Do you know what happened recently?
Big brands are changing!
What changed?
Brand upgrade!
In terms of brand influence, they are all at the top of the consumer field.
But, < /p>
In order to adapt to consumers’ demands for brand culture,
In order to make the brand influence consumers in the long term and achieve a brand effect that is deeply rooted in the hearts of the people.
So they are all doing upgrades.
Internal is the upgrade of brand strategy and products, external is the most effective way
——
A LOGO, a slogan, a TV, or a TVC.
You can see above,
The most critical visual upgrade communication is the LOGO.
However, the first thing that mass consumers upgrade and increase their awareness of the brand is the brand LOGO.
So,
What changes have these big names made recently?
一
#Fight the epidemic, keep distance#< /strong>
It is said on the Internet that because of the fight against the epidemic, brand "LOGO" all over the world is taking action.
The above masterpieces are all produced by a creative director named Jure Tovrljan, and the major brands involved include Nike, Starbuks, NBA, Olympic rings, US Open, etc.
However, McDonald's "epidemic prevention version" LOGO is the only one officially certified and is intended to call on everyone to maintain an appropriate distance.
Zhong Taojun wants to say that McDonald’s, a big brand, is becoming more and more pro-Chinese. Why? Look at the color system of McDonald's LOGO - red + yellow, which are completely auspicious colors in China. Since ancient times, red has symbolized joy and nobility, vitality and enthusiasm, and more importantly, hope. The only thing that remains unchanged is the two connected or separated doors that evolved from the letters of "Mai". Only by retaining this seemingly traditional but highly recognizable symbol can it not only show its long history. Vintage, it can also convey its high-quality brand culture that will not change and maintain a sense of closeness with consumers.
二
#For marketing, pure and simple#< /strong>
The following sharing of big brands whose LOGOs have changed may make you shy.
Comparison of before (left picture) and after (right picture) LOGO changes
Yes, Durex.
On Valentine's Day, February 14th, Durex, a genius in the marketing industry, released a new brand image, which mainly removed the gradient effect of the original LOGO and the halo at the bottom of the letter "X". And the overall flattening is done on the two monochrome combinations of blue + white; the more exciting point is that its extension changes to release a customized font-One Night Sans.
(Do you feel shy?)
Zhong Taojun had to sigh:Society is changing so fast that even “love sex” has become concise and clear (dropped out).LOGO has become more colorful, symbols and curves ( The softening of warmth may also symbolize that more and more young people are yearning to pursue a life with warmth, not just hot and passionate moments.
The LOGOs listed above that change by year will not make you shy, but they can show off your "face" BMW.
On March 3, the BMW Group released the i4 pure electric concept car, which became the first model to be equipped with a new brand LOGO. The main change in the new car logo is to remove the classic black outer ring on the circular logo, cancel the three-dimensional effect, and upgrade the font shape. The new LOGO overall looks more concise. Jens Thiemer, Senior Vice President of BMW Customers and Brands, said: “Removing the black ring around the shield expresses the BMW brand’s more open and transparent attitude towards young car buyers. , and better embrace the digital transformation &r.dquo;
It can be seen that simplicity, in line with the unfettered openness and transparency of young consumer groups, is exactly the direction that major brands are focusing on when upgrading their LOGOs.
The above LOGOs that change by year will not make you shy, but the one that will make you love or hate is Alipay.
On March 10, Ant Financial CEO Hu Xiaoming announced at the 2020 Alipay Partner Conference that Alipay would be upgraded to a bluer LOGO, and its entire VI system would also be changed. For example, when you open Alipay, you will find that the color of its interface has been changed to saturated blue, and the regular icons are overall softer than before.
In other words, in addition to increasing the color saturation to make the overall appearance more conspicuous, the Alipay LOGO has also simplified the character strokes. For example, the last stroke of "branch" will be slimmer than the previous characters. The changes that LOGO masters often make are very visible to the naked eye. Perhaps, it is because of these "subtle" changes that you only find out after looking back many times: Hey, why is it so pleasing to the eye? Or perhaps, it is related to the Feng Shui of big brands, which must follow the current trend and become more refined.
三
# Feelings involved from generation to generation#
Next, it is finally the turn of the big ceramic brand that is most familiar and cordial to people who move bricks. Before introducing this big brand, Zhongtao Jun wants to plant grass with this brand. A slogan.
Eagle Ceramics was founded in 1974.
"Many years later, I will still choose Eagle Brand" - this is the advertising slogan of Eagle Brand Ceramics.
However, few people should know that the popular advertising slogan of Eagle Ceramics is a spoken word from the end consumers of Eagle Ceramics. This consumer was born in the 1950s. They started to use Eagle brand ceramics when they bought their first house in the 1970s after the reform and opening up. When the educated youth became parents and planned the life-long purchase and decoration of a house for their children in the 1990s, they said that Eagle ceramics The product quality of Eagle brand ceramics is guaranteed, so we still choose Eagle brand ceramics; and when the time comes to the 1920s, when the world is developing rapidly, everyone will find that the more impetuous the present, the more people yearn for sentimental things, so I was born in the 1990s When decorating their new home, my grandchildren said they wanted to have a homey feel, and finally chose Eagle Ceramics...
For typical consumers, the Eagle Ceramics brand is still the same brand, with a familiar feeling. The products have also kept up with the trend of social trends and met the needs of the three generations before and after for the home environment. At this moment, a picture of three generations of grandparents sitting in the home space, enjoying themselves, immediately appeared in Zhong Taojun's mind.
Perhaps, Eagle Ceramics is constantly innovating in order to satisfy the pursuit of consumers for generations, not only in terms of products to meet the needs of the market, but also in improving the overall VI system. A certain LOGO master said: The changing trend of LOGO logos is related to the current or upcoming mainstream media communication technology. In the environment of cross-border integration of intelligent devices and media, simplicity andSans-serif makes it easier to express and recognize. I believe this is the reason why Eagle Ceramics chose to upgrade the brand LOGO on the occasion of its 45th anniversary.
Having said so much, it is not the "time" for Eagle Ceramics to reveal its new LOGO. It still chooses to release it at the annual dealer meeting on April 18 every year. (This year it will be held online due to the epidemic).
(Do you feel itchy?)
On April 18, Eagle Ceramics LOGO upgrade conference was held.
Let’s look for differences together and look for changes in the old and new logos of Eagle Ceramics.
……
First of all, guess what color the upgraded LOGO of Eagle Ceramics will be?
……
(to be continued)
（Editor/catran）
