Emva kokuba sijongane nesalathisi kunye nemiyalelo, kuya kufuneka ukuba sijongane necandelo eliza kungena kwi-brand (iziphumo zalo, ukwakhiwa kunye nemithetho yesicelo). Kunconywa kakhulu ukuba songeze encinci intshayelelo ukubeka kwangaphambi komsebenzisi woxwebhu lwethu.
Isicwangciso esisekwe kwinqanaba loshishino sifuna ukuthotyelwa kwemilinganiselo ethile kunye nemithetho ebalulekileyo, engenakutshitshiswa kunye nengenakubuyiselwa. Ukwahlula kohlobo lwethu kubaluleke kakhulu kwaye ukwakha umfanekiso ocacileyo nobambekayo wetywina lethu yeyona njongo yethu iphambili, ke ngoko umfundi wethu kufuneka aqinisekise ukuba uthatha amanyathelo achazwe kuxwebhu lwethu.
Kwincwadana yethu yemigaqo, amanqakwana afanelekileyo kufuneka afunyanwe akwazi ukusebenzisa uphawu kwaye amele inkampani yethu. kuzo zonke izixhaso apho kunokwenzeka. Ukongezelela, kufuneka kucaciswe ukuba utshintsho luya kuvela kwixesha elizayo kwaye umfanekiso wenkampani unokuvela, ngoko ke ukuba umfundi ulahlekelwa nayiphi na inkcazo okanye inkcazo, akufanele angathandabuzi ukuqhagamshelana nathi okanye, ngenye indlela, uqhagamshelane nesebe elijongene nomfanekiso wenkampani. yenkampani. Ngokuqinisekileyo, abo banoxanduva lwesebe lemifanekiso yenkampani okanye indawo kufuneka babe nokufikelela kuyo nanini na xa beyifuna kwaye, ngokuqinisekileyo, kwisiseko sembuyiselo. Umxhasi wethu (umnini shishini) kufuneka abe nolwazi olupheleleyo kunye nolawulo lolawulo lwencwadana yesazisi yenkampani.
Kweli candelo lokuqala ndiya kukubonisa iindidi ezine ezibalulekileyo oko kufuneka kube ngaphakathi kwecandelo lethu lophawu. Kuthabathe ixesha elingakumbi kunokuba bendicebe, ngoko kwinqaku elilandelayo siza kusiqwalasela esi sahluko.
- Umxholo kunye nedatha yokubaluleka okuthile kwiqela elenza inkampani: Yeyiphi inkampani esithetha ngayo? Iyintoni imvelaphi yeshishini apho sakha iikhonsepthi ezintsha? Kweli nqanaba ungabandakanya inqaku elincinane lembali malunga nokusekwa kwenkampani, isazisi sabasunguli okanye iinjongo zexesha elide. Into emalunga nayo kukuphuhlisa umxholo omncinci obeka umfundi. Inika umdla kakhulu ngakumbi ukuba imalunga neenkampani ezinkulu ezineqela elikhulu lomntu kwaye akukho nxibelelwano luthe ngqo nabasunguli.
- Imilinganiselo kunye nefilosofi eqhuba ishishini: Emva koyilo ngalunye kukho isiseko, isiseko esixhasa i-architecture yayo. Esi siseko siguqulela kumaxabiso abalulekileyo kunye neprayimari efana nokutsha, unxibelelwano okanye ukuzibandakanya. Dwelisa amaxabiso ondla ishishini (kunye nomfanekiso walo) kwaye uzame ukucacisa ukuba kutheni ezi xabiso zizo ekufuneka zithathwe njengesalathiso. Oku kuya kusebenza ukucacisa kunye nokubeka ubuso ngandlela thile kumbono wethu. Kumandla onke ulwakhiwo lwethu lunikezela.
