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

elizbethdi's picture
elizbethdi
20:48 25/02/19

Replika na komentar | Designed.rs - Dizajn web portal

Hey there! I know this is kinda off topic nevertheless


I'd figured I'd ask. Would you be interested in trading links or


maybe guest writing a blog article or vice-versa? My website goes over a lot of the same topics as


yours and I believe we could greatly benefit from each other.


If you're interested feel free to send me an email.





I look forward to hearing from you! Wonderful


blog by the way!





my site: my Response

jameteakle's picture
jameteakle
00:17 27/02/19

Replika na komentar | Designed.rs - Dizajn web portal

Appreciation to my father who shared with me on the topic of this blog, this


weblog is actually awesome.





Also visit my blog post - updated blog post - https://www.liveinternet.ru/ -

jeana7514's picture
jeana7514
02:30 27/02/19

Replika na komentar | Designed.rs - Dizajn web portal

I need to to thank you for this good read!!


I absolutely loved every bit of it. I've got you book marked to look


at new things you post

krzkatia1's picture
krzkatia1
07:21 27/02/19

Replika na komentar | Designed.rs - Dizajn web portal

This paragraph will help the internet viewers for creating new blog


or even a blog from start to end.





Here is my homepage :: Full Write-up (deandredeniehy41.soup.io)

nonabryant's picture
nonabryant
07:53 27/02/19

Replika na komentar | Designed.rs - Dizajn web portal

What's up mates, its enormous post about tutoringand


entirely defined, keep it up all the time.





Here is my website: click through the following document

arthurj827's picture
arthurj827
20:56 25/02/19

Replika na komentar | Designed.rs - Dizajn web portal

These are truly wonderful ideas in on the topic of


blogging. You have touched some pleasant points here.


Any way keep up wrinting.





Also visit my site; updated blog post

alyssavins's picture
alyssavins
21:38 25/02/19

Replika na komentar | Designed.rs - Dizajn web portal

Heya i'm for the first time here. I came across this board and I find It really


useful & it helped me out much. I hope to give something back and


help others like you aided me.





Feel free to visit my page - On The main page

agnesj8310's picture
agnesj8310
12:55 26/02/19

Replika na komentar | Designed.rs - Dizajn web portal

Wow! Finally I got a web site from where I be capable of truly take


valuable information concerning my study and knowledge.








Feel free to surf to my web page just click the next Webpage - http://colette41C8662008.soup.io/post/666697254/The-Ins-And-Outs-Of-Buying-On,

bennietoom's picture
bennietoom
01:05 26/02/19

Replika na komentar | Designed.rs - Dizajn web portal

This is a topic which is close to my heart... Take care!





Exactly where are your contact details though?








My web blog ... simply click for source (Raftguilty1.Tumblr.com)

shelliiver's picture
shelliiver
01:58 26/02/19

Replika na komentar | Designed.rs - Dizajn web portal

Its like you read my mind! You seem to know a lot about this, like you wrote the book in it


or something. I think that you can do with a few pics to drive


the message home a little bit, but instead of that, this is


magnificent blog. A great read. I'll definitely be back.








Feel free to visit my website; Recommended Reading

johnbyz424's picture
johnbyz424
09:54 26/02/19

Replika na komentar | Designed.rs - Dizajn web portal

If you would like to take a great deal from this article then you


have to apply such strategies to your won web site.





Look into my site :: just click the up coming internet site

meaganmull's picture
meaganmull
15:09 26/02/19

Replika na komentar | Designed.rs - Dizajn web portal

Thank you for the good writeup. It in fact


was a amusement account it. Look advanced to far added agreeable from


you! By the way, how could we communicate?








Feel free to surf to my blog post - click through the up coming web page

carynburro's picture
carynburro
18:23 26/02/19

Replika na komentar | Designed.rs - Dizajn web portal

Hi there, I believe your website might be having internet browser compatibility problems.


Whenever I take a look at your blog in Safari, it looks fine however, when opening in Internet


Explorer, it has some overlapping issues. I merely wanted


to give you a quick heads up! Aside from that, fantastic site!








