Ngiyaqiniseka ukuthi uke wabuka ilogo izikhathi ezingaphezu kwesisodwa wazibuza... Ubani owayiklama?Wavela kanjani lowo mbono, futhi kungani usebenza kahle kangaka? Izimpawu eziningi esizibona nsuku zonke ezingutsheni, ezikrinini, ezindaweni zokudlela, noma ezimotweni zinezindaba ezimangalisayo nezobungcweti ngemuva kwazo, izindaba, ngokuthakazelisayo, ezingadumile kakhulu kunemikhiqizo abasize ekwakheni.
Thola ukuthi ubani oklame ilogo bese ufunda ukuthi ungayenza kanjani hlaziya ngokuqonda. Kuyikhono eliwusizo kakhulu Kungakhathaliseki ukuthi ungumklami, umnikazi webhizinisi, noma umane nje unesithakazelo ekwakheni uphawu, lesi sihloko sizohlola izibonelo zangempela zama-logo adumile. Sizohlola ukusebenza kwabantu abaphambili ekwakhiweni kobunikazi bomkhiqizo kanye nezinyathelo okufanele zilandelwe lapho uhlola uphawu olukhona, ugweme ukusho izinto ezivamile njengokuthi "wonke umkhiqizo kufanele ukhange amehlo."
Ubani ngempela osekela ama-logo aqashelwa yiwo wonke umuntu?
Uma sicabanga ngamalogo afana ne- I-Nike swooshKungakhathaliseki ukuthi yilogo ye-Apple noma i-McDonald's M, cishe asikaze sicabange ngomuntu owazidala.Nokho, ngemuva kwaleso naleso sibonakaliso kukhona izingqondo zokudala eziqeqeshwe kakhulu ekuklanyweni kwezithombe, ekusebenzeni kwengqondo yabathengi, kanye nokuxhumana ngokubona. Abagcini nje "ngokudweba into enhle"; bakha eyangempela izimpahla zamasu ezidala ukwethembana, ukukhumbula kanye nokwethembeka.
Abaklami bobunikazi obubonakalayo basebenza lapho kuhlangana khona ubuhle kanye nebhizinisi.Bacwaninga imakethe, bahlaziye abancintisana nabo, batadishe izithameli, futhi bahumushe lonke lolo lwazi lube izimo, imibala kanye nokuthayiphaNgolwazi lwami lomsebenzi, enye yezinkinga ezivame kakhulu ukuthola isifinyezo esibi, esigcwele imisho efana nokuthi “Ngifuna into yesimanje” noma “enhle,” kodwa ngaphandle kokuchaza ngokucacile umlayezo, isikhundla, noma amanani omkhiqizo.
Ngakho-ke, ngaphambi kokudweba umugqa wokuqala, isigaba socwaningo olujulile sibalulekile.Ukuqonda ukuthi inkampani ingubani, ukuthi ihlose ukufeza ini, ithoni yayo, nokuthi ifuna ukuzibeka kanjani ngokumelene nabancintisana nayo kubalulekile. Lo msebenzi wokuqala uqinisekisa ukuthi ilogo ayiyona nje umfanekiso okhangayo, kodwa iyinto esebenzayo, eguquguqukayo, futhi eqinile engasetshenziswa kukho konke kusukela kumakhadi ebhizinisi kuya kuzinhlelo zokusebenza noma izimpawu zesitolo.
Amagama amakhulu ekuklanyweni komkhiqizo ayavumelana ngalowo mbono obalulekileIlogo iyisifinyezo esibonakalayo sobunikazi obuyinkimbinkimbi. Yingakho kuyathakazelisa kakhulu ukufunda ukuthi obani ochwepheshe abanjengoPaul Rand, uMilton Glaser, uCarolyn Davidson, noMassimo Vignelli, indlela abacabanga ngayo, nokuthi yini abayidalile, ngenkathi futhi sihlaziya amanye amacala adumile lapho izinhlangano noma abaklami abangaziwa beshiye uphawu lwabo emlandweni womkhiqizo.
UPaul Rand: umakhi wobunikazi benkampani yesimanje
Uma sikhuluma ngokuthi ubani owaklama amanye ama-logo ezinkampani anethonya elikhulu, igama elithi Paul Rand liyadingeka.Lo mklami waseMelika ushintshe unomphela indlela izinkampani eziziveza ngayo ngokubona. Ungumqambi wobuntu obuqinile njengalobo I-IBM, i-UPS, i-ABC, noma i-Westinghouse, konke kusekelwe endleleni enengqondo kakhulu.
