Ukudalwa kunye noyilo lwe-brand akwenziwanga ngosuku olunye. Ziquka inkqubo ende yokudala, apho zonke izinto kufuneka zithathelwe ingqalelo. Ngoko ke, kubalulekile ukuba kuyilo okanye ukulungiswa kwakhona kwe-brand, nokuba neenkcukacha ezincinci zithathelwa ingqalelo. Umzekelo ocacileyo woku: Amazon.
Inkampani ye-e-commerce yaseMelika iyitshintshile ilogo yayo amaxesha amaninzi, de yafikelela kule siyaziyo namhlanje. I-Amazon iye yakwazi ukuziqhelanisa notshintsho kunye nefilosofi ye-brand, kunye ne-logo eyaziwayo. Kwaye kukuba, ngamanye amaxesha akuyomfuneko ukuba nelogo entsonkothileyo. I-Amazon ngumzekelo ocacileyo wokubaluleka kokulungelelanisa i-logo yakho ngokusekelwe kwiziganeko. Apha sikuxelela ngembali kunye nentsingiselo yelogo yeAmazon, de sifike kule enayo ngoku.
Imbali kunye nentsingiselo yelogo yeAmazon
Unyaka 1995
IAmazon yenziwa njengendawo yokuthengisa iincwadi, ngeli shishini ilogo yokuqala yenkampani yazalwa. Xa ilogo yeAmazon yenziwa, UJeff Bezos wayefuna ukuba ibe yiminimalist phantsi kwengubo yokonga kuhlahlo lwabiwo-mali. Kuyabonakala ukuba, le ntshukumo ihambe kakuhle kangangokuba ayizange ichaphazele isazisi sophawu, oluvunyiweyo ngoku kulo lonke iplanethi. I-logo ye-original yenkampani yenziwa nguTurner Duckworth ngo-1995. I-logo yayiquka unobumba "A" kunye newebhusayithi ye-Amazon engezantsi kwifonti emnyama sans-serif. Emva koko, ukumila koMlambo i-Amazon kwahlula unobumba "A". Ngale mpembelelo yokuthomalalisa bafuna ukuqaqambisa ivenkile.
Unyaka 1997
Kwiminyaka emibini kamva, ilogo yokuqala yahlengahlengiswa. Bongeze imigca ethe tye ephume ngendlela eyaphinda yawenza uMlambo iAmazon. Ngale milo intsha, ilogo yayifana nomthi. I-logo yayingekabinawo umbala. Ngokuphathelele umfuziselo, waba mncinci.
Unyaka 1998
Kwaba ngowe-1998 apho iAmazon yaqalisa ukukhula ngokukhawuleza. Iimveliso ezintsha zongezwa kwivenkile, njengeencwadi kunye nomculo phakathi kwabanye. Utshintsho lwelogo lwalufuna ukubonisa loo mveliso. Iilogo ezintathu ezahlukeneyo zenziwa. Eyokuqala yazo zonke, isuse ngokulula isimboli soMlambo i-Amazon kwaye yashiya umfuziselo kunye ne-serif typeface, yaba yi-logo kwaye yongeza esinye isiqubulo esithi "Esona venkile yeencwadi sikhulu emhlabeni". Le logo ayizange ihlale ixesha elide, yatshintshwa yinguqulelo eyayinombala omtsha: omthubi.
Ngoku oonobumba belogo baba ngoonobumba abakhulu, kwaye unobumba "O" wayetyheli. Lo mfuziselo waphinda wanyamalala. Kuhlobo lwamva nje, sinokubona ilogo encinci neyale mihla, kunye negama elithi "Amazon.com" kunye nomgca ophuzi ngaphantsi kwayo. Lo mgca ubunegophe elincinci ukuya phezulu. Ngalo mgca bafuna ukumela ingcamango yebhulorho, edibanisa ixesha elidlulileyo kunye nekamva.
Unyaka 2000
Ilogo yeAmazon njengoko yaziwa yadalwa ngaphezulu kweminyaka engama-20 eyadlulayo. Yaphela sele iluphawu lwenkampani entsha. Okwangoku, i-logo yenziwe ngegama elithi "Amazon", eyenzeka ukuba inonobumba abancinci. Usawubona umgca omthubi, kodwa ngeli xesha ukwimilo yotolo. Loo nto idibanisa oonobumba “A” kunye no “Z”. Ukukhethwa kwemibala kuhamba kunye notolo ngendlela yokumomotheka, egxininisa ngakumbi ubutsha kunye nobungqina obuhle be-brand.
I-logo esiyaziyo sonke namhlanje yenzelwe ngo-2000 kwaye yaba luphawu lwesizukulwana esitsha kunye nenkqubela phambili yetekhnoloji. Uyilo lukhethwe lelona qonga likhulu le-e-commerce, libonisa indlela yalo elungileyo neqhubekayo.
Sekunjalo, uJeff Bezos wayenenkxalabo malunga neendleko zokupakisha. Wakhetha ukugcina kuyilo lwezinye izinto. Ngoko UDuckworth wakhetha ukusebenzisa uncumo kuphela ukuchonga iibhokisi zokuthumela ngenqanawa. Ukudala iibhokisi ezincumayo, eziye zasebenza njengeqhinga lokuthengisa.
ixabiso logo
Ingcaciso ukuba uBezos unika uphawu lwakhe, Inento yokwenza neentlobo ngeentlobo zeemveliso awayefuna ukuba ivenkile yakhe ibe nayo ngelo xesha. Ngesi sizathu uphawu lunotolo oluqala kunobumba “A” luphele ngo “Z”. Utolo olulula luqhagamshele zonke iimveliso ezithengiswa kwiAmazon. Ukuba ujongisisa uya kubona ukuba umhla ukwimilo yoncumo.
Ukuchwetheza
Ngokubhekiselele kwi-typography esetyenziswa yi-Amazon, kunokuthiwa oko ayikho nzulu kakhulu okanye ayiqhelekanga kakhulu, iphakathi. Ngokumalunga nokukhethwa kombala omnyama, i-orange kunye nomhlophe, sinokuthi umnyama ukhethwe ngenjongo yokuhambisa ukuphakama kunye nokulawula kwimarike yokuthengisa. I-Orenji yongeza amandla kunye nolonwabo, ngelixa ukongeza umbala kumnyama kwaye uwenza ungabi nzulu kakhulu.