On the one hand, logo is a symbolic embodiment of the image of enterprises and products, and its most important function is identifiability, which makes brands gain advantages in the fields of media promotion, credit guarantee and horizontal competition. Logo is a facade, and its design works often have the same value and significance as product design-even for some luxury goods, Logo itself is a commodity with high gold content.
On the other hand, with the continuous iteration of technology and consumption habits, commodities in different times will inevitably need different facades to be packaged and defined, so as to meet the changing role of products themselves and the changing "label" needs of consumers.
To put it bluntly, the manufacturer should tell a brand story that may be one hundred years earlier than his birth in a tone that conforms to the consumer era. In the final analysis, I still call for emotion.
Therefore, a very clear trend is that in the 2 1 century, especially in the last 3-5 years, with the rise of the third scientific and technological revolution represented by internet information technology, people's living habits and cultural cognition have changed significantly, and more and more century-old brands, especially the old brands that have not changed for half a century, have also started to change their labels non-stop.
Everyone's direction is also very clear. The Internet is characterized by efficient, concise, fast and accurate dissemination of information. These keywords have naturally become the elements that the new generation of commercial Logo strive to display.
The most typical example is the rebranding of British luxury brand Burberry two years ago.
This top luxury brand 1 17 years has not touched the Logo, greatly simplified the original Logo, and replaced all the brand fonts with sans serif fonts, all of which conveyed the brand vision that a century-old brand can also be simple and young and keep pace with the times.
Old luxury goods are in action, not to mention other industries. For example, Apple, which witnessed the information revolution, has been simplifying Logo more and more frequently;
Even Huawei Glory and OPPO, the leaders of self-owned brand mobile phones established only a few years ago, are actively adapting to the young and extremely simplified business needs and the trend of the times;
In the automobile industry, where information technology changes are more intensive, there are countless such examples. Like other industries, the brand change of automobile enterprises often represents the brand strategy adjustment under the background of technological innovation and changing market demand. For example, as early as 20 17, BMW once again updated the classic blue sky and white clouds logo, boldly adopted a black-and-white and flat style, and strived to embody a pure luxury image in the intelligent age.
For example, the public, which has been criticized by consumers, is actually enjoying the bid change. As many as 12 times of rebranding history, Volkswagen's brand positioning and image are closely linked with the tide of the times, and gradually accumulated a huge market share today.
Last year, Volkswagen not only replaced the Logo with a simpler flat monochrome pattern, but also completely updated the brand's entire VI vision system, creating a brand image that is more emotional and can exude the taste of electric intelligence.
There are also many independent brands that lead the market at a younger, smarter and higher-end pace. For example, Geely, from the first round logo with the meaning of "66 Dashun" to the later "six-pack abdominal muscles", not only slimmed down the shield logo last year, but also launched a flat "quantum silver shield logo" to represent the geometric image of a brand-new energy brand.
There is also BYD's Logo, which is constantly changing. Up to now, a brand-new version has been registered, and the modern lines and simple combination also indicate a brand-new brand positioning.
On February 29th, on this special day, Roewe released a poster. The door handle on the left side of the poster is obviously the outline of the current Roewe logo, so does the corresponding ellipse on the right side indicate that Roewe also needs a new logo?
I guess Roewe is going to make a big move, and it is very likely that it will define a brand-new brand strategy and create a more novel brand and product image by changing the label.
In addition, I noticed that "new technology, new design and new model" in the lower right corner of the poster was just the key word of "Motive 2020+" green core strategy released by Roewe during the Guangzhou Auto Show last year:
Looking back, the new technology represents Roewe's exploration of the "three electricity" technology, the core element of new energy vehicles, and the electric drive solution based on the platform and the battery solution based on the power compatible platform that will be launched soon. The new design is an intelligent design concept put forward before, which will be completely different from the traditional rhythmic design of fuel vehicles, emphasizing the use of new technology development models to show the scientific and technological intelligent elements of vehicles; The new model is the exploration of travel service, which promotes consumers' service experience and value perception behavior in the whole travel cycle of "seeing, trying, buying, raising and selling".
If the speculation about the name change is true, Roewe, which already has the concept of the Internet, will face great pressure to hand over an answer sheet about the brand-new Logo design in the intelligent age.
Of course, the brand-new product Logo and even the whole VI visual identification system will definitely drive the whole brand to develop in a younger, more innovative and more advanced direction. This big move is really significant.
What's hidden in this ellipse? What graphic combination does Roewe use to show the brand's new understanding of future travel and the new look of future products? It's really exciting.
This article comes from car home, the author of the car manufacturer, and does not represent car home's position.