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Acestea sunt cuvintele unui designer “legendar”: Paul Rand (1914 – 1996). Este unul dintre cei mai cunoscuti si respectati designeri, celebru atat pentru crearea de logo-uri corporative precum IBM, UPS, abc, Next Computers si Yale, dar si pentru contributia adusa evolutiei designului in general si a designului corporativ in special.
Despre logo-uri Rand spunea ca trebuie sa fie:
1. Distincte de ceea ce exista deja.
2. Vizibile.
3. Usor de folosit.
4. Memorabile.
5. Universale.
6. Durabile.
7. Independente de perioada in care au fost create.
Ce este un logo si ce nu este?
Contrar parerii generale Paul Rand sustinea ca logo-ul nu trebuie sa se adreseze neaparat unei anumite categorii. Desi afacerile si comunicarea au la baza targetarea anumitor segmente, designul de logo nu are de a face neaparat cu segmentarea ci mai degraba unicitatea sa, simplitatea si posibilitatea de a fi reprodus intr-o singura culoare, in marimi mici etc.
Problema cu care se confrunta mii de designeri este incapacitatea majoritatii clientilor de a intelege ca un logo este valoros nu atat prin ceea ce transmite ci prin produsul, afacerea, institutia pe care o reprezinta. Ce ar fi simbolul Nike fara calitatea pantofilor sport pe care compania ii produce? Ce ar fi simbolul MTV fara revolutia muzicala creata de postul TV? Ce ar fi wordmarkul Orange fara calitatea serviciilor de telefonie mobila oferita? Simboluri inexpresive si lipsite de inteles profund.
Asa cum spunea cineva mai demult, un branding de calitate incepe din interioriorul organizatiei. Adaugand deasupra coroana ce este identitatea vizuala, logo-ul completeaza aceasta coroana ca o bijuterie, asa cum se exprima poetic Paul Rand.
Un logo nu simbolizeaza produsul ci il reprezinta. Novicii se intreaba deseori ce legatura are logo-ul X cu produsul pe care il reprezinta. De multe ori se intampla sa nu aiba nici una. Un logo nu este descriptiv, este reprezentativ. Nu este o pictura ci mai degraba o scurtatura mentala catre subiectul sau.
Cand este un logo frumos?
Atunci cand publicul spune ca este. Frumusetea unui logo este relativa la ceea ce reprezinta. Un serviciu placut va avea un logo frumos pentru clientul multumit. Un logo va fi intotdeauna urat pentru o persoana care s-a lovit de angajati reactivi ai unei oarecare companii sau chiar mai rau. Conceptual nu trebuie sa cautam un logo frumos ci unul bun.
Sa luam svastica, superb simbol al echilibrului la baza. Asocierea sa cu raul, razboiul si masacre au facut din acest simbol unul dintre cele mai controversate semne. Designul nu a ajutat cu nimic esteticii. Frumosul este in ochii privitorului.
Crucea intoarsa de asemenea este un simbol al martiriatului dar asocierea recenta cu practicile sataniste au facut din acest simbol unul urat.
Pe de alta parte avem Google, companie de exceptie reprezentata de un logo execrabil la baza. Un curcubeu de culori, o alegere de forme tipografice neinspirata pentru lumea tehnologica si un efect de bevel complet inexpresiv creaza un logo…superb in mintea utilizatorilor zilnici ai serviciului. De ce? Pentru ca este un simbol al companiei ce ii ajuta, un simbol al unor servicii gratuite si in acelasi timp de cea mai buna calitate.
Greseli frecvente
Cele mai intalnite greseli in crearea unor logo-uri memorabile si alegerea lor sunt:
1. Presupunerea ca un logo va “vinde”. Un logo nu vinde. Compania vinde iar logo-ul este semnatura cu care compania isi acompaniaza produsele sau serviciile.
2. Presupunerea ca un produs nu poate exista fara un logo bun. Poate exista. Sute, mii de companii o fac zilnic. Daca esti un entrprenor gandeste-te in primul rand la calitatea serviciilor tale si apoi la calitatea logo-ului.
3. Presupunera ca un logo trebuie sa descrie produsul. Sa fim seriosi – Ce legatura au merele cu computerele (Apple)? Ce legatura au leii cu asigurarile (ING)? Ce legatura au scoicile cu petrolul (Shell)? Daca exista legaturi mentale iar acum puteti raspunde la aceste intrebari am sa va spun un secret: au fost inventate.
