5's picture
miquel95t5
06:54 26/05/19

Replika na komentar | Designed.rs - Dizajn web portal

Thanks for another outstanding article. Remarkable job.








Here is my weblog free psychic readers

Tip of the day

"Simplicity is the ultimate sophistication"
 

Leonardo da Vinciviše
Mouse Eye Tracking by PicNet Software Development Services