Uma sikhuluma ngomkhiqizo onesipiliyoni esingaka, siyakhohlwa ukuthi konke kuvela kuphi nokuthi kuqale kanjani.. Kwesinye isikhathi siyithatha njengento engathi ikhona futhi asiwazi umsuka wendlela eyakhiwe ngayo. Singaze sicabange ukuthi uhlobo lwakhiwe njengoba silubona namuhla futhi aluzange ludlule inqubo eyinkimbinkimbi yokuthuthuka ukuze luzibeke lapho lukhona manje. Lokho futhi kwenzeka nge-IKEA. Imvelaphi ye-typography, ukuziphendukela kwayo kanye nendlela okuholele ngayo ekuqashelweni enakho.
Iketango lefenisha elikhulu kunawo wonke elaziwa kakhulu emhlabeni lazalelwa eningizimu yeSweden futhi indlunkulu yakhe yokuklama iyaqhubeka lapho.. Isethi yemibala yayo enomumo oyindilinga ngaphakathi kukanxande ayidingi esinye isingeniso, njengoba sonke singaqagela ukuthi iwuhlobo luni, kodwa kwaqala kanjani konke?
Umsuka we-IKEA
Lesi sitolo saqala njengebhizinisi elincane lomsunguli waso u-Ingvar Kamprad eneminyaka engu-17. Wayethengisa izinto ezincane, njengamapeni, amafreyimu ezithombe, nezikhwama zemali. Wakwenza endaweni ezungezile yepulazi akhulela kulo, elibizwa ngokuthi i-Elmtaryd, eduze nesigodi sase-Agunnaryd. Wasuka lapho umlando wenkampani. Njengoba, uma sibhekisisa, iziqalo zegama lakhe, zepulazi kanye nedolobha eliseduze zakha igama le-IKEA. Ngakho-ke akukho okunye ayengakwengeza ukuze aqale ukuthengisa ngaphansi kwalolu hlobo.
Ilogo yokuqala ene-ikea typography yenziwa ngo-1951. Bekuyi-wax seal efundeka kanje 'Quality Assurance' egameni lenkampani yaseSweden. Futhi i-IKEA typography yayihlanganisa i-tilde phezu kohlamvu 'E'. Le typography yokuqala yelogo yenziwa ngohlamvu oluncane futhi ayihlangene nalokhu okulandelayo.
Ngemva nje kweminyaka emithathu futhi ngokuhlanganisa brand yayo, uphawu luyalungiswa, okuhlanganisa ifonti ngosonhlamvukazi futhi kususwa 'Isiqinisekiso sekhwalithi' njengoba bekuvele kunokuthile okubonakala kakhudlwana.. Ekuqaleni, amakhasimende ayekwazi uku-oda kukhathalogi ayengayazi ikhwalithi yemikhiqizo yawo, yingakho kwakukuhle ukuyigqamisa.Ngemva kwalolu shintsho, u-Ingvar wenze umbukiso ukuze amakhasimende akwazi ukuthinta umkhiqizo ngezandla zawo futhi azame ukuyithenga ngaphambili.
Ukushintsha kwe-logo nokuzivumelanisa nezimo
Ngemva kwalezi zinguquko kwavela uphawu olusemthethweni ngo-1967.. Lokhu kwakungakabi nayo imibala yamanje yomkhiqizo, kodwa kwase kunesimo kanye ne-typography eyayizosiphelezela kuze kube yiminyaka embalwa edlule. Amakhona abukhali, agqamile kufonti 'egqamile' efana nefonti ye-'Futura', ngaphakathi kwe-ellipse kanye nonxande osekuyimbonakaliso kusukela lapho. Lona wokuqala wathatha iminyaka engu-14 kumnyama nokumhlophe. Ukuze kamuva ushintshe ube bomvu kungemuva elimhlophe.
Lezi zinguquko bezivele zihlaba umxhwele, ukwengeza umbala esithombeni kuhlotshaniswa nokufakwa kwamathelevishini ombala kanye nesithombe sedijithali.. Leyo mibala yathathelwa indawo eyamanje emele ifulegi laseSweden eminyakeni emibili kamuva.
I-IKEA typography yemibhalo yakho
Kodwa lolu hlobo lokubhala alukhawulelwe kulogo kuphela. Umkhiqizo ngamunye kufanele ube namafonti abawasebenzisela izinhloso ezahlukene. Isibonelo, i-typography esetshenziselwa ukuqamba ifenisha ngayinye eyithengisayo. Ehlukile ingase isetshenziselwe ukuchaza le mibhalo noma iziqubulo.