KuRand, ilogo kwakufanele ibe lula, isebenze kahle, ikhumbuleke futhi ingaphelelwa yisikhathi.Icala le-IBM liyipharadigm: lezo zinhlamvu eziqinile, ezakhiwe ngemigqa evundlile, zidlulisela ubuchwepheshe, ukuzinza kanye nokuthembekaLo mklamo waqedwa ngawo-70 futhi, naphezu kwamashumi eminyaka kanye nezinguquko kwezobuchwepheshe, uyaqhubeka nokusebenza kahle. Lelo khono lokwenza ihlala isebenza Kuwubufakazi obucacile bokusebenza kahle kwendlela yakhe.
Okuthakazelisa kakhulu ngoPaul Rand ukuthi wafinyelela kanjani umphumela obonakalayo ngezinto ezimbalwa kakhulu.Akazange akhohliswe yimihlobiso engadingekile; waphishekela lokho esingakubiza ngokuthi “ubulula obuhlosiweLe filosofi ikhuthaza abaklami abaningi besimanje ukuthi bahlanze, bahlanganise, futhi bafune izixazululo ezingazivumelanisa nanoma iyiphi ifomethi ngaphandle kokulahlekelwa amandla.
Elinye iphuzu elibalulekile emsebenzini kaRand kwakuwumongoNgaphambi kokuklama, bengizofunda isiko lenkampani, umkhakha, isikhundla kanye nomlando wayo. Lo mbono obanzi uyinto efanele ukubuye uyibuke lapho uhlaziya ilogo: akwanele ukwahlulela ukuthi inhle noma imbi; kufanele ubuze ukuthi iyafanelana yini nomkhiqizo, ukuthi uyawuhlukanisa yini kwabancintisana nawo, nokuthi uyahlangabezana yini nezidingo zawo zokuxhumana zangempela.
UMilton Glaser kanye namandla emizwa ka-“I ♥ NY”
UMilton Glaser ungomunye umfokazi wokuklama imidwebo esimkweleta elinye lama-logo akhiqizwe kabusha kakhulu emlandweni: i-“I ♥ NY” edumile.Lokho okwaqala njengomsebenzi wokukhuthaza ezokuvakasha eNew York sekuyinto ethandwayo, ephindaphindwa kuma-t-shirt, ama-mug, amaphosta kanye nazo zonke izinhlobo zezikhumbuzo kulo lonke ingxenye yomhlaba.
Ubuhlakani bomklamo busekuhlanganiseni uhlobo lokubhala olulula nenhliziyo ebomvuukudala umlayezo oqondile nothinta imizwa yonke. Akudingeki ukwazi isiNgisi esiphelele ukuze uqonde ukuthi sidluliselani: uthando lomuziLokhu kulinganisela phakathi kokulula okusemthethweni kanye nomthelela wemizwa kubonisa ukuthi ilogo ayisebenzi nje kuphela ukuhlonza uhlobo: ingaveza futhi amanani futhi ivuse imizwa.
Emaphrojekthini angokoqobo, ukufeza lokho kuxhumana ngokomzwelo kuvame ukuba ngenye yezinselele ezinkulu.Isibonelo, lapho usebenzela izinhlangano ezingenzi nzuzo noma izinhlelo zomphakathi, amaklayenti avame ukuba nomsebenzi onamandla kodwa kunzima ukuwuchaza ngokubona. Ukuthola ugqozi ezindleleni ezifana nekaGlaser kusiza ekutholeni izixazululo ezilula zezithombe eziveza ukusondelana, ithemba, noma umphakathi ngaphandle kokusebenzisa amagama avamile.
Umsebenzi kaMilton Glaser ubonisa ukuthi ilogo ingadlula umsebenzi wayo wokuqalaKuba yingxenye yomcabango ohlangene, uphawu lokuba yingxenye yeqembu, kanye nesithuthi sobunikazi bamasiko. Uma uhlaziya ama-logo adumile, kufanelekile ukubuza hhayi nje ukuthi ubani owaklama, kodwa futhi nokuthi yimiphi imizwa ayivusayo nokuthi ahlanganiswe kanjani empilweni yabantu.
UCarolyn Davidson kanye nokuzalwa kwe-Nike swoosh
Indaba ye-Nike swoosh ingenye yezindaba eziphefumulela kakhulu ekwakhiweni kwama-logo.. Umbhali wayo, UCarolyn davidsonWayengumfundi wokuklama imidwebo lapho, ngo-1971, ethunywa ukuba adale uphawu lomkhiqizo wezemidlalo owawuqala ukukhula. Inhloso yayicacile: ukudlulisa ukunyakaza, isivinini kanye namandla.
Kuleyo mfushane kwavela umugqa olula, ogobile manje oqashelwa emhlabeni jikeleleEkuqaleni, iNike ngokwayo yayingakholwa ngokuphelele yilolu phawu, okuyinto evamile kakhulu uma kwethulwa imiklamo emincane kakhulu. Kodwa-ke, ngokuhamba kwesikhathi, i-swoosh yasungulwa njengenye yezimpawu ezinamandla kakhulu kwezemidlalo nakwezempucuko.
