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

jacintobro's picture
jacintobro
19:19 02/03/19

Replika na komentar | Designed.rs - Dizajn web portal

Great weblog here! Additionally your site a lot up fast!


What host are you using? Can I am getting your affiliate link on your host?





I desire my web site loaded up as fast as yours lol





Also visit my weblog :: look at this (gamedanhnhau.net)

gloriablod's picture
gloriablod
00:45 03/03/19

Replika na komentar | Designed.rs - Dizajn web portal

Woah! I'm really enjoying the template/theme of this blog.


It's simple, yet effective. A lot of times it's difficult to get that "perfect balance" between user


friendliness and visual appeal. I must say that you've done a superb job with this.


In addition, the blog loads super quick for me on Opera.


Superb Blog!





Feel free to surf to my weblog: roupas no atacado - www.roupasparalojadedez.com -

aurorastre's picture
aurorastre
08:39 03/03/19

Replika na komentar | Designed.rs - Dizajn web portal

Genuinely when someone doesn't understand afterward its up to other users that they will assist, so here it happens.








Feel free to surf to my weblog; Read the article

deniskuntz's picture
deniskuntz
23:25 06/03/19

Replika na komentar | Designed.rs - Dizajn web portal

What's up, after reading this amazing post i am too delighted to share my experience here with colleagues.











Feel free to surf to my web site Related Website (Http://Www.Assignmenthelpreviews.Com)

kentmahuri's picture
kentmahuri
04:20 08/03/19

Replika na komentar | Designed.rs - Dizajn web portal

I need to to thank you for this good read!! I definitely loved every little


bit of it. I've got you book-marked to check out new stuff


you post…





Here is my web site: Local Pool company

dexterbrau's picture
dexterbrau
06:22 08/03/19

Replika na komentar | Designed.rs - Dizajn web portal

Hello, I log on to your new stuff regularly. Your humoristic style is awesome,


keep it up!





My blog: click the next web site (Tomsdiner.net)

dixiestrac's picture
dixiestrac
08:26 08/03/19

Replika na komentar | Designed.rs - Dizajn web portal

Way cool! Some very valid points! I appreciate you writing this article plus the rest of


the site is really good.





Have a look at my homepage ... Check This Out (Http://ashlimullagh3872.Soup.io)

caualima5's picture
caualima5
10:06 08/03/19

Replika na komentar | Designed.rs - Dizajn web portal

Excellent site you've got here.. It's difficult to find


high-quality writing like yours nowadays. I truly appreciate


individuals like you! Take care!!





Here is my website; have a peek here

teraroo79's picture
teraroo79
02:57 09/03/19

Replika na komentar | Designed.rs - Dizajn web portal

I'm amazed, I have to admit. Rarely do I encounter a blog that's equally


educative and entertaining, and without a doubt, you've


hit the nail on the head. The issue is an issue that too few folks are speaking


intelligently about. I am very happy I came across this in my hunt for something concerning this.








My site - simply click the Up coming document (https://Www.Liveinternet.ru/)

allisonspi's picture
allisonspi
20:43 17/03/19

Replika na komentar | Designed.rs - Dizajn web portal

I am sure this piece of writing has touched all the internet visitors, its


really really good paragraph on building up new web site.








Also visit my weblog :: moved here

aywlogan73's picture
aywlogan73
17:42 18/03/19

Replika na komentar | Designed.rs - Dizajn web portal

I do not know if it's just me or if everyone else experiencing issues with your blog.


It appears like some of the text on your content are


running off the screen. Can somebody else


please provide feedback and let me know if this is happening to them


as well? This may be a problem with my web browser because I've


had this happen previously. Thank you





Also visit my page - iniciodesesion.dev

lorene2595's picture
lorene2595
18:39 18/03/19

Replika na komentar | Designed.rs - Dizajn web portal

It's remarkable to pay a visit this site and reading


the views of all colleagues on the topic of this paragraph,


while I am also keen of getting knowledge.