Icala elimangalisayo le-IKEA ukuthi abakaze bakhokhele uhlobo oluthile, njengoba besebenzise amafonti amahhala. Into evamile ngemikhiqizo emikhulu ukuthi basebenzisana nenkampani yokubeka uphawu ukuze baklame uhlobo oluhlukile olubachazayo, kodwa lokhu akunjalo ngeSweden enkulu. Kusukela yaqala futhi njengoba sishilo ngaphambili, I-IKEA isebenzise ifonti ebizwa nge-Futura. Ngemva kweminyaka engaphezu kwamashumi amahlanu bebhala amakhathalogi naye, bashintshela ku-Verdana typeface. Lolu hlobo lokubhala lwakhethwa ngenxa yokuguquguquka kwalo, njengoba lungashintshwa emazweni ahlukene, njenge-Asia, enezilimi ezihluke njengeChina neNdiya.
Kepha muva nje, ngo-2019, benze olunye ushintsho, olutholwe abanye abasebenzisi be-Twitter. KANYELolu shintsho luyaqhubeka nokuba nenkulumo efanayo ne-Verdana nokuthi bayaluthethelela ngokuthi lube yinto yonke jikelele. Uhlobo olusha lwalokhu yi-Noto Sans.
I-Google ne-Monotype
Ifonti enelukuluku elakhiwe yi-Google ekhethwe yi-IKEA inesizathu. Iphrojekthi yokudala ifonti yomthombo wendawo yonke nevulekile ezosetshenziswa kunoma yiluphi ulimi. Le fonti ngeke ibe nomehluko futhi igama layo lifuna ukwazi kakhulu. I-Google Noto imele ukuthi 'No more tofu'. Eqinisweni, leli gama aliveli ngengozi, igama lalo libangelwa ukuthi i-typography yenziwa ngama-cubes, njenge-tofu ehlala ngemva kokuyisika ibe yizikwele.
Le phrojekthi idalwe isidingo se-Google sokujwayelanisa amasistimu ayo e-Chrome ne-Android kubo bonke abasebenzisi emhlabeni. Njengoba i-Android isetshenziswa ezinkampanini zobuchwepheshe ezahlukene njenge-Samsung. Ngale ndlela, i-IKEA isebenzise imvelaphi yayo yomthombo ovulekile ukuze iphinde iyisebenzise emhlabeni wonke ochungechungeni lwayo lwefenisha.
Ilogo yamanje kanye ne-typography
Futhi ngazo zonke lezi zinguquko ebizenza, ezinye ezinkulu kunezinye, singakhuluma ngelogo ye-IKEA kanye ne-typography namuhla.. Ngo-2021, i-IKEA yashintsha ilogo yayo futhi. Lolu shintsho kube luncane kakhulu kuze kube manje, njengoba empeleni kufanele sibhekisise ukuze siqaphele noma yini.
Ngokuphathelene nokwangaphambilini, singaluthokozela uguquko ku-typography, kumbala ngisho nakusithonjana sophawu., kodwa kungani icishe ingabonakali? Hhayi-ke, lokhu kungenxa yokuthi izinguquko beziyingcosana futhi ikakhulukazi ezokuthuthukisa okubonakalayo. Okuwukuphela kwento eshintsha umbala umbala. Ngaphambili, bekunemibala egqame kakhulu, okwenza ukuphrinta nezimpawu kungasebenzi kangako.
Isikhala sithuthukisiwe, silungisa i-oval kanye nonxande ozungeze izinhlamvu ze-IKEA. Ukusabalalisa isikhala esifanayo ohlangothini ngalunye lwezinhlangothi zalo. Izikhala zophondo zohlamvu ngalunye zikhudlwana, ukuze kuthi lapho uphawu luncishisiwe lubonakale ngokucacile, njengoba kwenzeka ngohlamvu 'E'. Futhi isithonjana sophawu asisashiywa ngaphandle, njengengxenye yangaphandle, kodwa sesihlanganiswe nomkhiqizo. Lokho kwenza ilogo efanayo.
Lezi zinguquko ezincane zenziwe ngu Seventy Agency, okuyisikhungo sokukhiqiza nokuklama izinkampani ezidabuka eSweden.