Nhoroondo yeBrand

Parizvino, nzanga yedu inofamba kuburikidza nemhando dzakasiyana dziripo munyika. Tinowana mabhureki pese patinenge tiri uye ese akatiratidza kuti akauya muhupenyu hwedu aine basa mumaoko. Munyika yegraphic dhizaini, izwi rekuti "branding" rinowedzera kududzirwa, uye hazvishamise sezvo makambani mazhinji achikumbira mabhureki anomiririra zvizere zvavanoda kutaura.

Nguva zhinji isu hatikwanise kukanganwa mhando, pamwe nekuda kweiyo yakanaka nzira yekushambadzira kana nekuda kweakanakisa mugadziri akaigadzira.

Mune ino post isu hatisi kuzongokuzivisa iwe kune iyo nyika yemhando, asi isu tichazotsanangurawo kuti vakamuka sei, sei vakauya vakagara nesu nokusingaperi uye mabasa api ainoita muupenyu hwedu hwezuva nezuva. Unoda kuziva here?

Chii chinonzi brand?

Tisati tasuma iwe kune imwe nguva rwendo, unofanirwa kuziva kuti "brand" pfungwa chii. Kana tichitaura nezve brand, tinoreva rudzi rwechiratidzo kana chikwangwani chinotibvumira kuziva kuti chiratidzo ichocho chii chaizvo uye chinotipa ruzivo nezvazvo. Inonzwisiswa zvakare sechiziviso chekutengesa pazvinenge zviri zvekusimudzira kambani pamwe chete nehunhu hwayo chigadzirwa.

Chiratidzo hachingotibatsiri kukoshesa uye kuziva nzira yekududzira zvatinoona, asi zvakare chinozadzisa basa rekuzvisiyanisa kubva kune mamwe mabhureki. Pano panouya yatinoti process of Branding. Iyi dhizaini ye graphic dhizaini inopa kugadzirwa kwemhando kubva pakatanga, kubva pazita rayo kusvika kune yakanyanya kubatanidzwa chimiro. Ndiko kusaka tichirizivawo se chiziviso chekambani kana mufananidzo wekambani, asi hazvina kufanana.

Kuzivikanwa kwekambani uye mufananidzo wekambani

Apo patinotaura nezvazvo kuzivikanwa kwekambani, tinoenda zvakananga kune dhizaini inounganidzwa kubva mumhando uye inomiririrwa mune yatinodaidza kuti chitupa bhuku. Iri bhuku rinoratidza maitiro ekugadzira iyi brand, pamwe nekuongorora uye kuvandudza kukosha uye zvitendero zvinoumba kambani. Muchikamu chino, kumiririrwa kwechiratidzo - chiratidzo chinotanga kushanda, ndiko kuti, typography inomiririra zvese zita rekambani nemhando (logo) uye chiratidzo kana graphic sosi inomiririra mhando muzere pamwe neLogo. Zvinoita sekunge zvinovhiringa pakutanga, asi zvakakwana kuti iwe unoziva kuti zita reiyo yakakurumbira Nike brand pamwe neiyo typography ndiyo logo, uye chiratidzo chayo ndiyo graphic sosi yavakashandisa.

Mufananidzo wekambani inodarika kuratidzwa kwechiratidzo, sezvo pasina mubvunzo iwo mufananidzo wakazara uyo musika unoona nezvawo. Hezvino izvo ane mukurumbira anosangana nazvo Marketing. Kushambadzira kunozadzisa basa rekuisa chiratidzo pamusika, nechinangwa chekusvika kune huwandu hwevatengi uye nekudaro kuwana zvese zvinogoneka.

Zvino zvaunoziva kuti rudzi chii uye nekuti graphic dhizaini inounzwa zvakanyanya, isu tichagadzirira injini dzekutanga dzerwendo.

Takatanga!

Nguva ye1500s: kutanga

Iwe uchashamisika, asi iyo brand pfungwa mu1500s yaive nechirevo chakasiyana zvachose pane zvatinoziva nhasi. Munguva yeNordic, izwi rekuti chiratidzo raireva "kupisa" uye raivewo nechimiro, sezvo chaive chimedu chakagadzirwa nematanda anopfuta uye chaive mudziyo waipisirwa mhuka dzemombe kuti dzitarake.

Munyika dzakadai seSpain kana Mexico, zviri kuitwa pari zvino. Chinangwa chikuru cheizvi ndechekugadzira tsoka yakasarudzika. Zviratidzo zvemhando dzakasiyana pakati pavo, sezvo maererano nezvipfuwo zvavo, ivo vaiva mune imwe nzira kana imwe. Kazhinji, zviratidzo izvi zvinotemerwa neakasiyana ekutanga, zvichienderana nezvipfuwo zvazviri, mukuwedzera isu tinowanawo mamwe magirafu zviwanikwa zvakaita semitsetse yakakora kana nhamba dzakasiyana dzejometri.

