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

sherlynhen's picture
sherlynhen
23:53 28/02/19

Replika na komentar | Designed.rs - Dizajn web portal

Hi there just wanted to give you a brief heads up and


let you know a few of the images aren't loading properly.





I'm not sure why but I think its a linking issue.


I've tried it in two different web browsers and both show the same outcome.











Se você quiser saber um pouco mais de dados, recomendo que


visualize este web site: visit this weblink

suzettenav's picture
suzettenav
03:40 28/02/19

Replika na komentar | Designed.rs - Dizajn web portal

I do trust all of the concepts you have introduced


on your post. They're very convincing and will definitely work.


Nonetheless, the posts are very quick for novices. May just you please lengthen them a bit from subsequent time?





Thank you for the post.





Here is my blog :: click

kermitqwn's picture
kermitqwn
06:47 03/03/19

Replika na komentar | Designed.rs - Dizajn web portal

We're a group of volunteers and starting a new scheme


in our community. Your site provided us with valuable information to work on.


You have done a formidable job and our whole community will be thankful to you.








Here is my web page :: This Webpage (cowtaste6.asblog.cc)

cathleengi's picture
cathleengi
22:01 04/03/19

Replika na komentar | Designed.rs - Dizajn web portal

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


getting more from this website, and your views are nice in favor


of new users.





Here is my site; visit link

tameradwx0's picture
tameradwx0
05:00 05/03/19

Replika na komentar | Designed.rs - Dizajn web portal

If you are going for best contents like I do, only pay a quick visit this web page daily since it offers quality contents,


thanks





Also visit my web-site: mouse click the following website page

shirleenro's picture
shirleenro
17:14 05/03/19

Replika na komentar | Designed.rs - Dizajn web portal

My brother suggested I might like this website. He was


totally right. This submit actually made my day.


You can not believe just how so much time I had spent for this information! Thanks!








Also visit my webpage :: just click the up coming internet site

garfieldg5's picture
garfieldg5
01:47 07/03/19

Replika na komentar | Designed.rs - Dizajn web portal

Heya i'm for the primary time here. I came across this board and I find It really useful & it helped


me out a lot. I'm hoping to present one thing back and help others such as you helped me.








Also visit my site :: address here (evantomholt6.soup.io)

clarkl5680's picture
clarkl5680
09:16 11/03/19

Replika na komentar | Designed.rs - Dizajn web portal

I love your blog.. very nice colors & theme. Did you design this website yourself or did you hire someone to do it for you?


Plz reply as I'm looking to create my own blog and would like to know where u got this from.


thanks





Feel free to visit my web page: visit the up coming article (ericawynn7986.soup.io)

ramoncas58's picture
ramoncas58
17:08 13/03/19

Replika na komentar | Designed.rs - Dizajn web portal

Hi, i read your blog occasionally and i own a similar one and i was


just wondering if you get a lot of spam responses?


If so how do you reduce it, any plugin or anything you can recommend?


I get so much lately it's driving me mad so any assistance


is very much appreciated.





Feel free to visit my website: Extra resources - melissahilliard27.Wikidot.com,

felicitas9's picture
felicitas9
03:16 14/03/19

Replika na komentar | Designed.rs - Dizajn web portal

Hello colleagues, its fantastic post about educationand entirely defined, keep it up all the time.








my blog ... More hints

raleighmin's picture
raleighmin
04:04 15/03/19

Replika na komentar | Designed.rs - Dizajn web portal

Incredible story there. What occurred after? Good luck!





Feel free to visit my web-site just click the following webpage [barbarazhang16823.wikidot.com]

jilliansim's picture
jilliansim
23:24 19/03/19

Replika na komentar | Designed.rs - Dizajn web portal

Hi there, I enjoy reading through your post. I wanted to


write a little comment to support you.





Feel free to visit my homepage :: room Style

briannebou's picture
briannebou
00:29 20/03/19

Replika na komentar | Designed.rs - Dizajn web portal

I really like your blog.. very nice colors & theme. Did you design this website


yourself or did you hire someone to do it for you?