Ngokombono wobungcweti, leli cala ligcizelela ukubaluleka kokuvikela imibono ngezizathu eziqinile.Amakhasimende avame ukungabaza iziphakamiso ezingachazwanga kahle noma ezinesibindi eziphambene nalokho abakulindele. Ukuchaza ngokuthula ukuthi into ngayinye imeleni, ukuthi ilogo izosebenza kanjani emithonjeni ehlukene yezindaba, nokuthi kungani ukulula kungaba yinzuzo yokuncintisana kuvame ukwenza umehluko omkhulu.
Esinye isifundo esivela ku-swoosh ukubaluleka kokubambisana phakathi kweklayenti nomklamiIlogo njengoba siyayazi namuhla yayingaphelele okokuqala; kwakukhona ukulungiswa, ukuhlolwa, kanye nokuguqulwa kwaze kwaba yilapho befika enguqulweni efanela ukuvela komkhiqizo. Uma kuhlaziywa ilogo edumile, kubalulekile ukukhumbula ukuthi ngokuvamile iwumphumela wenqubo, hhayi ukukhanya okuhlukile kokuphefumulelwa.
I-Massimo Vignelli: i-geometry, ukuhleleka, kanye nemikhiqizo eguga kahle
I-Massimo Vignelli iyisithenjwa esibalulekile lapho kukhulunywa ngobuntu obubonakalayo obuhluzekile nobunengqondoIfilosofi yakhe yayisekelwe ekusetshenzisweni kwe- izimo zejometri ezilula kanye nokuthayipha okuhlanzekile ukuveza ukucaca, isakhiwo, kanye nobungcweti. Kuye, umklamo omuhle kufanele ufane nesakhiwo: oklanyelwe ukuhlala isikhathi eside futhi usebenze kunoma yisiphi isimo.
Omunye wemisebenzi yakhe eyaziwa kakhulu ngobunikazi benkampani yilogo ye-American Airlines.Nakuba inkampani ivuselele isithombe sayo ngokuhamba kwesikhathi, umbhalo kaVignelli usalokhu: ukwakheka okulula, okuhlanzekile okunomuzwa wesikhungo nowethembekile. Ugcizelele ukuthi ilogo kumele ibe khona engaphelelwa yisikhathiukugwema izitayela ezidlulayo ezingase ziyenze iphelelwe yisikhathi eminyakeni embalwa.
Le ndlela iwusizo kakhulu lapho weluleka iklayenti ngokudala noma ukubuyekeza uphawu lwabo.Kuyayenga ukuthatheka yizitayela, ama-gradients, imiphumela ye-3D, noma izitayela zemfashini, kodwa umbuzo obalulekile uhlala uthi: lo mkhiqizo uzobukeka kanjani eminyakeni eyishumi noma eyishumi nanhlanu? Ukuklama ngombono wesikhathi eside kusho ukukhetha izixazululo ezicacile, eziguquguqukayo, nezifundekayo.
Ukuthola ugqozi kuVignelli kumema umuntu ukuthi afune ibhalansi phakathi kwesimo nomsebenzi.Akukhona ngokudala ama-logo angenandaba noma angenabuntu, kodwa ngokuthola isakhiwo esiqinile esivumela uhlobo lomkhiqizo ukuthi luziveze njalo kuzo zonke iziteshi zalo zokuxhumana: iwebhusayithi, izinto zokubhala, izimpawu, imidiya yezenhlalo, ukupakisha, njll. Ukuhlaziywa okuhle kwe-logo kumele kucabangele lokhu kuvumelana nezimo, hhayi nje ubuhle obusefayilini elingaguquki.
Ubani owaklama le logo: izibonelo zangempela zemikhiqizo edumile
Ngaphandle kwamakhosi amakhulu, kunezimpawu eziningi ezidumile ezinabadali abangaziwa kakhulu kunomkhiqizo uqobo.Ezimweni eziningi, laba yizinhlangano, amaqembu angaphakathi, noma abaklami ngabanye abenze uphawu lwabo ngaphandle kokuthola udumo oluvamile. Ukubukeza lezi zibonelo kusisiza siqonde ukuthi ubunikazi obubonakalayo buzalwa futhi buguquke kanjani.
I-KFC: kusukela ku-colonel kuya kuma-ejensi okuthengisa imikhiqizo
Endabeni yeKentucky Fried Chicken (KFC), isithombe sikaColonel Harland Sanders sesibe yitshe lesisekelo sobunikazi bomkhiqizo.I-fast food chain yasungulwa ngo-1952 futhi, kusukela ngaleso sikhathi, ubuso buka-colonel buye bashintsha, busuka ekubeni mnene kakhulu futhi bujwayelekile baba nomusa futhi bulula, cishe bunezimbotshana, buhambisana nobomvu benkampani esibuhlanganisa ngokushesha nomkhiqizo.
