Ngokuhamba kwesikhathi, izinkampani kufanele ziguqule ama-logo ukuze zivumelane nentuthuko, hhayi ebhizinisini kuphela, kodwa nasemphakathini. Yingakho labo asebekhulile benemiklamo eminingana. Yilokhu okwenzeka nge- Izimpawu ze-Starbucks.
Uyazi ukuthi ziguquke kanjani kusukela ku-logo yazo yokuqala kuya kulena eziyibonisa ezitolo zazo njengamanje? Njengokudala, lokhu kungakusiza ukuthi ubone ukuthi abanye ochwepheshe bayixazulula kanjani inkinga yokuqamba kabusha ngaphandle kokulahlekelwa ubunikazi bomkhiqizo. Ingabe sizobheka?
Umsuka womkhiqizo we-Starbucks
I-Starbucks i iketango lekhofi ebelinebhizinisi kusukela ngo-1971, ngonyaka yasungulwa eSeattle, eWashington. Ibhekwa njengenkulu kunazo zonke emhlabeni, futhi ikhona emazweni angaphezu kuka-70.
Futhi, Aligcini ngokudayisa ikhofi, kodwa linezinye izinhlobo zeziphuzo. (kokubili kushisa nokubanda), kanye namasemishi namakhekhe. Ize idayise nemikhiqizo yokuthengisa enophawu lomkhiqizo wayo.
Izimpawu ze-Starbucks
Umthombo: ETCoxblog
Kusukela ngo-1971 kuya ku-2024, unyaka esabhala ngawo lesi sihloko, isikhathi esiningi sesidlulile. Futhi i-brand ibilokhu ivela. Eqinisweni, singakutshela ukuthi ngenkathi iqala ayizange ithengise izinto ezifanayo njengamanje.
Ezingeni lelogo ye-Starbucks Sekunezinguquko eziningana ngezikhathi ezithile. ukuzivumelanisa nobunikazi bomkhiqizo kanye nendawo ezungezile. Siwahlaziya ngamunye ngamunye.
Ngo-1971, kwazalwa i-Starbucks
Umthombo: Logomaster
I-2000 Western Avenue, e-Seattle, ibalulekile ku-Starbucks ngoba kwakuyindawo yayo yokuqala nalapho inkampani yazalelwa khona. Ngaleso sikhathi okuwukuphela kwento ayeyithengisa kwakuwubhontshisi wekhofi. Okusho ukuthi, abazange balithengise ikhofi kodwa isithako sokulenza ekhaya. Umphakeli wabo kwakungu-Alfred Peet, okungenani unyaka wokuqala, ngoba ngaleso sikhathi isidingo sasibenza bavale izinkontileka nabanye abahlinzeki.
I-Los Abasunguli be-Starbucks kwakunguJerry Baldwin (usomabhizinisi), uZev Siegl (umdlali wevayolini) noGordon Bowker (umbhali) kanye nosomabhizinisi wekhofi u-Alfred Peet.
Njengesiqalo, i-logo yayo ihluke kakhulu kunaleyo eyalandela kamuva. Sithole ilogo, ngaphandle kwegama elithi "ikhofi", isithombe abasikhethile sasihlobene kakhulu nezimpande zasolwandle zase-Seattle kunekhofi. Kwakuyindilinga ensundu ehlukaniswe iziyingi ezimbili zangaphakathi ezinemiphetho emhlophe. Isiyingi esincane sasiphakathi nendawo, futhi ngaphakathi kwakunefreyimu ebambe umsila ngesandla ngasinye. Kwabasunguli, babefuna lesi sithombe sisho ukuthi amakhasimende noma labo ababone uphawu lwabo bazozizwa bekhangwa ikhofi nokuthi, lapho bezama, iphunga nephunga lizokwakha ukwethembeka.
Emzuliswaneni wesibili umkhiqizo wanikezwa "igama": Ikhofi ye-Starbucks, Itiye nezinongo.
Ukuguqulwa kwamalogo e-Starbucks: inkathi entsha
Ngo-1987 i-Starbucks yanquma ukuthi sekuyisikhathi sokushintsha i-logo eyayihambisana nayo iminyaka eminingana. Futhi kwakuwukuklama kabusha okwacishe kwahlukana nokwangaphambili.
