Los iilogos kudala zikhona. Ziyimbonakaliso yembonakalo yophawu ezikuzo kwaye zinenjongo yokukrolwa ezingqondweni zabo balubonayo lukhunjulwa kwaye luchongwe. Kodwa, akukho logo ilungileyo, kodwa uninzi lwazo.
Ukutyhubela iminyaka bekukho iilogo eziye zabangela uvakalelo kwaye zisasebenza namhlanje kwaye zibonwa naxa zingenalo igama lebrand. Ingwenya kaLacoste, unodoli owenziwe ngamatayara eMichelin, okanye iapile elilunywe nguApile yimizekelo nje embalwa. Kodwa ungathanda ukwazi zeziphi iilogo ezilungileyo kwimbali? Sibenzela uphononongo.
I-Nike, ingaba yeyona logo ibalaseleyo?
Alithandabuzeki elokuba, kulo lonke uphando oluye lwenziwa (ingakumbi e-United Kingdom naseMelika), baye benza ukuba i-Nike iphakame. ngamaxesha amaninzi ngebhaso lokuqala leelogo ezigqwesileyo kwimbali.
Akungabazeki ukuba i-Nike 'swoosh' yeyona logo igqwesileyo ngokuqatshelwa. Wonke umntu uchonga kunye ne-brand nangona kungekho gama kuyo.
Kwaye ngoku sithetha ngayo, ngaba uyazi ukuba inxulumene nephiko likathixokazi uNike? Lo yayinguthixokazi wamaGrike kwaye waphefumlelwa nguCarolyn Davidson xa ephuhlisa uphawu.
Kuya kuba ngenxa yolu qwalaselo ukuba, ngaphandle kotshintsho oluncinci olwenziweyo, iseyiyo eyona logo eyaziwayo ezininzi ezikhoyo.
iapile
Ukuthiya i-Apple kwenza ingqondo yakho ivelise umfanekiso oqhelekileyo we-apile (ehlala isilivere) ngokuluma kwicala lasekunene layo. Kodwa ngaba elo apile linomsila? Kwaye igqabi? Ngoku sele sikufakile?
Ekuqaleni, ilogo yayingenanto yakwenza nale siyaziyo ngoku. Kwaye inyani yeyokuba loo logo yokuqala ababenayo yayingumzobo ka-Isaac Newton phantsi komthi we-apile, ene-apile entloko (kunye nentelekelelo eqhelekileyo kwintsomi yokuba omnye wawela entloko kwaye kwafika umbono 'omkhulu' kuye. yena). Nangona kunjalo, uSteve Jobs ngokwakhe wayesazi ukuba le nto yayingayi kusebenza kwaye, kunyaka olandelayo, i-logo yatshintsha ibe yangoku, kuphela ukuba iphuhlisiwe, ngokuqhelekileyo kwi-geometric retouching kunye nemibala, kude kube ngoku.
Kwaye kwinqanaba lokuba lolona phawu lubalaseleyo kwimbali, kufuneka siyifake kuluhlu ukusukela namhlanje loo logo, ngokuyibona nje, isenza sichonge uphawu (kunye nobunewunewu, kufuneka kuthiwe).
ILondon Underground
Masihambe nenye yeelogo ezigqwesileyo kwimbali. Kwaye siyenza, kungekhona nge-brand enenjongo yokuthengisa (ukuthetha ngokufanelekileyo), kodwa ukubonelela ngeenkonzo zothutho. Sithetha ngantoni? Ewe, iLondon Underground.
Ukuba awuzange wayibona ilogo ngaphambili, le yi isangqa ngemigca ebanzi ebomvu kunye nebha eluhlaza, ibanzi kancinci kunesangqa, embindini onegama elithi "Ngaphantsi komhlaba."
Olu luyilo olunokuthi lukhangeleke njengophawu lokumisa, lolunye lweempawu ezinde kakhulu eLondon, ngakumbi njengoko lusekwe ngokuthe ngqo kweyokuqala eyayinayo, eyayisisangqa esinebhari (kunye neenkcukacha ezimbalwa ngakumbi) .
Ndiyayithanda iNew York
Ngaphandle kwamathandabuzo, le yenye yezo abaninzi bafaneleka njengeyona logo igqwesileyo. Kwaye akukho ngaphantsi, kuba wonke umntu uyazi ukuba kuthetha ukuthini, nokuba abanawo onke amagama. Umzekelo, 'uthando' luthatyathelwa indawo yintliziyo kwaye 'iNew York', okanye 'iNew York' inesishunqulelo esithi NY.
