一個(gè)公司的Logo對(duì)于公司發(fā)展至關(guān)重要，因?yàn)樗碇脩魧?duì)品牌的認(rèn)可和信賴。
近日，很多大牌都在大幅修改他們的商標(biāo)。專家認(rèn)為，一個(gè)極簡(jiǎn)的Logo將更適合新媒體平臺(tái)傳播，并且更容易吸引用戶的眼球。
谷歌更新了旗下所有Logo，為郵件、日歷和搜索引擎提供了更簡(jiǎn)單、豐富多彩的圖標(biāo)。
今年早些時(shí)候，支付寶推出了一款新設(shè)計(jì)，其色彩飽和度更高。汽車制造商起亞（KIA）也宣布明年將推出一款新車型，其Logo的色彩對(duì)比更清晰，設(shè)計(jì)更簡(jiǎn)單，摒棄此前令人困惑的圓圈標(biāo)志。
A company's logo can be crucial to its development, as a key to instant customer recognition and brand loyalty among users.
But recently a lot of big brands have been overhauling their logos. Experts believe that a brighter and simpler logo will be fit for emerging media platforms and impress more customers online.
google recently updated all its logos and icons, coming out with simpler, more colorful icons for mail, calendar, and Google Drive. China's Alipay came up with a new design earlier this year, with darker and higher contrast. And automaker KIA has announced a new one for next year - simpler, higher contrast, and they've gotten rid of that confusing circle around the company name.
上海交通大學(xué)設(shè)計(jì)學(xué)院蕭冰教授在接受CGTN采訪時(shí)表示，“這一變化背后的一個(gè)關(guān)鍵原因是：這些圖標(biāo)需要與日新月異的社交媒體不斷同步發(fā)展。”
“彩色Logo現(xiàn)在很常見，隨著科技的發(fā)展，Logo需要在碎片化多屏?xí)r代吸引人們的注意力。專為平面媒體設(shè)計(jì)的舊版本已經(jīng)不再需要，所以公司也需要與時(shí)俱進(jìn)。”他補(bǔ)充說，“隨著人工智能、大數(shù)據(jù)和3D全息技術(shù)的進(jìn)一步應(yīng)用，Logo肯定會(huì)有更多的變化。”
Prof. Xiao Bing from Shanghai Jiaotong University's design school told CGTN one of the crucial reasons behind the change is the changing media on which the logos Appear.
"Colorful logos are quite common now because the development of technology means they now need to look good on screens. Older ones designed for print media are no longer needed, so companies are making revisions," Xiao said, adding that "with the further application of artificial intelligence, big data, and 3D holography, there will definitely be more changes."
Yess Creative & Design的合伙人認(rèn)為，極簡(jiǎn)主義，色彩明亮是新Logo的未來趨勢(shì)。
“公司都在努力發(fā)展電商平臺(tái)，在過去，Logo可以手工設(shè)計(jì)，制作流程非常復(fù)雜。現(xiàn)在，Logo必須在碎片化多屏?xí)r代，給消費(fèi)者留下深刻的印象。”
“可口可樂，支付寶和星巴克都在把他們的Logo做得更簡(jiǎn)單。”
Yan Junchang, the partner of Yess Creative & Design, considers simpler and brighter as the obvious trends for those new logos.
"Companies are all putting their efforts into e-commerce, so while in the past, logos could be designed by hand and be quite complicated, now you have to impress consumers online. Coca-Cola, Alipay, and Starbucks are all making their logos simpler," Yan commented.
做一個(gè)適合新的傳播渠道的Logo是公司變革的一種方法，但新設(shè)計(jì)成功與否在于消費(fèi)者對(duì)它的接受程度。
谷歌、Instagram和星巴克都在關(guān)注消費(fèi)者對(duì)其Logo變化的看法，新Logo對(duì)公司未來的發(fā)展至關(guān)重要。
“Logo的變化會(huì)給消費(fèi)者帶來全新的形象，但如果設(shè)計(jì)得不夠好，這些變化就會(huì)帶來負(fù)面影響。這取決于新商標(biāo)是否符合消費(fèi)者未來的預(yù)期。”蕭教授總結(jié)說。
Making a logo suitable for new communication channels is one thing, but it turns out another factor with new designs is what consumers think of it.
Google, Instagram, and Starbucks have all been monitoring what consumers think of their changes. The new logos can be just as crucial to a company's future as the old ones were.
"Changes in logos will present a fresh image to consumers, but if they are not good enough, the changes will have negative impacts. It depends on whether the new logos meet consumers' expectations," Xiao noted.
