Xa sithetha nge-brand enamava amaninzi, siyalibala ukuba ivela phi kwaye yaqala njani.. Ngamanye amaxesha siyithatha lula ukuba ikhona kwaye asiyazi imvelaphi yendlela eyakhiwe ngayo. Sinokucinga nokuba uphawu lwenziwe njengoko silubona namhlanje kwaye aluzange luhambe kwinkqubo yophuhliso olunzima ukuze luzibeke apho lukhoyo ngoku. Oko kwenzeka nakwi-IKEA. Imvelaphi ye-typography, ukuvela kwayo kunye nendlela ekhokelele ngayo ekuqaphelisweni kwayo.
Elona khonkco likhulu lefenitshala elaziwayo kwihlabathi lazalelwa kumazantsi eSweden kwaye ikomkhulu lakhe loyilo liyaqhubeka apho.. Iseti yemibala yayo enemilo engqukuva ngaphakathi koxande ayifuni kwantshayelelo eyongezelelekileyo, kuba sonke sinokuqikelela ukuba loluphi uphawu, kodwa yaqala njani yonke loo nto?
Imvelaphi ye-IKEA
Ivenkile yaqala njengeshishini elincinci lomsunguli wayo u-Ingvar Kamprad eneminyaka eyi-17. Wayethengisa izinto ezincinane, njengeepeni, iifreyimu zemifanekiso, nezipaji. Wakwenza oku kwindawo engqonge ifama awayekhulele kuyo, ebizwa ngokuba yi-Elmtaryd, kufutshane nelali yase-Agunnaryd. Ukusuka apho imbali yenkampani yaqala. Ngenxa yokuba, ukuba sijonga ngokusondeleyo, ii-initials zegama lakhe, iifama kunye nedolophu ekufutshane zenza igama le-IKEA. Ngoko ke wayengenanto yokongeza ukuba aqale ukuthengisa phantsi kolu phawu.
Ilogo yokuqala ene-ikea typography yenziwa ngo-1951. Yayisisitywina sewax esifundeka 'ngeSiqinisekiso soBulunga' malunga negama lenkampani yaseSweden. Kwakhona i-IKEA typography iquke i-tilde phezu konobumba 'E'. Le typography yokuqala ye logo yenziwa kwimeko ephantsi kwaye ayinanto yakwenza nezi zilandelayo.
Kwiminyaka nje emithathu kamva kwaye ngokudibanisa uphawu lwayo, ilogo iguqulwe kancinane, iquka ifonti ngoonobumba abakhulu kwaye isusa 'isiqinisekiso sobunjani' kuba ibisele iyinto eyaziwayo ngakumbi.. Ekuqaleni, abathengi ababenokuodola kwikhathalogu babengawazi umgangatho weemveliso zabo, kungoko kwakukuhle ukuyiqaqambisa.Emva kolu tshintsho, u-Ingvar wabamba umboniso ukuze abathengi babambe imveliso ngezandla baze bazame. ukuyithenga kwangaphambili.
Ukutshintsha kwelogo kunye nokulungelelanisa
Emva kolu tshintsho kwafika uphawu olusemthethweni ngo-1967.. Oku kwakungekabinayo imibala yangoku ye-brand, kodwa yayisele inayo imilo kunye nokuchwetheza okuza kuhamba nathi kude kube yiminyaka embalwa edlulileyo. Iikona ezibukhali, ezingqindilili kwifonti 'engqindilili' efana nefonti 'yeFutura', ngaphakathi kwe-ellipse kunye noxande oluyibonakalisileyo ukusukela ngoko. Le yokuqala yathatha iminyaka eli-14 kumnyama nomhlophe. Ukutshintshela kamva kubomvu kwimvelaphi emhlophe.
Olu tshintsho lwalusele lumangalisa ngakumbi, ukongeza umbala kumfanekiso kukwanxulunyaniswa nokubandakanywa koomabonakude bemibala kunye nomfanekiso wedijithali.. Loo mibala yatshintshwa yile yangoku emele iflegi yaseSweden kwiminyaka emibini kamva.
I-IKEA yokuchwetheza kwizicatshulwa zakho
Kodwa olu hlobo lochwethezo aluphelelanga nje kwilogo. Uphawu ngalunye kufuneka lube neefonti ezilusebenzisela iinjongo ezahlukeneyo. Umzekelo, i-typography esetyenziselwa ukubiza nganye yefenitshala eyithengisayo. Enye eyahlukileyo inokusetyenziswa kwakhona xa kuchazwa ezi zibhalo okanye kwizilogeni.
