Phakathi kuMatshi, I-Decathlon yaqala inqanaba elitsha kwisicwangciso sayo sonxibelelwano. I-logo entsha ye-Decathlon, kwangaxeshanye, ilula kunye nesimboli solwalathiso lwenkampani eya kuthatha ekukhuthazeni iimveliso zayo. Xa inkampani eyaziwayo, esele isekwe kwishishini, itshintsha yobunikazi, kungaphezulu kunokutshintsha nje i-typography okanye ilogo. Ikwamalunga nokubekwa ngokutsha kwesicwangciso sonxibelelwano.
Kwimeko Decathlon kunye nelogo yayo entsha, sijongene nomzuzu obalulekileyo kwishishini lempahla yezemidlalo. Siphonononga ukuba kuthetha ukuthini kwaye unokuqonda njani kwaye ufunde umfanekiso omtsha wempahla yezemidlalo edumileyo kunye nezixhobo zohlobo lwemvelaphi yesiFrentshi.
I-logo entsha ye-Decathlon, abadali bayo kunye ne-motifs
Las arhente Wolff Ollins kunye AMV BBDO Banoxanduva lomfanekiso omtsha we-Decathlon, ilogo yayo entsha kunye nolunye uhlengahlengiso lobuhle olunxulumene nefemu. Ifemu yaseDecathlon yenye yezigebenga ekusasazweni kwezixhobo zemidlalo. Isigaba salo esitsha siphawulwa ngokuhlaziywa kwesazisi sophawu, sifuna ukulungelelanisa iimfuno kunye nokulindela kwabathengi abatsha.
Ukukhangela ukuqhubeka nokuba nobukho kunye nokufaneleka kwishishini elinjalo elikhuphisanayo, i-Decathlon icela a ilogo entsha enoyilo lwangoku nolwenziwe lula. Lixesha lokuvuleleka kunye nokufikeleleka kwebhrendi, kodwa ngaphandle kokulahlekelwa ngundoqo walo wokuqala. Uyilo ngokutsha aluchaphazeli nje kuphela isazisi esibonakalayo sefemu, kodwa kunye nefilosofi yenkampani. Ngoku ugxininiso luzinzo, ukusungula izinto ezintsha kunye nokubandakanywa kwihlabathi lezemidlalo. I-Decathlon ifuna ukuba ngumququzeleli wamava ezemidlalo kungakhathaliseki uhlanga, ubudala, umbala okanye iimeko zomzimba. Igxininisa ukubaluleka kokugcina ubomi bezemidlalo obusebenzayo, ngaloo ndlela kuzuzwa impilo-ntle yomntu ngamnye kunye nangokudibeneyo.
Injani ilogo entsha?
I-wordmark ihleli, kodwa ngoku ihamba nophawu olutsha. I-emblem entsha iyaqhubeka idibanisa i-C kunye ne-A, eyona nto ihluke kakhulu kwi-logo yangaphambili kwaye inyamezela nangona kukho ukuguqulwa. I-logo entsha ye-Decathlon ibizwa ngokuba yi-Orbit kwaye iya kubonakala kwiindawo ezahlukeneyo zokuchukumisa zefemu, kunye nakwiimveliso ngokwazo.
Ngokubhekiselele kumbala, sebenzisa eyahlukileyo, umthunzi omnyama oluhlaza okwesibhakabhaka, kunye nesithuba esibanzi kancinane phakathi koonobumba. Ngale ndlela ukufunda uyilo kulula kancinci. Ukuphepha iimpazamo okanye ubunzima bokubona kwicala lomfundi. I-typography nayo intsha, eyenzelwe le logo. Ibizwa ngokuba yi-Decathlon Sans kwaye iphefumlelwe yi-engile ethile yeleta A. Iquka abanye abalinganiswa abatshintshanayo ngolu tyekelo lwahlukileyo.
Ubume be-brand ye-Decathlon
La ukuncitshiswa kweempawu zakho Iyinxalenye ebalulekileyo yesicwangciso sonxibelelwano esikhuthazwa yiDecathlon. Ijonge ukwenza lula ukufundeka kunye nokuqonda izibonelelo ezininzi ngumthengi. Oku kunika amava angcono jikelele, ukukhuthaza indlela yokufikelela kwiimveliso ezithile kunye nezahlulo kakuhle.
Iimpawu zeengcali eziya kuhlala zisebenza zezi:
- IsiQuechua (intaba).
- I-Tribord (amanzi kunye neseyile).
- I-Rockrider (ibhayisekile yangaphandle).
- Domyos (ukufaneleka).
- I-Kuikma (irakhethi).
- Kipsta (imidlalo yeqela).
- Caperlan (indalo).
- I-Btwin (i-landslide yedolophu kunye nokuhamba).
- Inesis (echanekileyo).
Ukongeza, kuya kubakho ezinye iintlobo ezine zempahla kunye nezixhobo zeengcali:
- Van Rysel (ngebhayisikile).
- Kiprun (ebaleka).
- Solognac (ukuzingela).
- Simond (intaba kunye neentaba).
Ziziphi iindlela ezintsha zokuthengisa zeDecathlon?
Ukongeza kwi ilogo entsha yeDecathlon, imiba enxulumene neevenkile kunye nokubekwa kweemveliso kunye nezindululo nazo zilungisiwe. Inyathelo lokuqala yaba kukuncitshiswa kwe-20% yeebrendi zefemu. Esi sicwangciso sokunciphisa ukuveliswa kwayo kunye neempawu zokuchongwa kwi-9 inceda i-Decathlon igxininise imizamo yayo kwiimveliso ezithile kunye namava ngaphakathi koluhlu olubanzi lwezemidlalo.
Injongo yile yenza lula ukufundeka kunye nokuqonda uluhlu lwakho olubanzi lweemveliso ezemidlalo kumthengi. Ngaloo ndlela, iskimu esiqhelekileyo sihlengahlengiswa kwakhona ukuze sikwazi ukuhlanganisa ngokulula yonke into eyenziwa yiDecathlon. Ngakolunye uhlangothi, ngokudala umgca weemveliso ezininzi kunye ne-brand ye-Decathlon njenge-ambrella, kuya kwenzeka ukuba uqokelele inani elikhulu labathengi kunye nokuvelisa isazisi esidibeneyo. Lutshintsho olukhulu kwisicwangciso xa kuthelekiswa namanyathelo athathiweyo ngo-2019.
Ngelo xesha, i-Decathlon yandisa inani leemveliso kwaye yafuna ukuhlukanisa ngokuthe ngqo imigca yemveliso yayo. Ngaphezulu kweminyaka emi-4 kamva, isigqibo asibonakali sivelisa isiqhamo kwaye isicwangciso esitsha kukuhlanganisa, ukuqinisa ubuwena kunye nokuphinda kuqwalaselwe indlela yokuqhubeka. Ngaphandle kokulahlekelwa yinto yokuba i-Decathlon yinkampani egcina amandla amakhulu kunye nobukho beli candelo, kodwa ifuna ukuhlaziya kunye nokwenza uninzi lwamanyathelo kunye nezindululo ezikhoyo zokuthengiswa kwezixhobo zemidlalo.