Kana ukambobuda panze ukaenda kusango kana kugomo ukaona mhuka ine mavanga aya, zvinoreva kuti inhengo yeboka rakati nokudaro, hairasike. Zvakakoshawo kuziva kuti chiito ichi chinokanganisa hutano hwemhuka pachayo uye haisi kubatsiridza zvachose kwavari.

1750 - 1870: The Industrial Revolution

Zvirokwazvo wakanzwa nezvezera rakakurumbira reindasitiri, chimwe chezviitiko zvenhau zvenguva iyoyo. Zvakanaka, zvese zvakamuka muzana ramakore rechiXNUMX nerechiXNUMX. MuEurope neUnited States, miitiro mitsva yekugadzira yakagadzirwa, izvi zvakakonzera zvikomborero zvikuru kunzanga sezvo teknolojia yakafambira mberi pamwero mukuru. Neizvi, vatengi vemakambani mazhinji vakakura uye kudiwa kwakamuka kuti vatore kutonga kwemusika.

Panguva ino, iyo brand concept yakatanga kufanana neyatinoziva nhasi, izwi rizere nezviratidzo, magadzirirwo, maumbirwo uye mavara. Asi iyo yekushanya haigumire pano, sezvo vaifanira kunyoresa zviratidzo. Zviratidzo zvakanyoreswa zvakatanga kutora nzvimbo yepakati muna 1870, gore rino raive rakakosha zvikuru pakuzivikanwa kwezviratidzo, sezvo yekutanga Trademark Law yakaumbwa muna 1881, yakagadzirwa neUnited States.

Nekuda kwemutemo uyu, makambani mazhinji akatanga kuve nevaridzi vakawanda vezvigadzirwa zvavo nekambani yavaiedza kusimudzira. Mukuwedzera, makwikwi ekutanga akamuka uye pamwe nawo, mabhenefiti ekutanga.

1870 - 1920: zera retekinoroji

Zana remakore rechiXNUMX rakaunza kuwedzera kwekushanduka kwetekinoroji, uye pamwe nayo, kuberekwa kwemhando dzekutanga: Coca Cola, Ford Motor Company, Chanel uye LEGO.

Kufambira mberi kwetekinoroji hakuna kungouya nekuzvarwa kwemhando huru, asiwo, mhando yega yega yakapa zvigadzirwa zvepamberi munguva yavo. Semuenzaniso, Ford yakapa mhando yayo yekutanga yemota dzakagadzirwa muUnited States, dzine peturu kare pamberi peimwe mhando yemotokari.

Mukuwedzera, zvipfeko zvezvipfeko zvakadai seChanel, zvakapa masutu ekutanga evakadzi, panguva iyo brand yaitungamirirwa chete kune varume. Nekuda kwezvidiki izvi, imwe neimwe yemhando idzi yakashandura indasitiri nekuzvimisa pamusika semhando dzakanakisa dzenguva iyoyo.

Munguva iyi, mhando dzakawanda dzakagadzirawo chiratidzo chavo mumagazini nemapepanhau. Nguva yekudhinda haina kungopa kuparadzirwa kukuru kweshoko, asi yakapawo mukana kumakambani mazhinji kuti akurudzire chigadzirwa chavo nekudaro kusvika kune nhamba huru yevatengi.

1920 - 1950: Yekutanga kushambadzira midhiya

Nekufamba kwenguva, kwete chete kufambira mberi mune zvigadzirwa kwakakosha, asiwo mune zvenhau. Nechikonzero ichi, kukosha kwakawanda kwakapihwa redhiyo, nekuti yaive imwe yekutanga chiteshi. Mukutanga kwezana ramakore rechi1920, maredhiyo akashandiswa kusimudzira rimwe nerimwe rebhizimisi asi hakuna kuzosvikira muna XNUMX, apo yakave yakakurumbira zvikuru. Nenzira iyi vakapa nzvimbo kune vokutanga zviziviso, uko brand yakasimudzirwa kuburikidza nepfupi uye nyore meseji.

Imwe yekutanga kushambadzira yakatanga muna 1922 (New York). Mumakore gumi aya, kwete chete kushambadzira kwakagadzirwa, asi mapurogiramu ekutanga akaitwa zvakare. Asi semhindumupindu yese, zvinodikanwa kuvandudza uye kufambira mberi mumatanho makuru, mabhureki haangodi kunzwiwa chete asiwo kuonekwa. Ndicho chikonzero materevhizheni ekutanga akabuda.