Plz respond as I'm looking to construct my own blog and would like


to know where u got this from. kudos





Take a look at my website: simply click the next internet page

morganbrut's picture
morganbrut
17:40 20/03/19

Replika na komentar | Designed.rs - Dizajn web portal

Wow, wonderful blog structure! How long have you been running a blog for?


you make running a blog glance easy. The entire glance


of your website is fantastic, as well as the content!





Feel free to visit my site - look At this Website

claytoncan's picture
claytoncan
11:46 21/03/19

Replika na komentar | Designed.rs - Dizajn web portal

What i don't realize is in fact how you are now not actually much more well-preferred than you might be now.


You are very intelligent. You understand thus considerably on the subject of this topic, made me for my part


consider it from a lot of numerous angles. Its like women and men aren't involved until it is one thing to accomplish with Girl gaga!





Your individual stuffs excellent. All the time maintain it up!








my web site Suggested Webpage

mwvdoris79's picture
mwvdoris79
06:37 27/03/19

Replika na komentar | Designed.rs - Dizajn web portal

Wow, this post is good, my sister is analyzing these


kinds of things, therefore I am going to tell her.











Check out my web-site; Water leaks

jillsimcox's picture
jillsimcox
13:47 28/03/19

Replika na komentar | Designed.rs - Dizajn web portal

Some of us were overoptimistic; some had been ignorant; some have been deluded; some


had been greedy; some just had unhealthy timing.





My page - next day loan online

julio43a55's picture
julio43a55
21:41 07/04/19

Replika na komentar | Designed.rs - Dizajn web portal

I read this paragraph fully about the comparison of


hottest and preceding technologies, it's amazing article.











Also visit my homepage; http://seo-consulting.com.au/ (www.seo-consulting.com.au)

julianamcq's picture
julianamcq
18:47 16/04/19

Replika na komentar | Designed.rs - Dizajn web portal

This blog was... how do you say it? Relevant!! Finally I've found something that helped me.


Kudos!





Feel free to surf to my website :: Situs Judi Bola Online

daciaalema's picture
daciaalema
01:09 29/04/19

Replika na komentar | Designed.rs - Dizajn web portal

From regal white roses and stunning orchids to classic lilies, white flower preparations


convey sentiments of sympathy, peace and respect.





Also visit my weblog: online flowers for funeral - waldorfwiki.de -

florfounta's picture
florfounta
00:26 11/05/19

Replika na komentar | Designed.rs - Dizajn web portal

Hey would you mind letting me know which webhost you're using?





I've loaded your blog in 3 different internet browsers


and I must say this blog loads a lot faster then most.


Can you recommend a good web hosting provider at a reasonable price?


Thanks, I appreciate it!





Also visit my homepage: Wegmanscatering.Com

latanya27x's picture
latanya27x
04:13 24/05/19

Replika na komentar | Designed.rs - Dizajn web portal

Simply desire to say your article is as surprising. The


clearness in your post is just cool and i could assume you are an expert on this subject.


Fine with your permission allow me to grab your feed to keep up to date with forthcoming post.


Thanks a million and please keep up the gratifying work.











Look at my web page ... business teaching

andreaobry's picture
andreaobry
03:16 28/05/19

Replika na komentar | Designed.rs - Dizajn web portal

of courze like your web site but you have to check thee


spelling on several of your posts. Several of them are rife with spelling problems and I to find it vewry


troublesome to tell the reality then agfain I'll certawinly come back again.





my web site ... 925 sterling silver earringgs - http://Www.Dqystl.com/,

lorrihyam6's picture
lorrihyam6
01:03 30/05/19

Replika na komentar | Designed.rs - Dizajn web portal

algo parecido al tadalafil http://cialisps.com/ generic cialis.


tomar viagra junto com tadalafil.





my web blog; cialis generic

helena9368's picture
helena9368
00:42 08/06/19

Replika na komentar | Designed.rs - Dizajn web portal

Thanks, I have just been searching for info about


this subject for ages and yours is the best I have


found out so far. But, what about the bottom line?


Are you sure about the supply?





