{"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":"alegerea-logo-urilor-si-a-culorilor-marcii","status":"publish","type":"post","link":"https:\/\/www.solopress.com\/blog\/ro\/entrepreneurs\/choosing-logos-and-brand-colours\/","title":{"rendered":"Alegerea logo-urilor \u0219i a culorilor de marc\u0103 pentru o afacere la \u00eenceput de drum"},"content":{"rendered":"
<\/div>

\u00cen cadrul episodul anterior<\/a>\u00cen acest articol, am analizat modul \u00een care trei \u00eentreprinderi au g\u0103sit nume \u0219i sloganuri pentru m\u0103rcile lor. De data aceasta, vom analiza modul \u00een care Biscui\u021bi \u0219i conuri<\/a>, Crea\u021bi 98<\/a> \u0219i Strada Latham<\/a> au ajuns s\u0103 \u00ee\u0219i stabileasc\u0103 identit\u0103\u021bile vizuale.<\/span><\/p>\n

Crearea aspectului \u0219i a senza\u021biei brandului dvs. este un proces distractiv, dar este \u0219i o etap\u0103 important\u0103 care ar putea da tonul brandului dvs. pe termen lung. Am stat de vorb\u0103 cu Matt Davis, Christine Wyatt \u0219i Lorna Minter pentru a afla cum au ajuns la logo-urile \u0219i culorile m\u0103rcii pentru afacerile lor.<\/span><\/p>\n

C\u00e2nd profesioni\u0219tii apeleaz\u0103 la profesioni\u0219ti<\/b><\/h2>\n

Dup\u0103 ce au un nume \u0219i un slogan, m\u0103rcile au nevoie de o identitate vizual\u0103 pe care s\u0103 o prezinte lumii. Acest lucru ne aduce la \u00eentrebarea cine face de fapt toat\u0103 aceast\u0103 munc\u0103 de ideare \u0219i design. Pute\u021bi paria c\u0103 majoritatea antreprenorilor \u0219i-au petrecut momentele de inactivitate \u00een tinere\u021be schi\u021b\u00e2nd logo-uri pentru viitoarele lor imperii. Cu toate acestea, cei mai mul\u021bi lideri de afaceri cu drepturi depline \u0219tiu c\u00e2nd este timpul s\u0103 treac\u0103 pe m\u00e2na exper\u021bilor.<\/span><\/p>\n

Toate cele trei \u00eentreprinderi noastre au c\u0103utat ajutor \u00een materie de design \u0219i toate trei au decis s\u0103 r\u0103m\u00e2n\u0103 la nivel local \u00een c\u0103utarea expertizei. <\/span>Lorna de la Latham Street a apelat la prietenii Joe \u0219i Charlotte pentru a o ajuta cu designul grafic \u0219i dezvoltarea web. <\/span>Joe \u0219i Charlotte<\/span><\/a> sunt un duo de designeri care \u00ee\u0219i \u00eempart via\u021ba profesional\u0103 \u00eentre fotografia de nunt\u0103, scrierea de semne, picturi murale \u0219i design.\u00a0<\/span>Cookies and Cones a apelat la un artist digital local din Leigh, Roza Hamta de la Dozy Rose<\/a>. <\/span>Crea\u021bi 98 folosit agen\u021bie de marketing Shout Design<\/a> care are un studio \u00een Leigh.\u00a0<\/span><\/p>\n

Logo de la \u00eenceput<\/b><\/h2>\n

Un logo este piatra de temelie a majorit\u0103\u021bii m\u0103rcilor. M\u0103rcile na\u021bionale \u0219i interna\u021bionale bine stabilite se pot baza uneori pe un element grafic abstract, cum ar fi Nike Swoosh, sau pur \u0219i simplu pe o ini\u021bial\u0103, cum ar fi \"N\" de la Netflix. M\u0103rcile pe care publicul le \u00eent\u00e2lne\u0219te probabil pentru prima dat\u0103 sunt adesea mai bine servite de un logo \"wordmark\".<\/span><\/p>\n

Re\u021bine\u021bi cuvintele mele<\/b><\/h3>\n

O marc\u0103 verbal\u0103 este o tratare tipografic\u0103 a numelui m\u0103rcii care se bazeaz\u0103 pe culoarea \u0219i stilul textului pentru a crea un impact vizual unic. Logo-ul Create 98 este un exemplu excelent. Despre crearea logo-ului, Lorna a spus:<\/span><\/p>\n