Muna 1941, mhando yewachi yekuAmerica, Bulova Watches, yakazivisa kushambadzira kwayo kweterevhizheni kwekutanga, iyo yaive yakareba masekonzi gumi uye yakasvika kune vanosvika chiuru vanoona. Nhepfenyuro idzi dzakanga dzichikura, uye naivo makambani akawanda akanga ava kushandisa terevhizheni kushambadza bhizimisi ravo.

Parizvino takakomberedzwa nezviuru nezviuru zvezviziviso, zvizhinji zvacho zvatova nenguva inosvika maminetsi matatu kana mana uye kuzvipfupisa kusvika paminiti imwe.

1950 - 1960: Mavara emavara

Makore akafamba, uye pamwe nazvo zviitiko zvitsva zvakamuka, chimwe chazvo chaive Hondo Yenyika Yechipiri. Ichi chiitiko chenhoroondo chakaunza shanduko mukugadzirwa kwezvinhu zvitsva uye mukukura kwemusika. Haisi chete midhiya yakaita seterevhizheni yakashanduka, asi yekutanga midhiya isina mhepo yakabuda, kureva, midhiya yemuviri yakabvumira kuparadzirwa kukuru kwechiratidzo pamwero mukuru: zvikwangwani, zvikwangwani, magadzirirwo ekutanga ekurongedza nezvimwe. Mukuwedzera, terevhizheni yemavara yakabudawo.

Neizvi, nzira dzekutanga dzekutengesa uye kutungamira kwekutanga kwechiratidzo kwakatanga, sezvo zvishoma nezvishoma vatengi vaidya zvigadzirwa zvemakambani akasiyana, uye naizvozvo, vakwikwidzi vakawanda. Izvi zvakabvumira vatungamiriri vatsva vekushambadzira kuti vabude uye nazvo, izvo zvatinoziva se kushambadzira kwemanzwiro kana manzwiro, uko mirangariro inowanda uye kwaunonyengetedzwa neshoko nomufananidzo.

1960 - 1990: Kukura kwemhando

Kufanana nemhando dzose, kukura kwepamusoro kwakagadzirwa nekufamba kwenguva kwakabvumira kufambira mberi. Aya mabhureki aida madhizaini matsva uye kunyange kugadziridzwa patsva, nenzira iyi mhedzisiro yakawanikwa iyo yakabvumira kuchengetedza chiziviso chemhando uye kuti aesthetics yaro yaizogadziridzwa nekugadziriswa nenguva.

Iyi nzira inomiririrwa mumhando yeiyo yakakurumbira chikafu chekudya network "McDonald's". Isu tinogona kuona nekutarisa kuti iyo brand yakagadziridzwa sei nekufamba kwenguva. Kune izvi, zvave zvichidikanwa kuita ongororo yapfuura yemafonti uye graphic zviwanikwa. Iyi rhythm inopa humwe hutsva hwemhando yemhando, iyo inotungamira mukuwana vateereri uye kuchengetedza makwikwi.

Gare gare, muma1990, mazhinji emabhizimisi emunharaunda mumaguta akatanga kuve nemukurumbira, vakatama kubva pane nyaya yekuve masherufu akareruka apo zvigadzirwa zvakaiswa, asi vakatanga kutora chikamu munhaurirano dzekutanga nemumiriri wemhando.

Mamwe emhando dzakanyanya kumiririra ma90s aive:

Buffalo london

Iyi kambani yaive yakatsaurirwa kugadzira nekutengesa shangu uye yaive yakamiririra mhando yevaimbi vane mukurumbira nevatambi venguva iyoyo, kusanganisira Girl Power. Chinangwa chayo chikuru pasina mubvunzo chaive chekusimudzira chimiro chemunhukadzi.

Kappa

Kappa ikambani yakatsaurirwawo kuchikamu cheshangu, pamusoro pekuve kambani yeItaly, imwe yemifananidzo inomira zvakanyanya ilogo yayo. Ikozvino yakagadziridzwa uye kambani haingopi zvigadzirwa zvakagadzirirwa zvemitambo asiwo inozviita nemhando yedenim.

Tommy Hilfiger

Iyo ikambani yeAmerica yakatsaurirwa kuchikamu chefashoni. Ndiyo imwe yemhando yakashandiswa zvakanyanya nevatambi vane mukurumbira uye modhi, kusanganisira Chiara Ferragni.