Cine ar fi facut legatura intre un eveniment biblic si computere inainte ca echipa lui Steve Jobs sa vanda cateva computere de calitate si un designer numit Rob Janoff sa sugereze aceasta legatura.
Asta ca sa nu mai vorbim despre legatura intre asigurari si un leu, unul dintre cele mai sangeroase animale, un pradator lenes, care nu face altceva decat sa omoare, sa manance si sa se reproduca. Imi imaginez dialogul designer – om de marketing ING: Designerul – “Iata logo-ul”. Marketing – “Un leu? Esti nebun? Ce legatura au leii cu asigurarile si bancile?”. Designerul – “Mmm…Sunt mari si rai”. Marketing – “Nu merge. Hai sa zicem mari…nu, mai bine solizi. Puternici. Iti ofera siguranta.”. Designer – “Un leu – siguranta? Esti sigur?”. Marketing – “Da, 100%. Acesta va fi idea de baza a brandului nostru, reprezentata de un leu: Putere si siguranta.”
4. Presupunera ca logo-ul trebuie sa insemne ceva singur. Un logo este un simplu simbol. Privat de intelesul pe care il reprezinta vizual este gol. Nu transmite emotii, nu este arta. Este un obiect folositor prin functia sa. La fel ca orice obiect de design. In primul rand serveste o functie iar apoi primeste si forma.
Asadar, in cazul in care esti un antreprenor in cautarea logo-ului perfect abtine-te de la comentarii de genul “nu simbolizeaza afacerea mea” ci cauta un simbol simplu, usor de memorat, usor de replicat si asociaza-l afacerii tale. Acelasi lucru este valabil si pentru maestrii marketing ce isi doresc un rebranding.
Pe de alta parte, daca esti un designer incepator si stii ca esti, ai gasit un loc in care poti sa iti dai cu parerea, abtine-te de la comentarii de genul “ce legatura are cu afacerea?”, “nu imi plac culorile”, “este prea simplu” .
Cam atat pentru lectia de astazi.

Superb articol. Felicitari!
Fain nene Deb, jos palaria. Sper sa nu te opresti aici, poate faci o serie.
In viitorul Blogfest am sa-l votez la categoria “Cel mai bun post”
Multam frumos, domnilor!
Foarte frumos! Mai asteptam si alte articole de genu’ asta
Bun articolul, dar eu cred ca te referi la branding mai mult decat la logo, sau la puterea unui brand asupra logo-ului.
Brandul, identitatea si logo-ul nu sunt unul si acelasi lucru contrar parerii generale.
Nu sunt de accord cu remarcile pentru ING, pentru ca citisem mai de mult exact despre el. Nu se refera la un simplu leu ci la putere, protectivitate, au fost dintotdeauna in preajma roialitatii, pe steaguri, steme (logo-urile acelor vremuri), scuturi, chiar si viteza pentru ca nu e un simplu lenes, gras care asteapta “masa la pat”
Puterea sa sta in cum sunt transformate caracteristicile negative in unele pozitive pentru afacerea ta. Lupta e buna in afaceri.
La baza toate logo-urile sunt construite la fel si exista o legatura intre simbol si afacere pentru simplu fapt ca nu poti avea afacerea Apple si ca designer zici: “Hai sa folosim un avion ca logo, e rapid, se refera la tehnica, etc. etc.”
Bafta
foarte interesant si in mare parte foarte multe chestii adevarate. super tare partea cu “greseli frecvente” .. si cat de bine se regaseste acea sectiune in lumea desingului de zi cu zi.
frumos spus
Si ca o completare, sau ceva in plus referitor la acest articol va ofer acest link.
http://www.elogodesign.com/logo-design-guide/
Nu sunt deacord cu multe lucruri din articolul asta. Citindu-l, raman cu un gust amar, si anume ca privesti lucrurile din punctul de vedere al unui marketer si nu al unui designer.
Imi pare rau ca nu am timp sa punctez intreg articolul dar cel mai pregnante lucruri la care tin sa te contrazic sunt :
1. logo-ul vinde. mi se pare aberant sa afirmi contrariul. In mintea consumer-ului sunt “n” legaturi mentale numai la nivel de sigla, “n” asocieri a siglei cu produsul sau serviciul si “n” emotii create de sigla fata de produs/serviciu/companie. Toate acestea relationeaza concretizandu-se in vanzari. Tu, dintre toti, ar trebui sa stii asta.