Okokuqala, Umbala onsundu washintshwa waba luhlaza. Iziyingi ezimbili zagcinwa, ngaphandle kokuthi enkulu kunazo zonke yanyakaza yaze yaba unqenqema lwendilinga.
Ngaphakathi kwesiyingi esincane, isithombe se-mermaid enemisila emibili sagcinwa, kuphela sathatha ukubukeka kwesimanje kakhulu, ngemininingwane eyengeziwe nobusha. Lapha bekubukeka njengevekhtha kunomfanekiso (njengoba kwenzekile ngelogo yokuqala).
Mayelana nombhalo osendingilizini yesibili, lokhu kwafushaniswa, kusale kuphela amagama athi Starbucks (phezulu), nekhofi ngezansi. Njengokwehlukana, inkanyezi ohlangothini ngalunye.
Lolu shintsho lwaluzokwenzeka futhi ngoba bekuwunyaka abaqala ngawo ukuvula izitolo ngaphandle kwase-Seattle nase-Chicago, ngakho babedinga isithombe esisha esasinamandla kakhulu futhi, ngaphezu kwakho konke, esamanje kakhulu ngaleso sikhathi. Ukwengeza, umkhiqizo wabo waqala ukushintsha. Abagcinanga ngokuthengisa ubhontshisi wekhofi, kodwa baqala ukulungisa ikhofi ezitolo ukuze baphakele amakhasimende abo, into eyenza bathole amakhasimende amaningi.
Indlela entsha
I-logo yangaphambilini ayizange ibe nenhlanhla yokuhlala ingashintshiwe njengeyokuqala. Futhi yilokho, Ngo-1992, njengoba i-Starbucks ihamba esidlangalaleni futhi yanda emhlabeni jikelele, bashintsha ilogo futhi. Yiqiniso, ayizange ishintshe ezingeni lesakhiwo, ngaphandle kwesithombe se-mermaid enemisila emibili.
Kulokhu i-vector yelogo yangaphambilini yagcinwa. Kodwa esikhundleni sokubonisa umzimba wonke, basondeza isithombe ukuze bagxile kuphela kumfanekiso we-mermaid, beshiya imisila emibili cishe njengomhlobiso (noma ubani owayengazi ukuthi i-mermaid enemisila emibili wayengeke asole. ukuthi bamele lokhu). Lokhu kwakungenxa yokuthi isithombe sasekuqaleni sasiveza amabele kanye nenkaba, into eyayiqala ukungahambi kahle.
Olunye ushintsho olwenziwa ukushintsha umbala oluhlaza. Eqinisweni, bayenze yaba mnyama kancane futhi yajula, banikeza isithombe esilinganiselayo kulogo futhi bazuza umphumela ongcono ngisho nokuqashelwa komkhiqizo.
Kodwa-ke, le logo ayizange isebenze kuze kube ngu-2011. Kube khona isikhathi, kusukela ngo-2006 kuya ku-2008, lapho yashintshwa khona ukuze ibe uphawu lwangempela ukuze ixhumane nemvelaphi. Nokho, iqiniso lokuthi lesi sithombe saphinde sabonisa lezo “zimfanelo zowesifazane” lagxekwa kakhulu.
Ukugubha iminyaka engu-40 kwe-Starbucks kufike nelogo entsha
Owokugcina wama-logo we-Starbucks kuze kube manje ubelokhu esebenza kusukela ngo-2011. Ngesitayela se-minimalist, ihlephula kancane nalokho okade ukumele umkhiqizo. Futhi ilahlekelwa ngokuphelele umbhalo futhi, nakuba igcina isimo esiyindilinga, igxile ngqo ku-mermaid. Ngokukhethekile esithombeni selogo yangaphambilini. Yiqiniso, igcina umbala oluhlaza ojwayelekile.
Njengoba ubona, ama-logo e-Starbucks ashintshile njengoba inkampani yanda futhi nombono wayo ushintshile. Kodwa bonke bagcina okuthile kokuqala. Kulokhu, isithombe se-mermaid enemisila emibili esasibaluleke kakhulu kubasunguli ngoba sasibakhumbuza ukuqala kwabo e-Seattle. Njengokudala, ingakusiza ubone ukuthi izinguquko ezincane zingashintsha kanjani ilogo ngaphandle kokulahlekelwa ubunikazi bomkhiqizo. Ingabe usuwahlaziyile la ma logo?