{"id":73568,"date":"2023-03-17T11:19:53","date_gmt":"2023-03-17T11:19:53","guid":{"rendered":"https:\/\/www.solopress.com\/blog\/?p=73568"},"modified":"2023-10-07T11:07:03","modified_gmt":"2023-10-07T10:07:03","slug":"vaelge-logoer-og-brandfarver","status":"publish","type":"post","link":"https:\/\/www.solopress.com\/blog\/da\/entrepreneurs\/choosing-logos-and-brand-colours\/","title":{"rendered":"Valg af logoer og brandfarver til en nystartet virksomhed"},"content":{"rendered":"
<\/div>

I vores forrige del<\/a>I sidste uge s\u00e5 vi p\u00e5, hvordan tre virksomheder fandt p\u00e5 navne og taglines til deres brands. Denne gang ser vi p\u00e5, hvordan Kager og kegler<\/a>, Opret 98<\/a> og Latham Street<\/a> kom til at etablere deres visuelle identiteter.<\/span><\/p>\n

Det er en sjov proces at skabe udseendet og f\u00f8lelsen af dit brand, men det er ogs\u00e5 en vigtig fase, der kan s\u00e6tte tonen for dit brand p\u00e5 lang sigt. Vi har talt med Matt Davis, Christine Wyatt og Lorna Minter for at finde ud af, hvordan de er n\u00e5et frem til logoer og brandfarver for deres virksomheder.<\/span><\/p>\n

N\u00e5r de professionelle tilkalder de professionelle<\/b><\/h2>\n

Med et navn og en tagline p\u00e5 plads har brands brug for en visuel identitet, som de kan pr\u00e6sentere for verden. Det bringer os til sp\u00f8rgsm\u00e5let om, hvem der egentlig udf\u00f8rer alt dette id\u00e9- og designarbejde. Du kan v\u00e6re sikker p\u00e5, at de fleste iv\u00e6rks\u00e6ttere brugte deres ledige stunder som unge p\u00e5 at skitsere logoer til deres fremtidige imperier. Men de fleste fuldgyldige virksomhedsledere ved, hvorn\u00e5r det er tid til at overlade arbejdet til eksperterne.<\/span><\/p>\n

Alle tre virksomheder havde brug for designhj\u00e6lp, og alle tre besluttede at blive i lokalomr\u00e5det i deres s\u00f8gen efter ekspertise. <\/span>Lorna p\u00e5 Latham Street kontaktede vennerne Joe og Charlotte for at f\u00e5 hj\u00e6lp til grafisk design og webudvikling. <\/span>Joe og Charlotte<\/span><\/a> er en designduo, som deler deres arbejdsliv mellem bryllupsfotografering, skiltning, v\u00e6gmalerier og design.\u00a0<\/span>Cookies and Cones brugte en lokal digital kunstner i Leigh, Roza Hamta fra Dozy Rose<\/a>. <\/span>Opret 98 brugt marketingbureau Shout Design<\/a> der har et studie i Leigh.\u00a0<\/span><\/p>\n

Logo fra f\u00f8rste f\u00e6rd<\/b><\/h2>\n

Et logo er hj\u00f8rnestenen i de fleste brands. Veletablerede nationale og internationale m\u00e6rker kan nogle gange v\u00e6re afh\u00e6ngige af et abstrakt grafisk element som Nike Swoosh eller blot et initial som Netflix' \"N\". M\u00e6rker, som publikum sandsynligvis m\u00f8der for f\u00f8rste gang, er ofte bedre tjent med et \"ordm\u00e6rke\"-logo.<\/span><\/p>\n

M\u00e6rk dig mine ord<\/b><\/h3>\n

Et ordm\u00e6rke er en typografisk behandling af brandnavnet, som er afh\u00e6ngig af tekstens farve og stil for at skabe en unik visuel effekt. Create 98's logo er et godt eksempel. Om udviklingen af logoet sagde Lorna:<\/span><\/p>\n

Jeg gjorde det s\u00e6dvanlige med at g\u00e5 igennem Pinterest og samle en masse logoer, som jeg virkelig godt kunne lide. Jeg havde ikke rigtig lagt m\u00e6rke til det, men den designer, vi arbejdede sammen med, sagde: \"N\u00e5, s\u00e5 du kan lide h\u00f8je, tynde skrifttyper!\"<\/span><\/i><\/p>\n

\"\"<\/a><\/p>\n

Da de havde valgt en skrifttype, gik designeren i gang med at finjustere ordm\u00e6rket. Justeringer som at g\u00f8re \"A\" til en trekant og give \"8\" en flad base resulterede i et originalt og elegant ordm\u00e6rke. Den kontrasterende hvide og gr\u00f8nne tekst introducerer brandets farver, som vi vil diskutere nedenfor.<\/span><\/p>\n

Ord og billeder<\/b><\/h3>\n

Logoet for Cookies and Cones er en kombination af bogstaver og illustrationer. Ordm\u00e6rket ledsages af stregtegnede illustrationer af en cookie og en kegle, adskilt af et ampersand.<\/span><\/p>\n