Akucaci kahle ukuthi ubani owadweba ama-logo okuqala e-franchise.Lokhu kuvame kakhulu kumabhrendi anomlando omude. Okwaziwa kakhulu yizikhungo eziphethe ukwakhiwa kabusha okukhulu. Ngo-1997, igama layo selifinyeziwe kakade ngokuthi i-KFC, le nkampani I-Landor Associates Yayiphethe ukuvuselela ubuwena. Kamuva, ngo-2007, yaba yi-ejensi yokukhiqiza uphawu. I-Tesser owathatha umklamo omusha kakhulu, wahlanganisa ikholoni njengesithonjana esibonakala kalula kunoma yiliphi izwe.
I-PlayStation: Izinhlamvu u-P no-S zikaSakamoto Manabu
Ilogo ye-PlayStation, enophawu lwe-P no-S oluhlangene, ingenye yezimpawu ezibonakala kakhulu emhlabeni wemidlalo yevidiyo.. Umbhali wayo ngu Sakamoto ManabuWayengumklami kanye noMkhiqizi Omkhulu emnyangweni wokudala weSony Company Creative Center. Ngemva kweminyaka embalwa enkampanini, kwavela ithuba lokudala ubuwena bekhonsoli entsha eyayihlose ukuguqula imakethe, futhi wamukela inselele.
Ukuthuthukisa ilogo kuthathe cishe amasonto amabili futhi kwathatha imidwebo engaba amashumi amahlanu.Ebhekene nomkhiqizo onomqondo omusha, uManabu waqala ngokuqoqa ulwazi ezitolo nokubuka isimo semidlalo yevidiyo, yize evumile ukuthi akayena uchwepheshe kulo mkhakha. Ekugcineni wanquma ukuthatha ithuba imibala eyisisekelo, ubulula obusemthethweni kanye nokuthinta okunezinhlangothi ezintathu ehlanganisa izinhlamvu u-P no-S ngendlela ecishe ibe yinto engakholeki, idlala ngokubona ivolumu ukuze iphakamise i-3D kanye nokuzijabulisa okuhlobene nekhonsoli.
AmaBeatles: ilogo eyazalelwa esitolo somculo
Ilogo yeBeatles ingenye isibonelo sendlela ikhambi elibonakala lilula elingaba yindaba edumile ngayo.Ngo-1963, umphathi weqembu, uBrian Epstein, noRingo Starr baya esitolo seDrum City eLondon beyofuna ikhithi entsha yesigubhu yokuqala komdlali wesigubhu. Ikhithi yesigubhu sikaLudwig yayivele inophawu lwayo, futhi u-Epstein wacela ukuthi igama leqembu liboniswe ngokugqamile.
U-Ivor Arbiter, umnikazi wesitolo, wathatha ipensela nephepha wadweba igama elithi “The Beatles”beqokomisa u-B no-T ukuze kugcizelelwe igama elithi "beat." Kusukela kulo mdwebo, umdwebi wezincwadi wendawo u-Eddie Stokes wathunywa ukuba awubhale esikhumbeni sesigubhu se-bass. Umphumela waba uphawu lweqembu futhi wababiza amakhilogremu amahlanu kuphela, imali encane kakhulu uma kuqhathaniswa nesimo esidumile elalizosifinyelela.
I-Ferrari: kusukela esikebheni sendiza kuya ebhodweni lemoto yezemidlalo
Endabeni kaFerrari, ihhashi elimnyama elidumile eligidayo alihlotshaniswa nomklami wezithombe noma inkampani yokukhiqiza.Imvelaphi yayo isukela eMpini Yezwe Yokuqala kanye nomshayeli wendiza wase-Italy Francesco Baracca, iqhawe lesizwe elahlobisa i-fuselage yendiza yalo ngalelo hhashi elimnyama njengejethi.
Ngemva kokushona kukaBaracca ngo-1918, uphawu lwahlotshaniswa nomfanekiso wakhe.Eminyakeni eminingi kamuva, ngo-1923, u-Enzo Ferrari wawina umjikelezo wokuqala weSavio eRavenna, futhi lapho wahlangana khona nabazali bomshayeli wendiza. Isikhulu uPaolina Biancoli samcela ukuba asebenzise ihhashi lendodana yakhe eligijimayo njengophawu ezimotweni zakhe, eqiniseka ukuthi lizomlethela inhlanhla. UFerrari wavuma, ngakho-ke kwazalwa esinye sezimpawu ezaziwa kakhulu emhlabeni wezemidlalo yezimoto.
I-apula: kusukela ku-Isaac Newton kuya ku-apula elilunyiwe
Ubunikazi be-Apple abuzange bumelelwe njalo yi-apula elilunyiweNgo-1976, ilogo yokuqala yenkampani yadalwa ngu URonald wayne, umsunguli wesithathu we-Apple, ongaziwa kakhulu njengoJobs noWozniak, owashiya inkampani ezinsukwini ezimbalwa ngemuva kokusungulwa kwayo.