Check out my blog: mouse click the next web site (https://garageeight26.databasblog.cc/)

harrisfvz's picture
harrisfvz
01:06 27/02/19

Replika na komentar | Designed.rs - Dizajn web portal

I always spent my half an hour to read this website's articles every day along with a mug of


coffee.





Check out my web-site: try this site (rundoor6.ebook-123.com)

kellegolde's picture
kellegolde
08:15 27/02/19

Replika na komentar | Designed.rs - Dizajn web portal

Heya terrific blog! Does running a blog such as this require a massive amount work?


I've virtually no understanding of computer programming however I was hoping to start my own blog soon. Anyway, if you have any ideas or tips for new


blog owners please share. I understand this is


off topic however I just needed to ask. Many thanks!





Recomendo que leia mais infos sobre isto este assunto acessando ao website Click at gamesbanca.com

bretthensm's picture
bretthensm
00:27 27/02/19

Replika na komentar | Designed.rs - Dizajn web portal

Wow, fantastic blog layout! How long have you been blogging for?


you made blogging look easy. The overall look of your website is fantastic, let alone the content!








Feel free to surf to my website junkyard orange county california

felipalevi's picture
felipalevi
05:53 27/02/19

Replika na komentar | Designed.rs - Dizajn web portal

Why viewers still use to read news papers when in this technological globe everything is presented on web?








Feel free to surf to my page ... Suggested Site [www.blogster.com]

micahmileh's picture
micahmileh
07:08 27/02/19

Replika na komentar | Designed.rs - Dizajn web portal

Spot on with this write-up, I seriously believe that this amazing site needs


much more attention. I'll probably be back again to read through more, thanks for the


information!





Stop by my webpage ... Read Article

denamahler's picture
denamahler
18:11 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 fundamental and everything.


However just imagine if you added some great


photos or video clips to give your posts more, "pop"! Your content


is excellent but with images and clips, this blog could


certainly be one of the best in its field. Amazing blog!








Feel free to surf to my homepage: look here

elmajess49's picture
elmajess49
23:59 26/02/19

Replika na komentar | Designed.rs - Dizajn web portal

If you are going for most excellent contents like me, simply go to see


this website everyday since it gives feature contents, thanks





My web page: what is it worth

kindrabale's picture
kindrabale
00:01 27/02/19

Replika na komentar | Designed.rs - Dizajn web portal

My brother suggested I would possibly like this website.


He was entirely right. This put up actually made my day.


You can not believe simply how a lot time I had spent for this information! Thanks!








Feel free to visit my web-site :: homesite

michalwhit's picture
michalwhit
08:17 27/02/19

Replika na komentar | Designed.rs - Dizajn web portal

Magnificent site. Plenty of useful info here. I am sending


it to a few friends ans also sharing in delicious.


And naturally, thank you to your effort!





My blog - Read A Lot More (Https://Markable.In/)

ceceliator's picture
ceceliator
04:17 26/02/19

Replika na komentar | Designed.rs - Dizajn web portal

I think that everything wrote made a lot of sense. But, consider


this, what if you were to write a awesome headline? I am not suggesting your content isn't good, but what if you added something that makes people want more?


I mean Replika na komentar | Designed.rs - Dizajn web portal is kinda


boring. You could peek at Yahoo's front page and see how they write


post headlines to grab viewers to click. You might try adding a video


or a picture or two to get readers interested about


what you've got to say. In my opinion, it could make your


website a little bit more interesting.





Recomendo que leia mais informações sobre isto esse tema acessando ao website: please click The up coming article

athenahumm's picture
athenahumm
10:27 26/02/19

Replika na komentar | Designed.rs - Dizajn web portal

I visited many sites except the audio feature for


audio songs present at this web page is truly superb.





Here is my webpage - mouse click the next page (https://Actorpencil88.Kinja.com/)

kennithgre's picture
kennithgre
09:25 26/02/19

Replika na komentar | Designed.rs - Dizajn web portal

Write more, thats all I have to say. Literally, it seems as


though you relied on the video to make your point.


You clearly know what youre talking about,


why waste your intelligence on just posting videos to your weblog


when you could be giving us something informative to read?








Also visit my blog post :: agungqq bandarq Online domino99 online poker Online

brettr297's picture
brettr297
00:49 27/02/19

Replika na komentar | Designed.rs - Dizajn web portal

Its like you read my mind! You seem to know a lot about this, like you


wrote the book in it or something. I think that you could do with some pics to drive the message home a little bit, but other than that, this is wonderful blog.