Am f\u0103cut chestia obi\u0219nuit\u0103 de a merge prin Pinterest \u0219i de a aduna o gr\u0103mad\u0103 de logo-uri care \u00eemi pl\u0103ceau cu adev\u0103rat. Nu prea observasem, dar designerul cu care am lucrat a spus: \"Oh, \u00ee\u021bi plac fonturile \u00eenalte \u0219i slabe, atunci!\".<\/span><\/i><\/p>\n

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

Dup\u0103 ce au selectat un font, designerul a \u00eenceput s\u0103 ajusteze cu precizie cuv\u00e2ntul-simbol. Ajust\u0103ri cum ar fi transformarea literei \"A\" \u00eentr-un triunghi \u0219i acordarea unei baze plate pentru \"8\" au avut ca rezultat un cuv\u00e2nt-simbol original \u0219i elegant. Textul contrastant alb \u0219i verde introduce culorile m\u0103rcii, dup\u0103 cum vom discuta mai jos.<\/span><\/p>\n

Cuvinte \u0219i imagini<\/b><\/h3>\n

Logo-ul pentru Cookies and Cones prezint\u0103 o combina\u021bie de litere \u0219i ilustra\u021bii. Cuv\u00e2ntul-simbol este \u00eenso\u021bit de ilustra\u021bii desenate cu linii ale unui biscuit \u0219i ale unui con, separate de o ampersand\u0103.<\/span><\/p>\n

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

Elementul verbal \u0219i elementele ilustrate sunt legate prin culoare (ambele albe), dar \u0219i prin faptul c\u0103 liniile care formeaz\u0103 literele au aceea\u0219i grosime ca \u0219i liniile care formeaz\u0103 ilustra\u021biile. Astfel se ob\u021bine o compozi\u021bie pl\u0103cut\u0103 \u0219i coerent\u0103. Matt a explicat procesul de crea\u021bie:<\/span>
\n<\/span>
\n<\/span>L-am licitat unui artist digital local din Leigh-on-Sea; <\/span><\/i>Roza Hamta de la Dozy Rose<\/span><\/i><\/a>. Am spus doar: \"Acesta este numele nostru, da\u021bi-ne c\u00e2teva idei\". Ne-a dat 5 op\u021biuni diferite, dar am fost imediat atra\u0219i de pr\u0103jitur\u0103 \u0219i con \u00een alb \u0219i negru.<\/span><\/i><\/p>\n

Z\u00e2mbe\u0219te!<\/b><\/h3>\n

Logo-ul Latham Street se bazeaz\u0103 pe clasica fa\u021b\u0103 z\u00e2mbitoare acid house. Acest grafic se bazeaz\u0103 pe o insign\u0103 motiva\u021bional\u0103 despre care am scris \u00een articolul nostru despre <\/span>Insigne de buton<\/span><\/a>. \u00cenainte de a evolua \u00een emoji-ul preferat al tuturor, smiley-ul a fost emblema culturii rave \u00eencep\u00e2nd cu 1987.<\/span><\/p>\n

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

Versiunea de logo pe care a creat-o Latham Street vine cu o \u00eentors\u0103tur\u0103. Efectul de glitch orizontal nu numai c\u0103 o diferen\u021biaz\u0103 de original, dar reprezint\u0103 \u0219i ideea c\u0103 Latham Street \u0219i hainele sale reprezint\u0103 cultura rave v\u0103zut\u0103 dintr-o perspectiv\u0103 unic\u0103. Dup\u0103 cum ne-a spus Lorna:<\/span><\/p>\n

Toat\u0103 lumea vrea un z\u00e2mbet pe orice, a\u0219a c\u0103 este cu siguran\u021b\u0103 una dintre cele mai u\u0219or de recunoscut \u0219i mai populare p\u0103r\u021bi ale m\u0103rcii Latham Street.<\/span><\/i><\/p>\n

Efectul de glitch orizontal se reg\u0103se\u0219te \u0219i \u00een cuv\u00e2ntul-simbol, care este deosebit de eficient \u00een cazul majusculelor \u00eendr\u0103zne\u021be \u0219i contribuie la impactul \u0219i coeren\u021ba m\u0103rcii.<\/span><\/p>\n