UWayne wadweba u-Isaac Newton efunda ngaphansi komuthi wama-apula, ne-apula elizowela ekhanda lakhe.Indawo yayifakwe ngendlela ecishe ibe yendabuko, eqoshiwe, enemininingwane eminingi futhi ehlakaniphile. Inkinga yayiyinkimbinkimbi yayo: kwakunzima ukuyikhiqiza ngobukhulu obuhlukene futhi yayingahambisani nenkampani yezobuchwepheshe eyayifisa ukuba lula futhi isungule izinto ezintsha. Ngo-1977, uSteve Jobs wanquma ukuyishintsha futhi wayala ukuthi iklanywe kabusha ukuze URob Janoff, evela ejensi kaRegis McKenna, eyadala i-apula elenziwe lula elidumile, ekuqaleni elinemigqa enemibala, futhi kamuva, ngezinguqulo ze-monochrome.
I-Chanel: I-monogram kaCoco engaphelelwa yisikhathi
Ilogo yeChanel, enama-C amabili ahlangene, ingenye yezimpawu ze-haute couture ezinde kakhulu nezibonakala kakhulu.Le nkampani yaseParis, ehlobene nobuhle nokunethezeka, isebenzise le monogram kusukela ngo-1925, futhi iqiniso liwukuthi ayikaze ishintshe kakhulu kusukela ngaleso sikhathi.
Lo mklamo uhlotshaniswa noCoco Chanel ngokwakhe.Ilogo, enezimpawu ezimbili ezihambisanayo—eyodwa ibheke phambili kanti enye ibheke emuva—yaklanywa [igama lomuntu/igama lenkampani alikho] njengophawu oluhlukile. Ayibhaliswanga njengophawu lokuhweba kwaze kwaba yilapho kuvulwa izitolo zokuqala, kodwa yasheshe yahlotshaniswa nesitayela esicwengekile nesikhethekile. Ithiyori ehlukile iphakamisa ukuthi umklamo kungenzeka ukuthi waphefumulelwa uphawu lweChâteau de Crémat, oluphinde lwakhiwe ngama-C amabili axhumene, yize lokhu kungakaze kuqinisekiswe ngokuqinisekile.
I-DreamWorks: Umfana udoba enyangeni
Ilogo ye-DreamWorks Animation idlala esithombeni esihle: umfana omncane ehleli enyangeni ecwebezelayo, edobaLe nkampani yasungulwa ngo-1994 nguSteven Spielberg, uJeffrey Katzenberg, noDavid Geffen, futhi yafuna ubunikazi obubonakalayo obuzoveza i- inkathi yegolide yase-hollywood kanye nomlingo wesinema yakudala.
Ekuqaleni, uSpielberg wacabanga ngesithombe sendoda ehleli enyangeni.futhi iphrojekthi yaphathiswa UDennis MurenUMuren, umphathi wemiphumela ebonakalayo kwa-Industrial Light & Magic, uphakamise ukuthi ilogo ependwe ngesandla ingaba nobuhle obuningi, wabe esebuza umngane wakhe, umdwebi. URobert Hunt UHunt uphakamise inguqulo ehlukile equkethe umfana odobayo, uSpielberg ayethanda futhi ekugcineni waba uphawu oluqondile, eyathuthukiswa ngokubambisana neKaleidoscope Films, uDave Carson, noClint Goldman be-ILM. Eminyakeni edlule, ilogo iye yagqwayizwa futhi yalungiselelwa amafilimu ahlukahlukene, kodwa umongo wesigcawu usalokhu ukhona.
Umphumela wokugcina ubonisa ukukhumbula izinto ezidlule kanye nombukiso., futhi ubudlelwano bayo nefilimu kwenza kube kuhle ukubuyekeza izibonelo ezivelele ezivela kulo mkhakha ukuze kuqondwe ukuthi lobu buntu obubonakalayo bakhiwa kanjani embonini yezokuzijabulisa: Izibonelo zama-logo mayelana ne-cinema.
ULouis Vuitton: i-monogram njengengxenye yesu
I-monogram kaLouis Vuitton LV iyisibonelo esihle sendlela izinhlamvu zokuqala ezingaba ngayo uphawu lomhlaba wonke lokunethezeka.Imvelaphi yayo isukela emuva ngo-1896, lapho I-Georges Vuitton Wanquma ukuhlonipha uyise, uLouis Vuitton, owayeshone eminyakeni embalwa edlule, ngokudala umdwebo ohlukile walo mkhiqizo.
