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品牌LOGO轉冇腳字 面目模糊的鮮明形象

2018/8/5 — 14:17

【文﹕中央聖學子】

繼去年 Calvin Klein 改咗個全大階無腳字(sans-serif)密質質 logotype 後,早兩日另一時裝名牌 Burberry 又更新咗個 sans-serif 撈稿,同樣,都係 Peter Saville 手筆。類似撈稿更新,由 serif 或 script typeface 轉成 sans-serif,甚至 Helvetica,印象中都有唔少。Google、Airbnb、Spotify、Pinterest、HSBC,同母校 University of the Arts London,都因着種種原因同策略,不約而同地變身成差不多嘅視覺形象。據報導,當有中有啲考慮係相似的,例如,簡潔冇腳(grotesque sans-serif)粗體字比起其他字體响電子屏幕上,的確比較容易辨識及較為突出;有啲初創公司(startup)成功打出名堂後,亦會將已建立咗名聲嘅形象變成較穩重、「大氣」(扮大佬);至於家傳戶曉嘅老品牌都玩 sans-serif,則或多或少想形象更摩登入時,回應萬變嘅消費市場。

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Google’s facelift, done by an in-house team, followed soon after, losing the logo’s old serif typeface in favor of a custom-designed, geometric sans-serif called Product Sans. “I don’t think Google copied Airbnb, but they just went a similar route, shedding those pesky serifs in exchange for simplicity,” Vit* says. After seeing these logos in action, other brands followed suit, and a trend was born.

However dull, these simple wordmarks do have one advantage over complex scripts and elegant serifs: They look better on screens. Geometric sans-serifs scale well—they’re as crisp at small sizes as at large ones. For a tech company, having its logo pop even in miniature is essential, particularly when it most frequently appears just a few pixels high on a phone screen. The original Airbnb logo failed this test spectacularly. “If you tried to reduce their old script logo it turned into mush. It was unreadable,” Vit notes. “If a company is supposed to represent the best of digital technology, but their logo looks bad on screen, that’s a problem.” [1]

*Armin Vit, graphic designer and author of the popular branding blog Brand New.

對於呢個潮流,我個人就麻麻地嘞。原因有三。一、我唔覺得 serif 一定係 old school 老套落後於人,企業形象唔係單靠隻撈稿,整個 brand system 同 experience 更重要。再唔係 refine 原本撈稿隻字體亦得;二、而家啲 screen 又 retina 又 4K、5K,resolution 高到啲影像利過刀,display serif 絕非大問題(食環署個撈稿都未驚過啦);三、潮流嘅嘢,三五年轉一次,雖則話而家啲撈稿已經非昔日咁講求天長地久山盟海誓,一用三十年,但我依然相信如果個撈稿係高汁,就應該有點堅持。

最後,in case 有愛跟風追潮流嘅同業讀到呢篇拙文,想提提大家,類似「簡約冇腳風格」對於大品牌嚟講尚算可行,因為人哋個名已廣為人知,brand image(not only the identity)早已深入民心,更新一個較中性較模糊嘅撈稿都唔會有太大影響,佢哋嘅粉絲們會好快消化。新品牌咁處理的話,就難免過分中性,難以突圍。(不過應該好少香港客會接受類似簡約,佢哋會覺得「冇 design」 🙂)

Source and related links: 
Why Google, Airbnb, and Spotify’s Logos Have Become So Similar
Is the logo still the most important part of a brand’s image?
New Logo for Calvin Klein by Peter Saville
New Logo for Burberry by Peter Saville

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