- Intsingiselo kunye nesimboli. Yintoni efihliweyo emva kwesindululo sakho? Eli nqaku linomdla kakhulu kwaye libalulekile kuwe njengomyili. Apha sinethuba lokubonisa umxhasi wethu ukuba into nganye ifundwe ngendlela echanekileyo nenesazela. Siza kuphuhlisa umgca weploti othethelela ielementi nganye eyenza uyilo lwethu. Inayiphi intsingiselo indlela esiyibhale ngayo? Siza kulusebenzisa njani olu hlobo lwentetha ukukhohlisa kunye nokucenga abathengi bexesha elizayo beshishini? Sithini isicwangciso sethu sonxibelelwano kwaye silubeke njani kwiphepha lethu? Izama ukuhlalutya ngokucokisekileyo icandelo ngalinye: Umbala (ubeka ipalethi yombala kwaye unike ulwazi kunye nentsingiselo yokuba ezi shades ziya kunika lonke), iifonti (intsingiselo yesemantic kunye neyomfuziselo iyahluka ngokugqithisileyo ngokuxhomekeke kuhlobo lwefonti esetyenzisiweyo. ) sisebenzisa), Ubungakanani (ezi ziya kugqiba ukugxilwa kwengqwalasela) ... Yintoni emalunga nayo kukuba uchaze apho uyilo luvela khona, kutheni i-logo injalo ngokuchanekileyo kwaye kungekhona ngenye indlela. Yintoni eyakwenza wakha intetho enjalo ebonwa ngamehlo.
- Izinto ezixhasa ulwakhiwo: Emva kohlahlelo lwethu oluncinci lwegrafu kunye neyona nto ibonakalayo kunye neyomfuziselo, lixesha lokudlulela kwinqanaba elilandelayo: kuhlalutyo lobugcisa. Ukufumana, ukuchonga kunye nokwazisa izinto zethu zomsebenzi kuya kuba yimfuneko. Ngezantsi ndidwelisa ezona zithathu zisisiseko, kodwa ngokusengqiqweni unokongeza ngakumbi ukuba kuyimfuneko:
- Ukuchwetheza koShishino oluPhambili: Sithetha ngochwethezo olukhoyo kwilogo. Oku kuya kuba lolona phawu kunye nokuchazwa kwesazisi seshishini. Kufuneka sichaze igama elithile lefonti esetyenzisiweyo kunye nosapho lwayo. Kwimeko apho senze utshintsho kunoma yimuphi umlingiswa odibanisa i-typography yethu ngesandla, kufuneka siyicacise kwaye sibonise ukwakhiwa kunye nokuhlelwa kwimizobo ebonisa ukusebenza.
- Ukuchwetheza koShishino lwesibini: Ngokukodwa xa sithetha ngeelogo ezibonisa uchwethezo olungacwangciswanga okanye olunobugcisa obugqithisileyo, kuya kufuneka ukuba sifumanise ukuba zeziphi iifonti zesibini ekufuneka zisetyenziswe kumaxwebhu anzima ngakumbi. Le ngongoma ibaluleke kakhulu kunokuba ucinga kwaye zombini iifonti, zombini eziziiprayimari nezizisekondari, kufuneka zibe kubudlelane ukuze ziqinisekise ukuvisisana okubonakalayo kuzo zonke iinketho.
- Imibala yenkampani: Kucetyiswa ukuba sisebenzise ikhathalogu yemibala ecaba ukwenza umbala wethu wombala (umzekelo, iPantone). Umsebenzi oyintloko wencwadana kukubonisa ngokuchanekileyo indlela umfanekiso omele usetyenziswe ngayo, kwaye oku kubandakanya unyango lombala omele unikezwe. Kubalulekile ukuba sinikeze isampulu yegraphic yombala ngamnye weshishini kunye nekhowudi yawo. Kufuneka kwakhona sinikeze enye indlela kwaye siguqulele nganye kuzo kwi-RGB (ukufumana inkxaso ye-elektroniki) kunye ne-CMYK (yezixhaso eziprintiweyo) iindlela zemibala, nazo zincamathelisa ukufakwa kweekhowudi kwezi modali.