Lolu hlelo luqukethe izinhlamvu zokuqala ezixhumene ngokuthi “LV”, kanye nochungechunge lwezimo zezimbali nezejiyometri.Emashumini eminyaka kamuva, ngo-1965, uGaston-Louis Vuitton wachaza ukuthi uyise wayeqale ngama-initials, eqinisekisa ukuthi ayafundeka naphezu kokuhlangana, wabe esefaka i-rhombus enembali enamacembe amane—inguqulo yayo enhle—nesiyingi esinenye imbali enamacembe amane, kulokhu enamacembe ayindilinga. Leli sethi lezimpawu lasungulwa njengephethini ephindaphindayo eyayichaza i-Monogram canvas. Muva nje, i-calligrapher I-Claude Mediavilla ibuyekeze ama-motif ukuze asetshenziswe njengephethini yesimanje ezikhwameni nasezikhwameni.
I-Kodak: ubuwena obuzivuselela ngaphandle kokulahlekelwa yingqikithi yabo
I-Kodak yayingenye yezinkampani zokuqala ukuhlanganisa igama layo nophawu oluyisithombe.Ngo-1907, yethula ilogo yayo yokuqala, eyakhiwa yizinhlamvu zokuqala ze-EKC (i-Eastman Kodak Company) ngaphakathi kwesiyingi, ikhambi elingahlobene kangako nesithombe esaziwa kakhulu emphakathini namuhla.
Ngo-1935 kwenzeka ushintsho olukhulu, lapho kufakwa imibala ebomvu nephuzi. ngesimo esingunxande, esivele sibonisa igama elithi “Kodak” ku-serif typeface. Leyo nguqulo yashintsha ngo-1960 yaba unxande onekona eliyindilinga, kwathi ngo-1971 kwafika umklamo omusha wesihluthulelo: ibhokisi elinophawu olukhulu lwesitayela u-K oluhambisana negama elithi Kodak, ligcina umbala obomvu nophuzi. Ngo-1987 uhlobo lokubhala lwashintshwa kancane ukuze lwenziwe lube lwesimanje futhi lube lula.
Ukuvuselelwa okusha kakhulu kwenzeke ngo-2006, lapho ibhokisi lisuswa futhi uphawu lwenziwa lwaba uphawu lokubhala.ngokubhala ngezifiso ngu U-Allen Hori, umqondisi womklamo wephrojekthi. Ukuthayipha okujikelezayo, okunophawu oluhlukile "a", kulethe umuzwa omusha nongajwayelekile, ngenkathi kugcinwa ukuqashelwa kwegama le-Kodak.
I-Rolling Stones: ulimi oluqondwa yiwo wonke umuntu
Ilogo yeRolling Stones, enezindebe zayo ezibomvu nolimi oluphumayo, ingenye impawu abaningi abayibiza ngephutha ngokuthi eyakwa-Andy Warhol.Mhlawumbe kungenxa yobuhle be-pop kanye nokusebenzisana komculi esembozweni se-albhamu ethi "Sticky Fingers." Kodwa-ke, ubunikazi bophawu bungobomklami. UJohn pasche.
Ngasekupheleni kweminyaka yawo-1960 nasekuqaleni kwawo-1970, iqembu lalifuna isithombe esinamandla senkampani yalo yokuqopha.UMick Jagger, efisa ukuqinisa ubunjalo bakhe, waya eRoyal College of Art eLondon futhi ekugcineni wakhetha umsebenzi womfundi osemusha ophothule iziqu, uPasche, owakhokhisa u-$77 kuphela ngalo mklamo. Lo mbono wawuvela emlonyeni kaJagger odumile kanye nesenzo esivusa inkanuko esifanelana nesimo sengqondo sokuvukela seqembu. Kusukela ngaleso sikhathi, ulimi luye lwasetshenziswa kakhulu ekuthengiseni, lwaba umthombo wemali engenayo weqembu, eligcina amalungelo alo.
Ukuze kugujwe iminyaka engama-50 yekhonsathi yokuqala yeRolling Stones ngo-2012, umculi uShepard Fairey (OBEY) wadala ilogo eklanywe kabusha.ukuvuselela ezinye izici kodwa kuhlonishwe umongo wento yokuqala. Lesi yisibonelo esiphelele sendlela uphawu olunamandla olungahunyushwa kabusha ngayo ngaphandle kokulahlekelwa ubuwena balo.
Indlela yokuhlaziya uma umkhiqizo udinga ukwakhiwa kabusha: ukuxilongwa kanye nokuhlolwa
Uma isitudiyo noma umklami ethunywa ukuthi asebenzele ubunikazi benkampani ekhona, cishe njalo bathola uhlobo lomkhiqizo wangaphambilini olusetshenziswayo.Akuvamile ukuqala phansi ngokuphelele. Kulezi zimo, umsebenzi wokuqala obalulekile wobungcweti akusikho ukudweba lutho, kodwa ukuthola ukuthi umkhiqizo wamanje usebenza kahle kangakanani nokuthi hlobo luni lokungenelela oludingekayo.