Imeko enomdla ye-IKEA kukuba abakaze bahlawule uhlobo oluthile lokubhala, kuba basebenzise iifonti zasimahla. Into eqhelekileyo kwiimpawu ezinkulu kukuba basebenza kunye nenkampani yokubeka uphawu ukuyila uhlobo olulodwa oluchazayo, kodwa oku akunjalo kwi-Swede enkulu. Oko yaqala kwaye njengoko besitshilo ngaphambili, I-IKEA isebenzise ifonti ebizwa ngokuba yi-Futura. Emva kweminyaka engaphezu kwamashumi amahlanu ebhala iikhathalogu kunye naye, batshintshela kwi-Verdana typeface. Olu hlobo lochwethezo lwakhethwa ngenxa yokuguquguquka kwalo, kuba lunokutshintshwa kumazwe ahlukeneyo, anjengeAsia, eneelwimi ezahlukeneyo njengeTshayina neIndiya.
Kodwa kutshanje, ngo-2019, benze olunye utshintsho, olufunyenwe ngabasebenzisi abathile be-Twitter. KUNYEOlu tshintsho luqhubeka lunentetho efanayo kunye neVerdana kwaye kukuba bayayithethelela ngokuba yinto yonke jikelele. Uhlobo olutsha lokuchwetheza lwale nto yiNoto Sans.
UGoogle kunye neMonotype
Ifonti enomdla eyenziwe nguGoogle ekhethwe yi-IKEA inesizathu. Iprojekthi yokudala ifonti yendalo iphela nevulelekileyo ukuze isetyenziswe kulo naluphi na ulwimi. Le fonti ayizukuba namahluko kwaye igama layo linomdla kakhulu. I-Google Noto imele 'Akusekho tofu'. Enyanisweni, eli gama aliveli kwithuba, igama layo libangelwa ukuba i-typography yenziwe ngamacube, njenge-tofu ehlala emva kokuyinqunyulwa kwizikwere.
Le projekthi yenziwe yimfuno kaGoogle yokulungelelanisa iChrome kunye neenkqubo zokusebenza ze-Android kubo bonke abasebenzisi emhlabeni. Ekubeni i-Android iphunyezwa kwiinkampani ezahlukeneyo zobuchwepheshe ezifana ne-Samsung. Ngale ndlela, i-IKEA ithathe ithuba lemvelaphi yayo evulekileyo ukuyiphumeza kwihlabathi liphela kwityathanga lefenitshala.
Ilogo yangoku kunye nokuchwetheza
Kwaye ngalo lonke olu tshintsho olwenziweyo, ezinye ezinkulu kunabanye, sinokuthetha ngelogo ye-IKEA kunye nokuchwetheza namhlanje.. Ngo-2021, i-IKEA yatshintsha ilogo yayo kwakhona. Olu tshintsho luye lwaba luncinci ukuza kuthi ga ngoku, kuba kufuneka sijonge ngokusondeleyo ukuze siphawule nantoni na.
Ngokubhekiselele kuleyo yangaphambili, sinokuluxabisa utshintsho kwi-typography, kumbala kunye nakwi-icon yophawu., kodwa kutheni iphantse ingabonakali? Ewe, oku kungenxa yokuba utshintsho lube luncinci kwaye ubukhulu becala luphuculo olubonakalayo. Ekuphela kwento etshintshayo kumbala ngumbala. Ngaphambili, yayinemibala ecace ngakumbi, eyayisenza ukuba ushicilelo kunye nemiqondiso ingasebenzi kangako.
Indawo iye yalungiswa, ilungisa i-oval kunye noxande olujikeleze iileta ze-IKEA. Ukusasaza indawo efanayo kwicala ngalinye. Izithuba zeempondo zonobumba ngamnye zinkulu, ukuze xa uphawu luncitshisiwe lubonakale ngokucacileyo, njengoko kunjalo ngonobumba 'E'. Kwaye uphawu lokuthengisa alusekho ngaphandle, njengento yangaphandle, kodwa idibaniswe ne-brand. Oko kwenza ilogo efanayo.
Olu tshintsho luncinci lwenziwe ngu Amashumi asixhenxe e-Arhente, eyi-arhente yophawu kunye noyilo lweenkampani zemvelaphi yaseSweden ngokunjalo.