Look into my page: Joker123 Company

izyvalenti's picture
izyvalenti
08:10 20/03/19
elvisvande's picture
elvisvande
22:10 20/03/19

Replika na komentar | Designed.rs - Dizajn web portal

Attractive section of content. I just stumbled upon your site and in accession capital to assert that


I acquire in fact enjoyed account your blog posts. Anyway I will be subscribing to your feeds and even I achievement you access consistently rapidly.








my weblog ... mouse Click the up Coming document

ylrseymour's picture
ylrseymour
18:29 11/04/19

Replika na komentar | Designed.rs - Dizajn web portal

Yes! Finally someone writes about engine ecu tester device.








Here is my web site - Freezer Repair

callumglad's picture
callumglad
12:51 15/04/19

Replika na komentar | Designed.rs - Dizajn web portal

Thanks for your marvelous posting! I certainly enjoyed


reading it, you will be a great author. I will


be sure to bookmark your blog and will eventually come


back later in life. I want to encourage one to continue your great posts,


have a nice evening!





my web page - pick a psychic

clayahmad8's picture
clayahmad8
00:10 16/04/19

Replika na komentar | Designed.rs - Dizajn web portal

That is really attention-grabbing, You're a very professional blogger.





I've joined your feed and look ahead to in search of extra of your fantastic post.


Additionally, I've shared your site in my social networks





Feel free to surf to my homepage - wpbet365 situs agen taruhan bola judi Bola online bandar togel

carinaethe's picture
carinaethe
08:35 22/04/19

Replika na komentar | Designed.rs - Dizajn web portal

Hey there! I simply wish to give you a huge thumbs up for your excellent info you've got right here on this


post. I'll be returning to your web site for more soon.





Also visit my page :: Agungqq Agen DominoQQ BandarQ Capsa Susun QQ Online

lindagoins450510180's picture
lindagoins450510180
07:09 24/04/19

Replika na komentar | Designed.rs - Dizajn web portal

Beautiful flowers, distinctive arrangement, great service.








Also visit my site - Birthday gifts Sites

reginaregi's picture
reginaregi
07:25 17/05/19

Replika na komentar | Designed.rs - Dizajn web portal

Hello i am kavin, its my first occasion to commenting anywhere, when i read


this post i thought i could also make comment due to this good


paragraph.





my blog post - Caterine Ibarg�sting impressions catering

blairworth's picture
blairworth
18:00 26/02/19

Replika na komentar | Designed.rs - Dizajn web portal

Have you ever considered about including a little bit more than just


your articles? I mean, what you say is valuable and all.


Nevertheless think about if you added some great photos or video clips to give your posts more, "pop"!


Your content is excellent but with pics and clips, this


site could definitely be one of the most beneficial in its niche.





Superb blog!





My webpage Mouse Click The Next Web Site (Elisespurlock806.Wikidot.Com)

joaofranci's picture
joaofranci
05:45 27/02/19

Replika na komentar | Designed.rs - Dizajn web portal

My brother recommended I might like this web site.





He used to be entirely right. This publish actually made my day.


You can not consider simply how much time I had spent for this info!


Thanks!





Recomendo que veja mais informações sobre esse cenário acessando ao web-site ...


learn alot more

vernamaxwe's picture
vernamaxwe
07:32 28/02/19

Replika na komentar | Designed.rs - Dizajn web portal

Hmm is anyone else having problems with the images on this blog loading?





I'm trying to determine if its a problem on my end or if it's the blog.


Any responses would be greatly appreciated.





My web-site - click For info, Voyagepocket4.Tumblr.com,

finleyshar's picture
finleyshar
00:09 01/03/19

Replika na komentar | Designed.rs - Dizajn web portal

Hey I know this is off topic but I was wondering if you knew of any widgets I could add to my blog that automatically tweet my


newest twitter updates. I've been looking for a plug-in like this for quite some time and


was hoping maybe you would have some experience with something like this.


Please let me know if you run into anything. I truly


enjoy reading your blog and I look forward to your new updates.








Feel free to visit my webpage ... related web-site (btc-f.org)

kalistillw's picture
kalistillw
00:32 01/03/19

Replika na komentar | Designed.rs - Dizajn web portal

We absolutely love your blog and find almost all of your post's to be exactly


I'm looking for. can you offer guest writers to write content for you personally?