Empeleni, ngokuvamile kunezimo ezine eziyinhloko ezingaba khona. lapho kuhlolwa umkhiqizo osevele usunguliwe:
- Shiya uphawu njengoba lunjalo. ngoba igcwalisa umsebenzi wayo kahle kakhulu futhi ayivezi izinkinga ezinkulu zokufundeka, ukuhambisana noma ukuma.
- Yenza izinguquko ezincane ukuze ulungiselele kahle (isikhala, izilinganiso, umbala, ukulungiswa kwedijithali…). Umphakathi, uma ubona noma yini, awuvamile ukuyibona “njengoshintsho lomkhiqizo”.
- Ukungenelela ngokujulile kodwa ngenkathi kugcinwa izinto eziyinhlokoukuze umphakathi ubone ukuvela kwento ethile, noma ngabe usaqaphela uhlobo lwangaphambilini.
- Ukuphakamisa ubuwena obusha ngaphandle kokuqhubeka nokwangaphambilini, okusho ukuvuselelwa kabusha okucacile nokusobala komphakathi.
Eqinisweni, lezi zinketho ezine azihlali zethulwa ngendlela yazo emsulwa.Kodwa-ke, ziyisiqondiso esihle sokuqonda uhlobo lokungenelela olufanele. Futhi akufanele zikhethwe ngokunganaki. Isiphakamiso kumele sibhekane nalokho inkampani ekudingayo ukuze iziveze kahle kubabukeli bayo nakuyo yonke imiyalezo yayo.
Lokhu kuhilela ukuphikisana ngokuqinile ukuthi yiziphi izingxenye zomkhiqizo wamanje ezisebenzayo nokuthi yiziphi ezingasebenzi.Umklami akanakusho nje ukuthi “Angikuthandi” noma “kubukeka sengathi sekuphelelwe yisikhathi”; kumele achaze ukuthi yiziphi izinto ezididayo, yiziphi izinkinga eziphakamayo lapho kusetshenziswa ezinkundleni ezahlukene, noma ukuthi yiziphi izici abancintisanayo abaxhumana ngazo kangcono. Leli khono lokucabanga ngokusebenzisa ukuxilongwa lenza umehluko phakathi komsebenzi wobungcweti kanye nombono nje wobuhle.
Gwema ama-clichés bese uchaza uhlobo olufanele lwecala ngalinye
Elinye lamaphutha avame kakhulu lapho kuhlolwa ilogo ukusebenzisa imisho ejwayelekile ezwakala kahle kodwa engesilo iqiniso ngaso sonke isikhathinjengokuthi “yonke ibhrendi kumele ikhange amehlo ngangokunokwenzeka” noma “yonke ibhrendi kumele iveze ngokoqobo umsebenzi wenkampani.” Bheka nje imboni yemfashini ukuze ubone ukuthi kungani lokhu kudukisa kangaka.
Amanye amabhrendi ezingubo akhetha amalogo angabonakali kakhulu, acishe abe mancane kakhulu angachazi umsebenzi noma ahlaba umxhwele ngokubona.Noma kunjalo zisebenza kahle kakhulu ngoba zihambisana nesimo somkhiqizo kanye nokulindelwe yizithameli eziqondiwe kuwo. Ngokuphambene nalokho, kwezinye izindawo embonini efanayo, imikhiqizo idinga ukuba ihehe kakhulu ukuze ivelele endaweni yokuthengisa noma emikhankasweni yokukhangisa egcwele kakhulu.
Isihluthulelo ukuthi ukuxilongwa kufanele kwenziwe njalo ezimweni ezithile.Ngaphambi kokugxeka uhlobo lomkhiqizo, kubalulekile ukuchaza ukuthi kufanele lube yini uhlobo olufanele lwalowo mthengi: ukuthi lidinga izinga elingakanani lokwazi, kungakhathaliseki ukuthi lidinga uphawu noma uma ilogo yanele, yisiphi isitayela sezithombe esifanelana nalo, ukuthi yiluphi uhlobo lombala olufanelana nalo, ukuthi yiliphi izinga lokufundeka elibalulekile, noma ukuthi lizuza kangakanani ngokuzihlukanisa ngokubonakalayo nezimbangi zalo.
Uma lelo "modeli elihle" selichaziwe, singaqhathanisa uhlobo lwamanje nalelo zinga bese sibona izikhala.Mhlawumbe ubunikazi bomkhiqizo abubonakali, mhlawumbe bubonakala bungafaneleki, mhlawumbe buyimfashini kakhulu futhi buzophelelwa yisikhathi ngokushesha, noma mhlawumbe bufana kakhulu nezinye izinhlobo ezihamba phambili kulo mkhakha. Le ndlela yenza ukugxekwa kube okuqondile kakhulu futhi kuvikeleke kumakhasimende.