Nangona kunjalo, ukusukela oko yadalwa ngo-1977 nguMilton Glaser kwiSebe lezoRhwebo leLizwe laseNew YorkIkwazile ukunyamezela ekuhambeni kwexesha, ngakumbi kuba ibonisa uthando ngesixeko.
Ukongeza, enkosi kule logo ezinye ezininzi ezifanayo ziye zenzelwe ezinye izixeko.
Coca Cola
Njengoko usazi, okokuqala ukuthengiswa kweCoca-Cola, yayikwiikhemesti ukusukela oko yaba liyeza. Noko ke, ixesha lisenze sesona siselo sithengiswa kakhulu ehlabathini.
La uphawu lwaqala ukwenziwa ngo-1887 Kwaye inyani kukuba, ngaphandle kwee-tweaks kwifonti kunye nemibala, inyani kukuba isiseko sayo sigciniwe. Into onokuthi ungayazi kukuba le logo yenye yezona zilungileyo ekufihleni imiyalezo engaphantsi. Abanye bathi indlovu ibonakala kwigama elithi "Umsila"; Abanye bathi ukuba iguqulwe ngokuthe tye, inokuguqulelwa ukusuka kwisiArabhu (inguqulelo yayo ingayi kuba ngu "nother Mohammed nor Mecca"); ukuba xa uyibeke nkqo uyakubona umlungu etshicela emnyama ... Reality? Ethathwa njengenye yeelogo ezilungileyo kakhulu. Ngaphandle kokungena kwezinye iintlobo zeengxoxo.
UMicrosoft
Ngaba uyazi ukuba unodoli waseMichelin unegama? Ewe ewe, ibizwa I-Bibendum, unodoli omncinci owadalwa ngamavili amaninzi. Kodwa lumka, ekuqaleni, ngowe-1894, kwakungenjalo, kodwa kwakukhangeleka ngathi ngumntu wekhephu ogqunywe ngeentambo.
Ngokuhamba kwexesha uye waphucula "umzobo" wakhe ngaphandle kokulahlekelwa yi-plumpness yakhe, nangona kwiminyaka yamuva nje ulahlekelwe ubunzima obuninzi.
Amaphephancwadi amaninzi, amaziko entengiso, kwanoonondaba bawugqala lolona phawu lubalaseleyo lwenkulungwane yama-XNUMX. Kwaye ukuba omnye wabokuqala waphuma wabonakala ephethe imela enegazi okanye i-cigar kunye neeglasi (kwaye kungekhona ngenkangeleko enhle njengangoku).
Inkunzi yenkomo yaseOsborne
Ukuba uhamba eSpeyin, kunokwenzeka ukuba, ngamanye amaxesha, uya kudibana nebhodi yezaziso endleleni yenkunzi yenkomo. I-silhouette emnyama nje. Hayi kwakhona.
Ke, kuya kufuneka uyazi ukuba le yayiyiyo indlela yokwazisa uBrandy de Jerez Veterano, osuka eOsborne. Kwaye namhlanje kubhengezwa "njengelifa lenkcubeko kunye nobugcisa babantu baseSpain." Ke kunokuthiwa yeyona logo ilungileyo yebhrendi yakho.
Shell
Njengoko usazi, uShell yinkampani yamandla kunye nepetrochemical kodwa, Ngaba uyazi ukuba ngaphambi koko yayiyinkampani yezinto zakudala, i-curiosities kunye nama-seashell asempuma? Unyanisile.
Kubo ukutshintshiselana ngeparafini ngamaqokobhe asempumalanga kwakunengeniso enkulu. Kodwa kancinci kancinci belitshintsha ishishini libe leli langoku. Into abaye bayigcina yayiluphawu ababenalo, nangona kukho utshintsho oluncinci. Kwaye yiloo nto Ukuba ngaphambi kokuba basebenzise iqokobhe lembaza, ngo-1904 baqala ukusebenzisa iqokobhe le-scallop.
Ukusukela ngo-1971 uphawu lwayo aluzange lutshintshe, xa yenziwa nguRaymond Loewy.
Njengoko ubona, kukho iilogo ezininzi, kunye nezinye ezininzi esizishiyile singazikhankanyi ukuze singakruquli kakhulu, ezinokuthi zifaneleke njengeyona logo ibalaseleyo, kodwa inyaniso kukuba oko kuya kusenza singabahoyi abanye abaninzi. Ukongeza, i-subjectivity idlala apha kuba, naxa uphando luqhutywa ukukhetha okona kulungileyo, luluvo lomntu ngamnye kubo. Ke, ingaba yeyiphi eyona logo ilungileyo kuwe? Sazise!