{"id":63,"date":"2023-01-04T02:00:00","date_gmt":"2023-01-04T02:00:00","guid":{"rendered":"https:\/\/tw.cm.upt.ro\/10\/?p=63"},"modified":"2023-01-10T22:41:07","modified_gmt":"2023-01-10T22:41:07","slug":"designul-produselor","status":"publish","type":"post","link":"https:\/\/tw.cm.upt.ro\/10\/2023\/01\/04\/designul-produselor\/","title":{"rendered":"Designul produselor – Logo \u0219i ambalaj"},"content":{"rendered":"
<\/div>\n\n

Identitatea brandului<\/em> este un lucru tangibil, care apeleaz\u0103 la sim\u021burile umane. Po\u021bi vedea
produsul, s\u0103-l atingi, s\u0103-l sim\u021bi, s\u0103-l auzi sau s\u0103-l prive\u0219ti cum se mi\u0219c\u0103. Aceast\u0103 identitate urm\u0103re\u0219te recunoa\u0219terea pie\u021bei, amplific\u0103 diferen\u021bele dintre brandul \u00een cauz\u0103 \u0219i concuren\u021ba \u0219i aduce pe scen\u0103 idei m\u0103re\u021be. De obicei, identitatea unui brand str\u00e2nge toate piesele de puzzle \u00eempr\u0103\u0219tiate la un loc \u0219i le une\u0219te, cre\u00e2nd un \u00eentreg sistem care \u00ee\u021bi prezint\u0103 imaginea de ansamblu din spatele brandului.<\/p>\n\n\n\n

Logo-urile \u0219i mi\u0219carea fashion<\/h4>\n\n\n\n

P\u00e2n\u0103 la \u00eenceputul anilor \u201970, logourile de pe hainele de marc\u0103 erau \u2013 \u00een general \u2013 ascunse, plasate subtil \u00een interiorul gulerului. \u00cencetul cu \u00eencetul, pe la finalul secolului XX, c\u00e2teva branduri au \u00eenceput s\u0103 plaseze mici embleme cu designul logoului lor la vedere, \u00een principiu \u00een fa\u021b\u0103, pe c\u0103m\u0103\u0219i de tip casual-sport, haine care nu prea erau \u00eent\u00e2lnite \u00eenafara terenurilor de golf a cluburilor americane extravagante. <\/p>\n\n\n\n

Apropiindu-ne de sf\u00e2r\u0219itul anilor \u201970, masele societ\u0103\u021bii erau deja sufocate de mi\u0219carea de tip hippy \u0219i de stilul (cu toate varia\u021biile sale) pe care genera\u021biile tinere le prezentau grosolan peste tot, indiferent de ocazie. <\/p>\n\n\n\n

O revolu\u021bie \u00een lumea modei a ap\u0103rut, iar \u021binutele de golf din anii \u201950 au dat buzna de pe terenuri \u00een societate, fiind \u021binuta de zi cu zi a multor adul\u021bi tradi\u021bionali\u0219ti sau a pu\u0219tanilor de bani gata. <\/p>\n\n\n\n

Calul Polo al lui Ralph Lauren \u0219i crocodilul lui Izod Lacoste au evadat din tiparele prestabilite \u0219i au n\u0103p\u0103dit pe str\u0103zi, afi\u0219\u00e2nd f\u0103r\u0103 nicio jen\u0103 logoul m\u0103rcii pe exteriorul c\u0103m\u0103\u0219ii. \u00cen acel moment, aceste logouri au ajuns s\u0103 preia o nou\u0103 func\u021bie social\u0103: impunerea unui statut.<\/strong><\/p>\n\n\n\n

La fel cum Naomi Klein men\u021bioneaz\u0103 \u00een cartea sa NO LOGO \u2013 Tirania m\u0103rcilor<\/strong>, \u201erolul
logo-ului a crescut \u00een mod impresionant, schimb\u00e2ndu-\u0219i esen\u021ba. [\u2026] au devenit at\u00e2t de marcante, \u00eenc\u00e2nt au transformat hainele pe care apar \u00een vehicule pentru brandurile pe care le reprezint\u0103\u201d<\/em>. (N. Klein, 2006, p.46)<\/p>\n\n\n\n

Cu alte cuvinte, crocodilul lui Lacoste chiar a prins via\u021b\u0103, doar c\u0103 nu \u0219i-a \u00eenghi\u021bit purt\u0103torii, doar c\u0103ma\u0219a pe care se afla, iar cu tot av\u00e2ntul acesta, brandurile au \u00eenceput s\u0103 persuadeze ideea de a face branding nu doar pentru propriile produse, ci \u0219i pentru cultur\u0103, ceea ce a pornit o \u201ecurs\u0103 a sponsorilor\u201d.<\/p>\n\n\n\n