\"\"<\/a><\/p>\n

Ordm\u00e6rket og de illustrerede elementer er forbundet af farve (begge er hvide), men ogs\u00e5 af det faktum, at de streger, der danner bogstaverne, har samme tykkelse som de linjer, der danner illustrationerne. Det giver en behagelig og konsekvent komposition. Matt forklarede den kreative proces:<\/span>
\n<\/span>
\n<\/span>Vi sendte det i udbud til en lokal digital kunstner i Leigh-on-Sea; <\/span><\/i>Roza Hamta fra Dozy Rose<\/span><\/i><\/a>. Vi sagde bare: \"Det her er vores navn, giv os nogle ideer.\" Hun gav os 5 forskellige muligheder, men vi blev straks tiltrukket af kagen og keglen i sort og hvid.<\/span><\/i><\/p>\n

Smil!<\/b><\/h3>\n

Latham Streets logo er baseret p\u00e5 den klassiske acid house-smiley. Selve grafikken er baseret p\u00e5 et motivationsbadge, som vi har skrevet om i vores artikel om <\/span>Button-badges<\/span><\/a>. F\u00f8r smiley'en udviklede sig til vores allesammens yndlingsemoji, var den et symbol p\u00e5 ravekulturen fra 1987 og fremefter.<\/span><\/p>\n

\"\"<\/a><\/p>\n

Den version af logoet, som Latham Street har skabt, kommer med et twist. Den vandrette glitch-effekt adskiller det ikke kun fra originalen, det repr\u00e6senterer ogs\u00e5 ideen om, at Latham Street og dets t\u00f8j repr\u00e6senterer ravekulturen set fra et unikt perspektiv. Som Lorna fortalte os:<\/span><\/p>\n

Alle vil have smileyen p\u00e5 alt, s\u00e5 den er helt sikkert en af de mest genkendelige og popul\u00e6re dele af Latham Street-brandet.<\/span><\/i><\/p>\n

Den vandrette glitch-effekt er videref\u00f8rt i ordm\u00e6rket, som er s\u00e6rligt effektivt p\u00e5 de fede blokbogstaver og bidrager til brandets gennemslagskraft og konsistens.<\/span><\/p>\n

\u00c6gte farver<\/b><\/h2>\n

Alle vores tre virksomheder kunne tilgives for at spr\u00f8jte deres branding med alle farver under solen. Rave-inspireret mode? Is og bagv\u00e6rk? Den kreative kunst? Det er sv\u00e6rt at forestille sig et mere kalejdoskopisk udvalg af sektorer.<\/span><\/p>\n

Og alligevel, n\u00e5r vi ser p\u00e5 deres branding, har alle tre virksomheder valgt at reservere en meget sparsom palet til deres centrale brandmaterialer. I virkeligheden f\u00f8lger de fleste brands dette princip, medmindre de \u00f8nsker at g\u00f8re en dyd ud af at inkludere mange farver, f.eks. i en regnbuekonfiguration. Fra 1977 til 1999 brugte Apple Inc. en regnbuestribet version af det ber\u00f8mte logo med det bidte \u00e6ble, men vedtog den nuv\u00e6rende monokrome udgave i tide til det nye \u00e5rtusinde.<\/span><\/p>\n

For de fleste virksomheder giver en velvalgt palet, der er begr\u00e6nset til en til fire farver, deres branding maksimal effekt, genkendelse og h\u00e5ndterbarhed.<\/span><\/p>\n

Ud over sort og hvid<\/b><\/h3>\n

Cookies & Cones modst\u00e5r fristelsen til at afspejle sine farvede kager i st\u00f8rstedelen af sin indretning og sine materialer. Denne minimale monokrome tilgang er elegant og tidl\u00f8s, men den har ogs\u00e5 nogle andre store fordele.\u00a0<\/span><\/p>\n

\"\"<\/a><\/p>\n

For det f\u00f8rste f\u00e5r det produktet til at poppe. N\u00e5r man tr\u00e6der ind i en Cookies & Cones, er der ingen tvivl om, at konfekten er showets stjerne. Men som Matt forklarer, var farvevalget oprindeligt p\u00e5virket af et \u00f8nske om at st\u00e5 i kontrast til naboerne:<\/span><\/p>\n

Vi overvejede en r\u00e6kke farvemuligheder, men p\u00e5 det tidspunkt havde vi kun restauranten i Leigh-on-Sea, og vi l\u00e5 ved siden af en ret farverig butik, s\u00e5 det gav mening at v\u00e6lge sort, s\u00e5 vi kunne se helt anderledes ud end naboen.\u00a0<\/span><\/i><\/p>\n

Ved de lejligheder, hvor brandet beslutter sig for at spr\u00f8jte lidt farve ud, g\u00f8r det s\u00e5 meget desto mere indtryk. Som du kan se p\u00e5 denne v\u00e6g, skiller en sammenh\u00e6ngende palet af farver sig ud fra den sorte. Det er et smart udvalg af pastelfarver, der er lyse nok til at give en f\u00f8lelse af sjov uden at virke skrigende og uspiselige.<\/span><\/p>\n

