Kunezinhlobo eziningi zamagama lapho kukhulunywa ngesithombe senkampani.
Empilweni yansuku zonke kuvame kakhulu ukuthi uma kukhulunywa nge isithombe senkampani Masikwenze ngendlela engafanele, kuvame kakhulu ukusebenzisa amatemu ajwayelekile lapho sifuna ukukhuluma ngomkhiqizo. Sijwayele ukusebenzisa amagama afana "nelogo" lapho sikhuluma ngomkhiqizo, kepha empeleni lokhu akunjalo. I-logo ayilutho ngaphandle kwe- «vulgarization» yesithombe senkampani lapho sikhuluma ngaso ngendlela ejwayelekile sivame ukusebenzisa leli gama ukukhuluma nganoma yiluphi uhlobo lomkhiqizo, kodwa ingabe lokhu kuyiqiniso? Ingabe kukhona okunye okwehlukile ngaphandle kwegama elidumile le-logo? Zikhona futhi sizokubona ngezansi.
Uma sikhuluma ngophawu lomkhiqizo kufanele sazi ukuthi ukuze lubizwe ekuqaleni kufanele lube ne- inombolo futhi ukuze leli gama likhunjulwe futhi lidluliswe, ukutshalwa kwalo noma ukuhumusha okucacile kuyadingeka, lokhu kuchazwa kuyahluka kuye ngezimpawu zesithombe sokuqhafaza, ukwazi ukuthola i-repertoire ephelele yamagama ongakhuluma ngawo, kepha uma kukhona amagama amaningi, kungani sisebenzisa elilodwa kuphela? Impendulo yalokhu indawo enhle okufanele sixhumane nayo ngokushesha neklayenti, ngenxa yalesi sizathu sisebenzisa igama elilodwa.
Ngaphakathi amagama lapho kukhulunywa nge brand sithola okulandelayo:
- Ukuthayipha kuphela
- Isithonjana kuphela (ihluzo)
- Inhlanganisela yokuthayipha kanye nesithonjana.
Lawa magama amathathu yilawo ngokuvamile ahlanganisa imidwebo yemidwebo yemikhiqizo, kuyiqiniso ukuthi singathola okunye okwehlukile kepha sihlale sisebenzisa lezi zinto eziyisisekelo.
Ake sibheke amanye ala magama asetshenziswa kweminye imikhiqizo edumile.
Ukuthayipha kuphela.
Umkhiqizo weCocola-Cola uyisibonelo esicacile se- logo (logo enhle) imayelana nokusetshenziswa kwe- ukuthayipha njengokumelwa okuyinhloko komkhiqizo, ukwazi ukusebenza njengesithonjana lapho kunokuqukethwe okuphezulu kokuhlobisa.
El isologist ungumthandi ongakwazi phila ngaphandle kwesithonjana sakho. Leli gama lisetshenziswa lapho umkhiqizo unesithombe sokuqhafaza esakhiwe uphawu lwe-typography + oluhlanganiswe ngaphandle kokuhlukaniswa.
I-isologo yilapho isithonjana se-typography plus sihlanganiswa ngaphandle kokuhlukaniswa kokubili.
El isithombe ikwazi ukuzimela ngokwengeziwe hlukanisa izinto zalo futhi zisebenze ngokwehlukile, ukuthayipha kanye nesithonjana kuhlala ndawonye kodwa kungahlukaniswa futhi kusebenze ngokuhlukile.
Izakhi zokuthayipha nezithonjana zingahlukaniswa.
Ungashadile kodwa, okungenani isotype ivelela ukusetshenziswa kwesithonjana ukuzimela. Le nguqulo inamandla amakhulu uma kukhulunywa ngokuqoshwa kwimemori yabathengi.
Sikhuluma nge-isotype lapho umkhiqizo umelelwa kuphela isithombe.
Sebenzisa i- Incwadi yokuqala yomkhiqizo yinto esetshenziswa kabanzi lapho imela uphawu, ezinye izinkampani ezisebenzisa lolu hlobo lwamagama yilezi: Isihlalo, iMacdonalds ... njll. Imayelana nokusebenzisa kokuqala wegama njengengxenye yesithombe emele umkhiqizo.
Uhlamvu lokuqala lomaki.
I-Las isifinyezo Zisetshenziswa kabanzi ngamanye ama-brand ukuthola amagama agqama ukufundwa "akaqhubeki" okumele apelwe lapho eqanjwa.
Kubonakala ngokusebenzisa izinhlamvu eziningana zegama lomkhiqizo.
Kwezinye izimo, imikhiqizo isebenzisa lokho esikubiza ngokuthi "into ebalulekile" yomkhiqizo uqobo, ongaba umsunguli noma umuntu obalulekile. Le nguqulo isebenzisa eyayo inkampani ukuthola i- ukuthinta komuntu siqu nokuhlukile, ilahlekelwa ukufundeka kepha iqokomisa ukubaluleka komlingiswa omele lowo.
Lapho isiginesha yomsunguli womkhiqizo isetshenziswa njengesithombe sokuqhafaza.