I wouldn't mind writing a post or elaborating on most of the subjects


you write with regards to here. Again, awesome weblog!





my site; mesin judi KingSlot

loustinnet's picture
loustinnet
02:45 01/03/19

Replika na komentar | Designed.rs - Dizajn web portal

Your style is unique in comparison to other folks I have


read stuff from. I appreciate you for posting when you have the opportunity,


Guess I'll just bookmark this site.





My blog post: just click the next article (https://randomlier78.dlblog.org/)

robertopri's picture
robertopri
07:29 02/03/19

Replika na komentar | Designed.rs - Dizajn web portal

I know this if off topic but I'm looking into starting my own weblog and


was curious what all is required to get set up?


I'm assuming having a blog like yours would cost a pretty penny?


I'm not very internet smart so I'm not 100% positive.


Any suggestions or advice would be greatly appreciated.


Thanks





my web blog ... joker123 Online

rafael88y's picture
rafael88y
16:14 05/03/19

Replika na komentar | Designed.rs - Dizajn web portal

Hi there to every body, it's my first go to see of this website; this web site consists of


awesome and in fact excellent material designed for readers.








Acesse isto meu incrível homepage: please click the up coming document (https://Www.Liveinternet.ru)

leandrodye's picture
leandrodye
00:08 08/03/19

Replika na komentar | Designed.rs - Dizajn web portal

What's Happening i am new to this, I stumbled upon this I have found It


positively helpful and it has aided me out loads. I am hoping to give a contribution &


aid different customers like its aided me. Great job.








my website - Browse Around this web-site

marinastua's picture
marinastua
02:16 08/03/19

Replika na komentar | Designed.rs - Dizajn web portal

Wonderful blog! I found it while browsing 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!


Thank you





Acesse sobre meu fantástico blog post ... Visit webpage


(Https://www.liveinternet.ru/users/heloisalopes8/Post450907153)

tawannasin's picture
tawannasin
05:09 08/03/19

Replika na komentar | Designed.rs - Dizajn web portal

It's very trouble-free to find out any topic on web as compared to textbooks, as I found this paragraph at this web page.








Here is my homepage :: link homepage

demimontes's picture
demimontes
05:10 13/03/19

Replika na komentar | Designed.rs - Dizajn web portal

Everything is very open with a clear explanation of the issues.





It was definitely informative. Your website is very useful.


Thanks for sharing!





Feel free to surf to my webpage ... Highly recommended Web-site

daniel43k6's picture
daniel43k6
09:49 13/03/19

Replika na komentar | Designed.rs - Dizajn web portal

With havin so much written content do you ever run into


any issues of plagorism or copyright violation? My blog has a lot of exclusive content I've either written myself or outsourced


but it appears a lot of it is popping it up all over the internet without my permission. Do you know any solutions to help reduce content from being ripped off?


I'd really appreciate it.





Espere, acesse meu preferido web site learn alot more (http://www.blogster.com/)

Louismap's picture
Louismap
19:56 22/03/19

Musically Crown Hack 2019

[b][url=https://forumkinopoisk.ru/member.php?u=1246430]website[/url] MARCH UPDATED!![/b]

kw:
Tik Tok Crown Free 2019
GET INSTANT! Tik Tok Hack Fans 2019 CHECK IT **
TikTok Crown Get Generator 2019
GET INSTANT! TikTok Fans Free Hack 2019 iOS Android
Tik Tok Hearts Generator
TikTok Generator Crown 2019
GET INSTANT! Tik Tok Hack 2019 CHECK IT **
Tiktok Free Heart Hacks 2019
GET INSTANT! Tik Tok Hack 2019 CHECK IT **
Tiktok Free Fans Hack 2019
GET INSTANT! Tik Tok Hearts Generator 2019 CHECK IT **
GET INSTANT! Tiktok Free Heart Hacks CHECK IT **
Musically Crowns Free 2019
GET INSTANT! TikTok Free Hacks 2019
TikTok Crown Free 2019
TikTok Generator Crown 2019
Tik Tok Fans Generator Ios Android 2019
GET INSTANT! Tik Tok Free Followers 2019 CHECK IT **