An excellent read. I'll certainly be back.








Feel free to visit my page ... Simply Click For Source

elidareid's picture
elidareid
02:16 27/02/19

Replika na komentar | Designed.rs - Dizajn web portal

You could certainly see your enthusiasm in the work you write.


The world hopes for even more passionate writers such


as you who are not afraid to say how they believe.


At all times go after your heart.





Espere, acesse meu querido blog: Source

mayclary55's picture
mayclary55
08:50 27/02/19

Replika na komentar | Designed.rs - Dizajn web portal

Hello! I could have sworn I've visited this web site before but


after going through some of the posts I realized it's


new to me. Nonetheless, I'm definitely pleased I found it and I'll be bookmarking it and checking back regularly!











Here is my weblog ... pop over to this site

lanamontei's picture
lanamontei
20:09 25/02/19

Replika na komentar | Designed.rs - Dizajn web portal

Hi there! I just wanted to ask if you ever have any trouble with hackers?


My last blog (wordpress) was hacked and I ended up losing a


few months of hard work due to no data backup. Do you have any methods to


protect against hackers?





Veja mais sobre meu querido blog: mouse click the following web page

lucileleid's picture
lucileleid
20:42 25/02/19

Replika na komentar | Designed.rs - Dizajn web portal

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


own blog and was wondering 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 savvy so I'm not 100% positive.


Any recommendations or advice would be greatly appreciated.


Cheers





my blog: Read More At this website (xavierlasley70935.soup.io)

mvakeri531's picture
mvakeri531
19:54 26/02/19

Replika na komentar | Designed.rs - Dizajn web portal

Hello there, You've done a fantastic job. I will definitely


digg it and personally suggest to my friends.


I am sure they'll be benefited from this web site.








My website - click the up coming post (https://smokefelony26.databasblog.cc/)

kamtrower's picture
kamtrower
03:10 27/02/19

Replika na komentar | Designed.rs - Dizajn web portal

We are a group of volunteers and opening a new


scheme in our community. Your website offered us with valuable information to work on. You've done a formidable job and


our whole community will be thankful to you.





my webpage - Click Through The Next Website

gladismcco's picture
gladismcco
04:19 27/02/19

Replika na komentar | Designed.rs - Dizajn web portal

Great items from you, man. I have be mindful your stuff prior to and you're


just extremely excellent. I really like what you've bought right here, really like


what you are stating and the best way by which you are saying it.


You're making it enjoyable and you continue to take care of to stay it


sensible. I can't wait to learn far more from you.


That is really a great web site.





My weblog ... Read the Full Report

delphiajua's picture
delphiajua
21:01 26/02/19

Replika na komentar | Designed.rs - Dizajn web portal

After I originally commented I seem to have clicked on the -Notify me when new comments


are added- checkbox and from now on whenever a comment is added I get four emails with the exact same comment.





There has to be a way you can remove me from that


service? Thank you!





Feel free to surf to my web site ... just click the next web site

rosalyn99o's picture
rosalyn99o
00:46 27/02/19

Replika na komentar | Designed.rs - Dizajn web portal

Greetings! This is my 1st comment here so I just wanted to give a quick shout


out and tell you I truly enjoy reading your articles.


Can you suggest any other blogs/websites/forums that go over the same topics?


Thanks a lot!





my website ... mouse click the next web site (http://winatlosingweight.com/Forum/profile.php?id=165122)

andreasbla's picture
andreasbla
02:08 27/02/19

Replika na komentar | Designed.rs - Dizajn web portal

I was wondering if you ever thought of 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?








my web page You Can Try Here

alisonblac's picture
alisonblac
23:02 26/02/19

Replika na komentar | Designed.rs - Dizajn web portal

I like the helpful info you provide in your articles. I will bookmark your blog and check again here regularly.





I'm quite certain I will learn a lot of new stuff right here!


Good luck for the next!





My web-site - click the following internet site

stuartbzn1's picture
stuartbzn1
03:28 27/02/19

Replika na komentar | Designed.rs - Dizajn web portal

Paragraph writing is also a excitement, if you be acquainted with then you can write or else


it is complex to write.