Ukuhlolwa komkhiqizo kanye nemithombo yawo yolwazi
Ukuze kuchazwe ukuthi uphawu olufanele lweklayenti kufanele lubukeke kanjani, ukuhlolwa kumele kuqoqe ulwazi oluvela emithonjeni ehlukahlukene.Akukhona ukusungula ikhambi kusukela ekuqaleni, kodwa mayelana nokulisekela kudatha, umongo, kanye nesu.
Ngokuvamile, kuyalulekwa ukucacisa okungenani ngezici ezintathu eziyisisekelo:
- Ubani iklayenti futhi liyini iqhinga labo lokuhweba?: ukuma kwayo emakethe, izindinganiso zayo, ithoni yayo, ubuntu bomkhiqizo wayo kanye nezinhloso zayo zesikhathi esiphakathi neside.
- Yiziphi izindlela ezizosetshenziswa yilo mkhiqizo?: kuzovela kuyiphi imidiya (iwebhu, amanethiwekhi, ukupakishwa, izimpawu, izimoto, iyunifomu, izinhlelo zokusebenza…), ukuthi zingaki, kuziphi izindawo ezibonakalayo noma zedijithali kanye nokuthi yiziphi izidingo zobuchwepheshe okumele zihlangabezane nazo.
- Uyini umongo wophawu lomncintiswano?: lokho okwenziwa yimikhiqizo esivele isebenza kulowo mkhakha, yimaphi amakhodi abonakalayo aphindaphindwayo, yiziphi izici ezihamba phambili mayelana nekhwalithi yomklamo, kanye nokuthi yiziphi izikhala zokuhlukanisa ezikhona.
Ngalo lonke lolo lwazi, umhloli wezimali angakwazi ukunquma izici okufanele zibe nazo ubunikazi obuhle bekhasimende.Kulapho-ke kuphela lapho kunengqondo ukuqhathanisa nokuphakamisa izinguquko. Le ndlela ayithuthukisi nje kuphela umphumela wokugcina, kodwa futhi yenza kube lula ukuchaza ukuthi kungani kunconywa ukwakhiwa kabusha okuncane, ukulungiswa okukhulu, noma ukuphumula okuphelele.
Ukuxilongwa njengesigaba esizimele nesichwepheshile
Umkhuba omuhle kumaphrojekthi okukhiqiza uphawu ukuhlukanisa ngokucacile isigaba sokuxilonga nesigaba sokuklama.Ngamanye amazwi, veza ukuhlolwa kwezimali njengesevisi enenani layo, elichazwa, elivunyiwe, futhi likhokhiswe ngokuzimela ngaphambi kokwenza iziphakamiso ezibonakalayo.
Le ndlela inezinzuzo eziningana ezibalulekile.Ngakolunye uhlangothi, kusiza iklayenti ukuthi liqonde ukuthi ngeke linikezwe "uphawu oluthandwa ngumklami," kodwa uhlobo lomkhiqizo oludingayo ngokusho kokuhlaziywa kwangaphambiliniNgakolunye uhlangothi, ibeka umsebenzi wokukhiqiza uphawu ezingeni elinobuhlakani kakhulu nelingobungcweti, isuka emcabangweni wokuthi umklami "umane unemibono yokudala efika kuye."
Uma iklayenti libona ukuthi kukhona indlela, ukuxilongwa okunengqondo, kanye nokuhlolwa okupheleleNgokuvamile bazimisele kakhulu ukwazisa kahle izimali futhi bahloniphe izinqumo zobuchwepheshe. Nakuba lokhu kungafezwa njalo ngo-100%, kwandisa kakhulu amathuba okuxoxisana okungathi sína, izinqumo ezingasekelwe kuphela ekuthandweni komuntu siqu, kanye nomphumela wokugcina womkhiqizo ohambisana nezinhloso zebhizinisi.
Ukuze ufunde ukuthi ubani owaklama ilogo edumile, ukuthi yadalwa kanjani, nokuthi yiziphi izindlela ezisetshenziswayo ukuze igcinwe noma ithuthukiswe. Ihlinzeka ngohlaka oluwusizo kakhulu lokuhlaziya noma yikuphi ubunikazi obubonakalayo bamanje. Phakathi kwamaphayona afana noPaul Rand, izimpawu zamasiko ezifana no-"I ♥ NY," izindaba ezicishe zibe yinganekwane njengehhashi eligijimayo leFerrari, kanye nezinqubo zokuhlola umkhiqizo ngendlela ehlelekile, kuvela isithombe esicacile: Ama-logo asebenza kahle kakhulu awawona umphumela wengozi, kodwa awenhlanganisela enembile kakhulu yesu, ubuhlakani, kanye nokuxilongwa kochwepheshe..