Review my webpage: Alpha Femme Keto Genix

bettyepoll's picture
bettyepoll
06:48 26/02/19

Replika na komentar | Designed.rs - Dizajn web portal

If some one desires expert view about running a blog afterward i suggest him/her to go to see this website, Keep up the nice job.








my web blog; Going On this site

tawnyakeel's picture
tawnyakeel
10:08 26/02/19

Replika na komentar | Designed.rs - Dizajn web portal

I am really enjoying the theme/design of your website. Do you ever run into any browser compatibility issues?


A couple of my blog audience have complained about my website not working correctly in Explorer


but looks great in Opera. Do you have any solutions to help fix this problem?








Feel free to visit my blog :: here

kattiereal's picture
kattiereal
11:55 26/02/19

Replika na komentar | Designed.rs - Dizajn web portal

Magnificent beat ! I wish to apprentice while you amend


your web site, how can i subscribe for a blog site?


The account helped me a acceptable deal. I had been tiny bit


acquainted of this your broadcast provided bright clear concept





Also visit my homepage please click the next internet page

juliestamb's picture
juliestamb
19:54 26/02/19

Replika na komentar | Designed.rs - Dizajn web portal

This post offers clear idea in favor of the new visitors of blogging, that


in fact how to do blogging and site-building.





Also visit my homepage :: simply click For source

willard86u's picture
willard86u
07:06 27/02/19

Replika na komentar | Designed.rs - Dizajn web portal

It's a pity you don't have a donate button! I'd definitely donate to this


outstanding blog! I suppose for now i'll settle for book-marking and adding your RSS feed to my Google account.


I look forward to brand new updates and will share this blog with


my Facebook group. Chat soon!





My blog - click through the following internet site

alinamckim's picture
alinamckim
10:08 28/02/19

Replika na komentar | Designed.rs - Dizajn web portal

Greetings! This is my first visit to your blog!


We are a team of volunteers and starting a new initiative in a community in the same niche.


Your blog provided us useful information to work on.


You have done a extraordinary job!





Also visit my page :: Dig This

bradlyrund's picture
bradlyrund
13:49 28/02/19

Replika na komentar | Designed.rs - Dizajn web portal

Awesome! Its really amazing article, I have got much


clear idea on the topic of from this paragraph.





my web page ... Online advertising definition pdf

berndnords's picture
berndnords
18:30 28/02/19

Replika na komentar | Designed.rs - Dizajn web portal

Asking questions are actually fastidious thing if you are not understanding anything completely, however this


piece of writing presents good understanding even.





Stop by my page: camisa pesca esportiva

maribellow's picture
maribellow
11:55 28/02/19

Replika na komentar | Designed.rs - Dizajn web portal

We stumbled over here from a different web address and thought I might check things out.


I like what I see so i am just following you.


Look forward to exploring your web page for a second time.





my web site - Click Through The Up Coming Website

vicenteemd's picture
vicenteemd
13:10 28/02/19

Replika na komentar | Designed.rs - Dizajn web portal

I believe that is one of the such a lot significant info for me.





And i'm satisfied studying your article. However wanna remark on some common things, The website taste is great, the


articles is actually nice : D. Excellent task, cheers





Se você quiser saber um pouco mais de fatos, recomendo


que olhe este site; you can try Here (shellboy4.wedoitrightmag.com)

caua98a725's picture
caua98a725
19:58 28/02/19

Replika na komentar | Designed.rs - Dizajn web portal

Hi Dear, are you genuinely visiting this web site regularly,


if so after that you will definitely take pleasant know-how.








Se você quiser saber pouco mais de detalhes, recomendo que olhe este weblog Click Here To Investigate [Http://Luiza67D13723.Soup.Io/Post/666704641/Cinco-Investimentos-Que-Garantem-Bacana-Rentabilidade-Em]

milanmazze's picture
milanmazze
02:55 27/02/19

Replika na komentar | Designed.rs - Dizajn web portal

Awesome issues here. I am very satisfied to see your post.


Thank you a lot and I am taking a look forward to touch you.





Will you kindly drop me a e-mail?