\"\"<\/a><\/p>\n

Efter at have startet med overvejende sort interi\u00f8r bev\u00e6ger brandet sig i retning af at bruge mere hvidt p\u00e5 sine nyere steder:<\/span><\/p>\n

Det har altid v\u00e6ret vores stil at have sort, meget m\u00f8rkt interi\u00f8r, men vi er begyndt at bruge meget mere hvidt og at have sort i baggrunden. I vores nyeste butikker og vores nye hovedkontor er det meste nu hvidt, men med sort loft, sorte fuger mellem fliserne - vi bruger sort lidt mere som accentfarve. Vi \u00f8nsker, at disse rum skal v\u00e6re \u00e5bne, indbydende og im\u00f8dekommende.<\/span><\/i><\/p>\n

De kalder det syre<\/b><\/h3>\n

Acid House-kulturen har haft stor indflydelse p\u00e5 Latham Streets brand\u00e6stetik, lige fra selve t\u00f8jet til datidens reklamemateriale. Lorna fortalte os det:<\/span><\/p>\n

De st\u00e6rke neonfarver, vi har brugt, den lilla og den gule sammen med hvid og sort, er dybest set hentet fra 90'ernes rave-flyers.<\/span><\/i><\/p>\n

\"\"<\/a>
Brandfarver med h\u00f8j kontrast<\/figcaption><\/figure>\n

Den skarpe neongule farve p\u00e5 Latham Street kunne ikke v\u00e6re mere i tr\u00e5d med brandets r\u00f8dder i ravekulturen. Med lige pr\u00e6cis nok gr\u00f8nt i sig kan den stadig springe ud fra en hvid baggrund, hvilket man skal v\u00e6re opm\u00e6rksom p\u00e5, n\u00e5r man arbejder med gult.<\/span><\/p>\n

Kontrast er vigtig, og den st\u00f8rste kontrast findes mellem 'komplement\u00e6re' og 'komplement\u00e6re'.<\/span>ry-farver\", nuancer, der indtager modsatte positioner p\u00e5 farvehjulet. Kompliment\u00e6rfarven i mods\u00e6tning til Latham Streets sure, gr\u00f8ntonede gul ville v\u00e6re en lilla-ting<\/span>ed neonbl\u00e5, som er pr\u00e6cis den accentfarve, som Latham Street bruger p\u00e5 sin hjemmeside.<\/span>\"\"<\/p>\n

 <\/p>\n

<\/h3>\n

<\/h3>\n

<\/h3>\n

<\/h3>\n

<\/h3>\n

<\/h3>\n

P\u00e5 vej mod det gr\u00f8nne<\/b><\/h3>\n

Da det kom til at etablere en visuel identitet for Create 98, kunne Christine og hendes partnere godt lide tanken om at bruge gr\u00f8n som deres vigtigste brandfarve. Christines prim\u00e6re kreative udfoldelse er blomsterbinderi, og gr\u00f8n er oftest farven p\u00e5 kreativ v\u00e6kst i botanikkens verden.\u00a0<\/span><\/p>\n

Jeg synes, det er en tiltalende farve. Det er en afslappende farve, som ikke er for chokerende, men heller ikke en d\u00f8d farve. Det er en levende nuance, fordi vi \u00f8nskede, at folk skulle f\u00f8le sig levende, n\u00e5r de kom ind.<\/span><\/i><\/p>\n

Som vi n\u00e6vnte, er Create 98 et brand med r\u00f8dder i sin beliggenhed, og et af de mest i\u00f8jnefaldende tr\u00e6k ved det rum, man f\u00f8rst tr\u00e6der ind i, er den levende mos p\u00e5 v\u00e6ggen. Den frodige gr\u00f8nne farve, som mosset tilf\u00f8rer rummet, passer godt til brandets farve.<\/span><\/p>\n

\"\"<\/a><\/p>\n

Gr\u00f8nt, sort og hvidt er siden blevet en fast bestanddel af Create 98's reklametryk, den kvartalsvise brochure, der beskriver s\u00e6sonens program af kurser og arrangementer.<\/span><\/p>\n

P\u00e5 tryk<\/b><\/h2>\n

I vores n\u00e6ste afsnit af \"Grow with the Pro's\" vil vi se p\u00e5 processen med at printe disse brochurer med Create 98 sammen med en r\u00e6kke nye printprodukter til Latham Street og Cookies & Cones.<\/span><\/p>","protected":false},"excerpt":{"rendered":"

In our previous instalment, we looked at how three businesses came up with names and taglines for their brands. This time, we\u2019ll be looking at how Cookies and Cones, Create 98 and Latham Street came to establish their visual identities. Creating the look and feel of your brand is a fun process, but it\u2019s also […]<\/p>\n","protected":false},"author":134,"featured_media":73571,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"tdm_status":"","tdm_grid_status":"","footnotes":""},"categories":[547,955],"tags":[],"class_list":{"0":"post-73568","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-business-marketing","8":"category-entrepreneurs"},"acf":[],"yoast_head":"\nChoosing Logos & Brand Colours For Your Startup Business<\/title>\n<meta name=\"description\" content=\"In this blog, we look at how Cookies and Cones, Create 98 and Latham Street came to establish their visual identities.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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