Culori adev\u0103rate<\/b><\/h2>\n

Toate cele trei \u00eentreprinderi noastre ar putea fi iertate pentru c\u0103 \u0219i-au acoperit brandingul cu toate culorile de sub soare. Mod\u0103 inspirat\u0103 de rave? \u00cenghe\u021bate \u0219i bun\u0103t\u0103\u021bi coapte? Artele creative? Este greu de imaginat un e\u0219antion mai caleidoscopic de sectoare.<\/span><\/p>\n

\u0218i totu\u0219i, atunci c\u00e2nd ne uit\u0103m la brandingul lor, toate cele trei \u00eentreprinderi au ales o palet\u0103 foarte restr\u00e2ns\u0103 pentru materialele de baz\u0103 ale m\u0103rcii lor. \u00cen realitate, majoritatea m\u0103rcilor urmeaz\u0103 acest principiu, cu excep\u021bia cazului \u00een care doresc s\u0103 fac\u0103 un punct de referin\u021b\u0103 pentru a include multe culori, de exemplu \u00eentr-o configura\u021bie curcubeu. Din 1977 p\u00e2n\u0103 \u00een 1999, Apple Inc. a folosit o versiune cu dungi curcubeu a celebrului logo cu m\u0103rul mu\u0219cat, dar a adoptat itera\u021bia monocrom\u0103 actual\u0103 la timp pentru noul mileniu.<\/span><\/p>\n

Pentru majoritatea \u00eentreprinderilor, o palet\u0103 bine aleas\u0103, limitat\u0103 la una p\u00e2n\u0103 la patru culori, ofer\u0103 un impact maxim, recunoa\u0219tere \u0219i u\u0219urin\u021b\u0103 de gestionare a m\u0103rcii.<\/span><\/p>\n

Dincolo de alb \u0219i negru<\/b><\/h3>\n

Cookies & Cones rezist\u0103 tenta\u021biei de a reflecta confec\u021biile sale colorate \u00een majoritatea decorurilor \u0219i materialelor sale. Aceast\u0103 abordare monocrom\u0103 \u0219i minimalist\u0103 este elegant\u0103 \u0219i atemporal\u0103, dar are \u0219i alte beneficii deosebite.\u00a0<\/span><\/p>\n

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

\u00cen primul r\u00e2nd, face ca produsul s\u0103 ias\u0103 \u00een eviden\u021b\u0103. Atunci c\u00e2nd intra\u021bi \u00eentr-un Cookies & Cones, nu exist\u0103 nicio \u00eendoial\u0103 c\u0103 produsele de cofet\u0103rie sunt vedeta spectacolului. De\u0219i, dup\u0103 cum explic\u0103 Matt, alegerea culorii a fost ini\u021bial influen\u021bat\u0103 de dorin\u021ba de a contrasta cu vecinii:<\/span><\/p>\n

Am luat \u00een considerare mai multe op\u021biuni de culoare, dar la acea vreme, aveam doar restaurantul Leigh-on-Sea \u0219i ne aflam l\u00e2ng\u0103 un magazin destul de colorat, a\u0219a c\u0103 a fost logic s\u0103 opt\u0103m pentru negru, pentru a putea ar\u0103ta total diferit de ceea ce era al\u0103turi.\u00a0<\/span><\/i><\/p>\n

\u00cen ocaziile \u00een care brandul decide s\u0103 stropeasc\u0103 cu pu\u021bin\u0103 culoare, impactul este cu at\u00e2t mai puternic. Dup\u0103 cum pute\u021bi vedea pe acest perete, o palet\u0103 coerent\u0103 de culori se deta\u0219eaz\u0103 de negru. Este o selec\u021bie inteligent\u0103 de pasteluri care sunt suficient de luminoase pentru a aduce un sentiment de distrac\u021bie, f\u0103r\u0103 a p\u0103rea stridente \u0219i necomestibile.<\/span><\/p>\n

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

Dup\u0103 ce a \u00eenceput cu interioare predominant negre, brandul se \u00eendreapt\u0103 spre utilizarea mai mult alb \u00een loca\u021biile sale mai noi:<\/span><\/p>\n