Se você quiser saber um pouco mais de detalhes, recomendo que


encontre esse blog: simply click the following post

georgeheal's picture
georgeheal
04:40 27/02/19

Replika na komentar | Designed.rs - Dizajn web portal

This blog was... how do I say it? Relevant!! Finally I have found something which helped me.


Thanks a lot!





my web-site hop over To This web-site

mariel36y's picture
mariel36y
08:09 27/02/19

Replika na komentar | Designed.rs - Dizajn web portal

Thanks for any other wonderful post. The place


else may just anybody get that kind of information in such an ideal means of writing?


I have a presentation subsequent week, and I am on the look for such information.





Feel free to visit my web site simply click the following internet


site (exterio-funclub.de)

sommerz256's picture
sommerz256
10:11 27/02/19

Replika na komentar | Designed.rs - Dizajn web portal

If some one wants expert view on the topic of blogging afterward


i recommend him/her to pay a visit this website, Keep up the


nice work.





my homepage ... Going On this page

krystalgek's picture
krystalgek
10:44 27/02/19

Replika na komentar | Designed.rs - Dizajn web portal

Sweet 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! Appreciate it





My web page visit The following Website (markable.in)

kathlenebe's picture
kathlenebe
11:18 27/02/19

Replika na komentar | Designed.rs - Dizajn web portal

Hi there to every one, the contents present


at this website are in fact awesome for people knowledge, well, keep up the nice work fellows.








Feel free to visit my weblog :: your domain name

clarissara's picture
clarissara
01:11 28/02/19

Replika na komentar | Designed.rs - Dizajn web portal

Hello, i think that i saw you visited my blog


thus i came to “return the favor”.I am attempting to find things to improve


my web site!I suppose its ok to use a few of your ideas!!








Here is my web site :: her explanation

clara35w41's picture
clara35w41
03:40 28/02/19

Replika na komentar | Designed.rs - Dizajn web portal

Hi there, every time i used to check web site


posts here in the early hours in the dawn, because i love to find out more and more.








my homepage; Read A lot more

manielahey's picture
manielahey
18:17 27/02/19

Replika na komentar | Designed.rs - Dizajn web portal

Why people still make use of to read news papers when in this technological


world everything is existing on web?





Acesse isto meu preferido homepage - watch this video

jerald13s9's picture
jerald13s9
02:57 28/02/19

Replika na komentar | Designed.rs - Dizajn web portal

Wow that was odd. I just wrote an really long comment but after I clicked submit


my comment didn't show up. Grrrr... well I'm not


writing all that over again. Regardless, just wanted to say superb blog!








Feel free to visit my weblog ... Mouse Click The Up Coming Webpage (Https://Www.Liveinternet.Ru/Users/Gabrielaotto8/Post450044464)

eden819336's picture
eden819336
07:55 28/02/19

Replika na komentar | Designed.rs - Dizajn web portal

Truly when someone doesn't be aware of afterward its up to other users that they will


assist, so here it happens.





Review my web page - Going In This Article

paigeusc68's picture
paigeusc68
11:23 28/02/19

Replika na komentar | Designed.rs - Dizajn web portal

It's very effortless to find out any matter on web as compared to textbooks, as I found this post at this website.








Here is my page - navigate to this website (http://Mxo.hardlinedreams.com/forum/member.php?action=profile&uid=547260)

helenetoll's picture
helenetoll
17:25 27/02/19

Replika na komentar | Designed.rs - Dizajn web portal

Its such as you read my thoughts! You appear to grasp so much about this, such as


you wrote the e-book in it or something. I believe that you simply can do with some p.c.


to drive the message house a bit, but other than that,


this is fantastic blog. An excellent read. I will certainly be back.








Also visit my web page - camisa de pesca personalizada

mammiewqf7's picture
mammiewqf7
03:09 28/02/19

Replika na komentar | Designed.rs - Dizajn web portal

I used to be able to find good info from your articles.








My homepage: stock market image bush

Tip of the day

"Simplicity is the ultimate sophistication"
 

Leonardo da Vinciviše
Mouse Eye Tracking by PicNet Software Development Services
text