LOGO<\/h3>\n\n\n\n

O defini\u021bie a logourilor a fost dat\u0103 de C. Slade-Brooking, care sus\u021bine c\u0103 \u201eun
logo, o marc\u0103 a unui brand sau un simbol al unui brand este, \u00een principiu, un instrument simplu.
Acesta presupune o combina\u021bie de forme, culori, simboluri \u0219i \u2013 uneori \u2013 cuvinte sau litere, care formeaz\u0103 design-uri simple ce simbolizeaz\u0103 valoarea, calitatea \u0219i promisiunea pe care produc\u0103torul le-o face clien\u021bilor.\u201d <\/p>\n\n\n\n

Cu alte cuvinte, logourile ne spun tuturor ce brand de\u021bine un anumit produs sau serviciu \u0219i felul prin care comunic\u0103 acest lucru. Aceea este o geant\u0103 Louis Vuitton, aia este o can\u0103 de la Starbucks sau aia e o doz\u0103 de Pepsi. Logourile ne ajut\u0103 s\u0103 identific\u0103m proprietatea unui brand, \u00een primul \u0219i \u00een primul r\u00e2nd, dar acestea fac \u0219i mai mult de at\u00e2t.<\/p>\n\n\n\n

Un logo poate s\u0103 preia aproape orice form\u0103 dorim noi s\u0103 preia, de la tipografie standard,
la o tipografie personalizat\u0103 special pentru nevoile brandului, \u00een timp ce altele sunt reprezentate prin simboluri unice sau o combina\u021bie \u00eentre tipografie \u0219i simboluri. Astfel, o serie de categorii generale a fost stabilit\u0103 pentru a \u00eencadra \u0219i a defini tipurile de logouri.<\/p>\n\n\n\n

Categorii:<\/h6>\n\n\n\n

\u2022 Simboluri pictogramice<\/strong> \u2013 M\u0103rul celor de la Apple, pas\u0103rea celor de la
Twitter sau iepurele de la Playboy sunt doar c\u00e2teva exemple de logouri din categoria
de simboluri pictogramice, unde simboluri destul de simple \u0219i bine cunoscute
oamenilor au fost stilizate pentru a fi transpuse \u00een logouri.<\/p>\n\n\n\n

\"\"
Logo Apple, Twitter \u0219i Playboy<\/figcaption><\/figure>\n\n\n\n

\u2022 Abstracte sau simbolice<\/strong> \u2013 acestea sunt, de obicei, simboluri care cuprind idei mari. Precum logoul celor de la Toyota, prin care numele firmei este scris\u0103 \u00eentr-un singur simbol, simplu, sau logoul Jocurilor Olimpice. Cele cinci inele reprezint\u0103 cele cinci continente ale lumii, \u00een timp ce culorile lor (albastru, negru, ro\u0219u, galben, verde), precum \u0219i culoarea alb\u0103 din fundal, reprezint\u0103 culorile existente pe toate steagurile \u021b\u0103rilor lumii.<\/p>\n\n\n\n

\"\"
Logo Toyota \u0219i Jocurile Olimpice<\/figcaption><\/figure>\n\n\n\n

\u2022 Litere simbolice <\/strong>\u2013 \u00een aceast\u0103 categorie se g\u0103sesc litere care au fost stilizate specific pentru un anumit tip de branding, care comunic\u0103 un mesaj prestabilit, specific, de obicei transmi\u021b\u00e2ndu-\u0219i mesajele la nivel multina\u021bional: Netflix sau McDonald\u2019s.<\/p>\n\n\n\n

\"\"
Logo Netflix \u0219i McDonald’s<\/figcaption><\/figure>\n\n\n\n

\u2022 Cuvinte<\/strong> \u2013 aceasta este cea mai simpl\u0103 \u0219i clasic\u0103 categorie de logouri. \u00cen general, numele companiei sau cel al fondatorilor sunt folosite drept logo prin folosirea unui font personalizat, precum cei de la Zara sau Vans.<\/p>\n\n\n\n

\"\"
Logo ZARA \u0219i Vans<\/figcaption><\/figure>\n\n\n\n

\u2022 \u201eInsigne\u201d <\/strong>\u2013 numele companiei este \u201elipit\u201d de o pictogram\u0103, cre\u00e2nd astfel un logo de tip \u201einsign\u0103\u201d. Brandul Bucegi prin Sfinxul de pe etichetele \u0219i sigla sa \u0219i Ursus, prin simbolul ursului, reprezint\u0103 cel mai bun exemplu pentru aceast\u0103 categorie.<\/p>\n\n\n\n