\u00centotdeauna a fost stilul nostru de a avea interioare negre, foarte \u00eentunecate, dar \u00eencepem s\u0103 folosim mult mai mult alb \u0219i s\u0103 avem negru \u00een fundal. \u00cen cele mai noi magazine ale noastre \u0219i \u00een noul nostru sediu central. acum este \u00een mare parte alb, dar cu un tavan negru, cu chit negru \u00eentre dale - folosind negrul ca \u0219i culoare de accent un pic mai mult. Ne dorim ca aceste spa\u021bii s\u0103 fie deschise, primitoare \u0219i primitoare.<\/span><\/i><\/p>\n

Ei \u00eei spun acid<\/b><\/h3>\n

Cultura Acid House a avut o influen\u021b\u0103 uria\u0219\u0103 asupra esteticii m\u0103rcii Latham Street, de la hainele \u00een sine p\u00e2n\u0103 la materialele publicitare ale vremii. Lorna ne-a spus:<\/span><\/p>\n

Culorile neon str\u0103lucitoare pe care le-am folosit, movul \u0219i galbenul, \u00eempreun\u0103 cu albul \u0219i negrul, au fost culese practic din pliantele de rave din anii '90.<\/span><\/i><\/p>\n

\"\"<\/a>
Culori de marc\u0103 cu contrast ridicat<\/figcaption><\/figure>\n

Galbenul neon ascu\u021bit de pe Latham Street nu ar putea fi mai mult dec\u00e2t \u00een concordan\u021b\u0103 cu r\u0103d\u0103cinile culturii rave ale m\u0103rcii. Cu doar suficient verde care se ascunde acolo, poate s\u0103 ias\u0103 \u00een eviden\u021b\u0103 pe un fundal alb, o problem\u0103 de care trebuie s\u0103 fii atent atunci c\u00e2nd lucrezi cu galben.<\/span><\/p>\n

Contrastul este important, iar cel mai mare contrast poate fi g\u0103sit \u00eentre \"complementa<\/span>culorile \"ry\", nuan\u021be care ocup\u0103 pozi\u021bii opuse pe roata cromatic\u0103. Culoarea complementar\u0103 opus\u0103 galbenului acid, cu tent\u0103 de verde, de pe Latham Street ar fi un violet-ting<\/span>ed albastru neon, care este exact culoarea de accent pe care Latham Street o folose\u0219te pe site-ul s\u0103u.<\/span>\"\"<\/p>\n

 <\/p>\n

<\/h3>\n

<\/h3>\n

<\/h3>\n

<\/h3>\n

<\/h3>\n

<\/h3>\n

\u00cenverzirea<\/b><\/h3>\n

C\u00e2nd a venit vorba de stabilirea unei identit\u0103\u021bi vizuale pentru Create 98, Christine \u0219i partenerii ei au apreciat ideea de a folosi verdele ca principal\u0103 culoare a m\u0103rcii. Principalul debu\u0219eu creativ al lui Christine este flor\u0103ria, iar verdele este cel mai adesea culoarea cre\u0219terii creative \u00een lumea botanicii.\u00a0<\/span><\/p>\n

Cred c\u0103 este o culoare atr\u0103g\u0103toare. Este o culoare odihnitoare, nu prea \u0219ocant\u0103, dar nici o culoare moart\u0103. Este o nuan\u021b\u0103 vibrant\u0103 pentru c\u0103 am vrut ca oamenii s\u0103 se simt\u0103 cu adev\u0103rat vii c\u00e2nd intr\u0103.<\/span><\/i><\/p>\n

Dup\u0103 cum am men\u021bionat, Create 98 este un brand \u00eenr\u0103d\u0103cinat \u00een loca\u021bia sa, iar una dintre cele mai izbitoare caracteristici ale spa\u021biului \u00een care intri este peretele de mu\u0219chi viu. Verdele luxuriant pe care acesta \u00eel confer\u0103 spa\u021biului se potrive\u0219te perfect cu culoarea m\u0103rcii.<\/span><\/p>\n

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

De atunci, verdele, albul \u0219i negrul au devenit elementele de baz\u0103 ale materialelor promo\u021bionale ale Create 98, bro\u0219ura trimestrial\u0103 care prezint\u0103 programul de cursuri \u0219i evenimente al sezonului.<\/span><\/p>\n

La tipar<\/b><\/h2>\n

\u00cen urm\u0103toarele episoade ale emisiunii \"Grow with the Pro's\", vom analiza procesul de tip\u0103rire a acestor bro\u0219uri cu Create 98, \u00eempreun\u0103 cu o varietate de noi produse de imprimare pentru Latham Street \u0219i 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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