Louismap's picture
Louismap
10:07 23/03/19

GET INSTANT! TikTok iPhone Fans Hack Generator Free

[b][url=https://www.symbaloo.com/mix/tiktokguide]website[/url] MARCH UPDATED!![/b]

kw:
Musically Generator Crown 2019
GET INSTANT! Tik Tok Hack Ios CHECK IT **
Musically Crown Free 2019
GET INSTANT! Tik Tok Heart Hack 2019 CHECK IT **
GET INSTANT! Tik Tok Hack 2019 CHECK IT **
Tiktok Hack 2019
TikTok Android Free Hack 2019
Tiktok Free Fans Hack
GET INSTANT! Tiktok Free Fans Hack 2019 CHECK IT **
GET INSTANT! TikTok Hacks Tool 2019
Tik Tok Hack Android 2019
GET INSTANT! Tik Tok Fans Generator Ios Android 2019 CHECK IT **
Tik Tok Free Followers 2019
GET INSTANT! TikTok Following Generator 2019
Tik Tok Crowns Free 2019
Tik Tok Crown Free 2019
Tiktok Free Heart Hacks 2019
TikTok Crown Get Generator 2019

orilofeskix's picture
orilofeskix
01:15 29/03/19

i need to help

i am orilofeskix
and need to help. What can i change theme?

orilofeskix's picture
orilofeskix
18:15 29/03/19

Brawl Stars Hack No Verification April

https://billscheatworld.com/BrawlStarsHackUltimate/
or
[url=https://www.mobafire.com/profile/bolkison-867452?profilepage]site[/url]
APRIL UPDATED!!! Free Gems and Coins for BRAWL STARS Game for all COUNTRIES!!!

KW:
Cara Hack Brawl Stars 2019 April
Brawl Stars Cheat Codes 2019 April
Brawl Stars Hack Servidor Privado
Brawl Stars Hack Without Human Verificatio Apriln
Brawl Stars Hack Apk Tech April
Brawl Stars Cheat 2019 April
Descargar Brawl Stars Hack Tool
Brawl Stars Hack No Download
Brawl Stars Coins Generator 2019 April

florianden's picture
florianden
03:06 04/04/19

Replika na komentar | Designed.rs - Dizajn web portal

Remarkable post! Can't wait to learn more from you.





My blog post; seksi - Arthur -

selena16j5's picture
selena16j5
10:30 14/04/19

Replika na komentar | Designed.rs - Dizajn web portal

On the other hand, payday loans are mounted Hard money loans utah.

veroniquej's picture
veroniquej
13:45 14/04/19

Replika na komentar | Designed.rs - Dizajn web portal

You actually make it appear so easy with your presentation but I to


find this topic to be actually one thing that


I believe I would by no means understand.


It kind of feels too complicated and very vast for me.





I am having a look forward on your subsequent post, I will try to


get the hold of it!





Here is my website classified ad website

armandokna's picture
armandokna
15:19 18/04/19

Replika na komentar | Designed.rs - Dizajn web portal

They typically require monthly funds.





My web page Guaranteed money loans

rogermulqu's picture
rogermulqu
11:57 27/04/19

Replika na komentar | Designed.rs - Dizajn web portal

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


Is it very difficult to set up your own blog? I'm not very techincal but I can figure things out pretty fast.


I'm thinking about creating my own but I'm not sure where to begin. Do


you have any ideas or suggestions? Thanks





Stop by my blog: utility light aircraft

doloresjul's picture
doloresjul
16:52 11/05/19

Replika na komentar | Designed.rs - Dizajn web portal

I like this website it'ѕ ɑ work of art! Delighted


I found this օn google.





Herе is my page - Garfield

iqlluciana's picture
iqlluciana
00:14 13/05/19

Replika na komentar | Designed.rs - Dizajn web portal

Wow, that's what I was searching for, what a data!


present here at this blog, thanks admin of this web page.








Here is my weblog ... s&p catering Service

Tip of the day

"Simplicity is the ultimate sophistication"
 

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