2. referitor la faptul ca un logo descrie un produs.
Intrebarea : “ce legatura au merele cu Apple?” mi se pare cel putin naiva si reprezentativa pentru un incepator. Esti printre ultimii oameni la care ma asteptam sa aud asta.
Nu intru in detalii sa explic exemplele date de tine pentru ca imi place sa cred ca stii deja asta. Ce vreau eu sa subliniez e ca tu, practic, il desfiintezi pe Rob Janoff, spre exemplu, ca designer. Si mai mult de atat, desfiintezi designerul. Lucru cu care nu sunt de acord.
Si ar mai fi cateva puncte care as vrea sa le ating, dar nu am timp acum, voi reveni.
Dar totusi, scrii frumos.
Marul Apple e marul cunoasterii da, sigur, dar nici Apple nu mai vine (doar) computere. De aia acum e doar Apple si nu Apple Computers.
Dar in cazul lor nu-si puteau schimba sigla dupa un sfert de secol de marketing bagat in ea, nu?
Shell la fel. Daca pastra numele “Shell” si avea o girafa drept logo, mai era reprezentativ?
Ai dat niste exemple total aiurea, dar teoria ta nu e rea.
Ai dreptate ca afacerea din spate conteaza, dar sa stii ca o identitate nu inseamna doar logo-ul si incepe sau ar trebui cu un nume. Pe urma logo-ul si dupa logo ruleaza si restul identitatii.
Iar pe urma depinde de firma sa o sustina (identitatea) cum stie mai bine.
“Nu transmite emotii, nu este arta. Este un obiect folositor prin functia sa. La fel ca orice obiect de design. In primul rand serveste o functie iar apoi primeste si forma.”
-Nu sunt de acord aici.
Logo-ul Nike este arta! IBM-ul este arta. Shell-ul este arta! Apple-ul este arta (simbolul original era colorat ca si cum ar fi fost facut de un artisti si nu de un designer!).
Toate transmit emotii si sunt branduri.
Toate astea si mult mai multe, deja si-au depasi conditia de logo si acum sunt simboluri vizuale ale unor branduri.
Aici pot puncta ca “un logo nu e un brand”, dar poate deveni.
De aia Nike nu mai pune si numele ci doar simbolul pe produse si milioane de artisti il folosesc in sau alaturi de lucrarile lor.
Sigur, la inceput nu erau asa, dar odata ce marcile se dezvolta si devin cunoscute, pot foarte usor transmite emotii si doar prin ele si ce reprezinta pot convinge pe cineva sa faca o anumita actiune.
Cand vad Nike, ma gandesc la sport (baschet) si m-as duce la o partida. Cand vad Shell, automat ma gandesc la energie (sau BP) si ma gandesc cum sa economisesc curentul si apa.
“Cand este un logo frumos?”
Pai ori e frumos, ori e util? Poate intai util si frumos ca bonus
Sigur, forma urmeaza functia, dar iar nu ai folosit bine exemplul asta la un logo.
Articolul tau face referire si are dreptate numai in cazul unui logo nou, scos de pe banda, care e foarte putin cunoscut si compania pe care o reprezinta este una noua.
Dupa 3-5 ani pe piata, tot ce-ai zis mai sus deja nu mai e valabil.
Trebuia sa specifici asta
Deasemenea, ce zicea Rand se pastreaza, dar pe urma intervii tu cu pareri personale si observatiile tale si sincer, de acolo deja ai inceput sa cam strici articolul. De aia evit de cele mai multe ori sa scriu despre lucruri din astea, ca nu am suficienta experienta sa o fac. Sincer, tu crezi ca ai destula incat sa afirmi ce-ai afirmat in acest articol?
Per total este ok articolul si as dori sa-l vada si clientii, dar dpdv al unui designer SAU al unui marketer strict, nu-ti dau dreptate la mai mult de jumate din el.
Sigur, e un punct de vedere al tau si parerile mele sunt ale mele.
Mie imi arata a condei de consultant si nu-i rau deloc. De fapt asta-i punctul tare al lui MB Dragan si asta-i veriga slaba a serviciilor de orice fel din tarishoara noastra.
Abia astept sa spun si punctul slab…
excelent scris! felicitări
mi-e personal mi-a ajuns de articole care sa dezbata punctele de vedere ale altor oameni decat cel care scrie textul respectiv..este cu totul binevenita o interventie subiectiva ca si aceasta…
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