\"\"
Logo Bucegi \u0219i Ursus<\/figcaption><\/figure>\n\n\n\n

\u2022 \u201eAccesorii pentru brand\u201d <\/strong>– sun\u0103 destul de ciudat, dar aceast\u0103 categorie este pentru o serie de logouri (ale aceleia\u0219i firme) care pot fi folosite independent unul fa\u021b\u0103 de cel\u0103lalt, fiind flexibile din punct de vedere al design-ului, dar care transmit acela\u0219i mesaj \u00eentr-o varietate de medii. Un exemplu ar fi design-ul celor de la muzeul din Brooklyn, Statele Unite ale Americii.<\/p>\n\n\n\n

\"\"
Logo Brooklyn Museum<\/figcaption><\/figure>\n\n\n\n

AMBALAJ<\/h3>\n\n\n\n

Ambalajul sau packaging-ul, cum mai este cunoscut, joac\u0103 \u0219i el un rol esen\u021bial \u00een definirea unui brand, relevan\u021ba \u0219i identificarea lui pe pia\u021b\u0103. \u00cen fond, ambalajele sunt \u2013 dup\u0103 cum sus\u021bine \u0219i Alina Wheeler \u2013 \u201ebrandurile \u00een care ai cea mai mare \u00eencredere \u00eenc\u00e2t s\u0103 le cumperi \u0219i s\u0103 le aduci \u00een propria cas\u0103\u201d.<\/em><\/p>\n\n\n\n

Dac\u0103 arunc\u0103m o privire mai atent\u0103 pe pia\u021b\u0103 se poate observa o re\u00eemprosp\u0103tare mult
mai frecvent\u0103 a brandurilor dec\u00e2t \u00eenainte, cel pu\u021bin \u00een ultimii cinci sau \u0219ase ani. Avansarea constant\u0103 \u00een tehnologie \u0219i social networking ajunge s\u0103 expun\u0103 consumatorii la noi lucruri \u00eentr-un ritm extrem de alert, cre\u00e2nd astfel o dorin\u021b\u0103 puternic\u0103 \u0219i o cerere crescut\u0103 pentru un anumit nivel de schimbare.<\/p>\n\n\n\n

Designul unui ambalaj este doar o parte dintr-un \u00eentreg puzzle care reprezint\u0103 lansarea unui produs. Un brief \u0219i un program al lans\u0103rii trebuie neap\u0103rat s\u0103 con\u021bin\u0103 \u0219edin\u021be pentru aprobarea ambalajului, produc\u021bia lui, \u0219edin\u021be pe departamentul de v\u00e2nz\u0103ri pentru a putea intriga noul design \u00een strategia de marketing, distribuirea ambalajului \u0219i \u2013 nu \u00een ultimul r\u00e2nd \u2013 promovarea produsului.<\/p>\n","protected":false},"excerpt":{"rendered":"

Identitatea brandului este un lucru tangibil, care apeleaz\u0103 la sim\u021burile umane. Po\u021bi vedeaprodusul, s\u0103-l atingi, s\u0103-l sim\u021bi, s\u0103-l auzi sau s\u0103-l prive\u0219ti cum se mi\u0219c\u0103. Aceast\u0103 identitate urm\u0103re\u0219te recunoa\u0219terea pie\u021bei, amplific\u0103 diferen\u021bele dintre brandul \u00een cauz\u0103 \u0219i concuren\u021ba \u0219i aduce pe scen\u0103 idei m\u0103re\u021be. De obicei, identitatea unui brand str\u00e2nge toate piesele de puzzle \u00eempr\u0103\u0219tiate … Continue reading “Designul produselor – Logo \u0219i ambalaj”<\/span><\/a><\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"wprm-recipe-roundup-name":"","wprm-recipe-roundup-description":"","ngg_post_thumbnail":0,"footnotes":""},"categories":[1],"tags":[27,24,26,25],"class_list":["post-63","post","type-post","status-publish","format-standard","hentry","category-branding-2","tag-ambalaj","tag-design","tag-logo","tag-produse"],"yoast_head":"\nDesignul produselor - Logo \u0219i ambalaj - PR&Beer<\/title>\n<meta name=\"description\" content=\"dentitatea brandului este un lucru tangibil, care apeleaz\u0103 la sim\u021burile umane. 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