Ivo

Ellesse ikambani yakatsaurirwa pakugadzira uye kutengeswa kwezvipfeko zveItaly kubva kumagumo e50. Parizvino, kugadzirwa kwezvigadzirwa zvayo uye mararamiro ayo atora kushanduka kwemazuva ano uye kwemazuva ano, nokudaro achipa mamiriro ezvinhu epanguva uye kuchengetedza mazambiringa ekugadzira. ma90s.

kangol

Ifemu inotengesa heti dzevabati vehove. Idzi heti dzinowanzo gadzirwa kubva kumashanga uye mumakore ekuma90 dzaishandiswa zvakanyanya nevarapper uye mhando. Parizvino femu iyi inoshanda nemhando dzakadai seDior, Prada kana Loewe. Mamwe mashoko ekusimbisa pasina mubvunzo ndeokuti, kunyangwe isiri yakasarudzika mhando, yakashandiswawo naPrincess Diana pachake muna 1983 mumagazini yeVogue.

Sezvataona, mazhinji emhando nekufamba kwenguva anga achida dhizaini nyowani. dhizaini inogara ichichinja uye kushandiswa kwayo kunogona kusiyana zvichienderana nezvinhu zvakawanda. Tevere, tichakuendesa kunguva yekupedzisira yerwendo, nguva isiri kure nesu uye yasara nhasi.

Kubva 2000 kusvika zvino

Kana tikatarisa kumashure, tinoona kuti zvatora kufambira mberi kweruzivo rwemichina kuti tisvike kumhando huru dzakauya uye dzichauya. Parizvino, kugadzira mhando kubva pakutanga kana kutanga kubva pakugadzirisa patsva, kuri pamaoko edu.

Munguva yekutanga yenguva yedhijitari, muna 2000, kushambadzira kweterevhizheni kwaive kwakakurumbira uye yaive protagonist pamusoro pekushambadzira kudhinda. Chakanyanya kupa kutanga kukuru kwenguva iyi pasina mubvunzo yaive social media. Nenzira iyi, vashambadziri vaive nesimba rakawanda uye mabhureki akazvimisikidza ari nani pamusika. (Facebook ads, kusikwa kwemaposta kuburikidza neinternet media, kushandiswa kwema hashtag, dhizaini peji rewebhu, nezvimwewo).

Muenzaniso wakajeka imhando yeCoca Cola, zvakatora kugadziridzwazve kwekurongedza, iyo mhando pachayo uye kukosha kwekambani kuwana imwe yeakanakisa kushambadzira mishandirapamwe munhoroondo. Izvi zvakapa kuti mhando igare yakabatana nevateereri vayo uye kuti makwikwi akawedzera uye akaunza kufarira kwakawanda. Ichokwadi zvakare kuti hazvisi zvese zvakakomberedzwa tekinoroji, asi zvakare, panguva iyoyo, chakabatsira mabhureki makuru zvakanyanya pasina mubvunzo ongororo dzevatengi. Ongororo yega yega yakanaka kana yakaipa yakabatsira vamwe kuziva kambani nekuipinda.

Mamwe mabhureki akamira pachena kuma90s/2000s kusvika nhasi ndeaya:

Blumarine

Blumarine ikambani yekuItaly yakatanga muna 1977 nemuItaly Anna Molinariy Gianpaolo Tarabini. Iyo mhando inoratidzirwa nekushandisa yakadzika midzi tsika uye kushandisa mavara uye maumbirwo anomutsa nekurangarira gungwa. Chitoro chayo chekutanga chakavhurwa muna 1990 uye kubvira ipapo, ese emagazini efashoni akadzokorora mhando uye akafemerwa nazvo.

Parizvino, mhando yakasarudza kugara nechinangwa chekuyeuka madhirezi ayo uye masutu uye kudzokera kune catwalk. Chinonyanya kukoshesa chiratidzo ichi ndechekuti yakashandiswa nevanozivikanwa vakadai saKendall Jenner kana Bella Hadid.

Lanvin

Lanvin chiratidzo chakatangwa pakutanga kwezana remakore rechiXNUMX chakagadzirwa nemugadziri weIsrael Alber Elbaz. Parizvino, rudzi rwakasarudza kuonekwa zvakare uye kuzviisa pamusoro pemusika. Izvi zvakonzera kuti vanhu vane mukurumbira vakaita saParis Hilton naBruno Sialelli vaoneke mumashambadziro, vachishambadza chigadzirwa.

Mhedziso

Sezvatakakwanisa kuonga, mukati merwendo urwu takaona mhando dzakasiyana-siyana, dzose dzakachengetedza mamiriro ezvakaitika kare, asi pamusoro pezvose, iyo brand pachayo yakagara iri nhevedzano yemafungiro ayo nekufamba kwenguva atora zvinoreva. zvakasiyana.

Zvigadzirwa zvinotisarudza kare tisati tavasarudza, nenzira iyi tinova vatengi vavo, uye iyi nzira chikamu chehupenyu uye nzanga inotitenderedza. Ino ndiyo nguva yekuti iwe uende kunze kwenyika uye upinde munyika yemhando uye uone kuti nei vari.

Unofara here?