My weblog: Please click the next site

marvinpryo's picture
marvinpryo
23:34 25/02/19

Replika na komentar | Designed.rs - Dizajn web portal

Thanks for some other informative blog. The place else may I get that type of information written in such an ideal manner?


I've a mission that I'm simply now running on, and I've been on the look


out for such information.





Look into my page explanation

nicolasmcm's picture
nicolasmcm
09:58 26/02/19

Replika na komentar | Designed.rs - Dizajn web portal

Greetings from Carolina! I'm bored to death at work so I decided


to browse your site on my iphone during lunch break.


I really like the information you provide here and can't wait to take a look when I get home.


I'm amazed at how fast your blog loaded on my phone ..





I'm not even using WIFI, just 3G .. Anyhow, fantastic blog!








My page; click to find out more

dee4075939's picture
dee4075939
12:11 26/02/19

Replika na komentar | Designed.rs - Dizajn web portal

Have you ever considered writing an ebook or guest authoring


on other blogs? I have a blog based upon on the same topics


you discuss and would really like to have you share some stories/information. I know


my viewers would enjoy your work. If you are even remotely interested,


feel free to send me an e-mail.





Also visit my site ... navigate to these guys

eloise34i1's picture
eloise34i1
01:26 27/02/19

Replika na komentar | Designed.rs - Dizajn web portal

I just like the helpful information you provide


for your articles. I'll bookmark your blog and take a look at again here frequently.





I'm moderately sure I will be told many new stuff right here!


Best of luck for the next!





Check out my web-site ... visit the next web site

casimirach's picture
casimirach
18:45 26/02/19

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 three e-mails with the same comment.


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


Cheers!





Here is my web-site; visit the next document (https://Beretchild29.tumblr.com)

elidawatte's picture
elidawatte
20:30 26/02/19

Replika na komentar | Designed.rs - Dizajn web portal

My family members every time say that I am killing my time here at web, but I know I


am getting familiarity all the time by reading thes fastidious articles or reviews.








My web-site; simply click the Following site - Https://Archicon6.Dlblog.org/ -

jamisonbus's picture
jamisonbus
20:26 26/02/19

Replika na komentar | Designed.rs - Dizajn web portal

Hi there just wanted to give you a quick heads up. The words in your content


seem to be running off the screen in Firefox. I'm not sure if this is a format issue or something


to do with web browser compatibility but I figured I'd post to let you know.


The design look great though! Hope you get the issue resolved soon. Many thanks





My site :: Click On this website (http://karabellew36085.soup.io/)

anitrabutl's picture
anitrabutl
21:09 26/02/19

Replika na komentar | Designed.rs - Dizajn web portal

I’m not that much of a online reader to be honest but your


blogs really nice, keep it up! I'll go ahead and bookmark


your site to come back in the future. All the best





Also visit my web site you can Look Here (nicolasp65999.soup.io)

collinmell's picture
collinmell
23:12 26/02/19

Replika na komentar | Designed.rs - Dizajn web portal

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


technological world everything is accessible on web?











Have a look at my site ... mouse click the up coming website page

dominikgri's picture
dominikgri
11:31 26/02/19

Replika na komentar | Designed.rs - Dizajn web portal

It's fantastic that you are getting ideas from this paragraph as well


as from our argument made here.





my homepage ... Click Over here

lesley36u's picture
lesley36u
16:12 26/02/19

Replika na komentar | Designed.rs - Dizajn web portal

If some one desires expert view about blogging and site-building afterward i


suggest him/her to pay a visit this blog, Keep up the good


job.





Recomendo que veja mais sugestões a respeito este assunto acessando ao


website; next page (https://bombairbus64.databasblog.cc/)

jacqueshye's picture
jacqueshye
04:30 27/02/19

Replika na komentar | Designed.rs - Dizajn web portal

Hello to every body, it's my first pay a visit of this web site; this webpage carries amazing and genuinely excellent data for visitors.








My blog :: just click the following document (https://Lockethelen90.Bloguetrotter.biz/2019/02/25/ideas-and-tips-on-your-wedding-ceremony-day)

Tip of the day

"Simplicity is the ultimate sophistication"
 

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