呃… 美术专业方面的英语文章
例如 介绍品牌策略 介绍logo方面的英文资料等等……
谢谢
谢谢 你可以多补充一些 如果很多 你可以给我个地址吗 顺问:这个有中文的翻译吗?
- max笔记
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Logo
A logo is a graphical element (ideogram, symbol, emblem, icon, sign) that, together with its logotype (a uniquely set and arranged typeface) form a trademark or commercial brand. Typically, a logo"s design is for immediate recognition. The logo is one aspect of a company"s commercial brand, or economic or academic entity, and its shapes, colors, fonts, and images usually are different from others in a similar market. Logos are also used to identify organizations and other non-commercial entities.
Logos today
Today there are many corporations, products, brands, services, agencies and other entities using an ideogram (sign, icon) or an emblem (symbol) or a combination of sign and emblem as a logo. As a result, only a few of the thousands of ideograms people see are recognized without a name. It is sensible to use an ideogram as a logo, even with the name, if people will not duly identify it. Currently, the usage of both images (ideograms) and the company name (logotype) to emphasize the name instead of the supporting graphic portion and making it unique, by it non-formulaic construction via the desiginal use of its letters, colors and any additional graphic elements.
Ideograms (icons, signs, emblems) may be more effective than a written name (logotype), especially for logos being translated into many alphabets; for instance, a name in the Arabic language would be of little help in most European markets. An ideogram would keep the general proprietary nature of the product in both markets. In non-profit areas, the Red Cross (which goes by Red Crescent in Muslim countries) is an example of an extremely well known emblem which does not need an accompanying name. Branding aims to facilitate cross-language marketing. The Coca-Cola logo can be identified in any language because of the standard color and the well known "ribbon wave" design.
Some countries have logos, e.g. Spain, Italy, Turkey and The Islands of The Bahamas, that identify them in marketing their country solely for tourism purposes. Such logos often are used by countries whose tourism sector makes up a large portion of their economy.
Color
Color is considered important to brand recognition, but it should not be an integral component to the logo design, which could conflict with its functionality. Some colors are formed/associated with certain emotions that the designer wants to convey. For instance loud primary colors, such as red, are meant to attract the attention of drivers on highways are appropriate for companies that require such attention. In the United States red, white, and blue are often used in logos for companies that want to project patriotic feelings. Green is often associated with the health and hygiene sector, and light blue or silver is often used to reflect diet foods. For other brands, more subdued tones and lower saturation can communicate reliability, quality, relaxation, or other traits.
Dynamic logos
In 1898, French motor tyre manufacturer, Michelin, introduced the Michelin Man, a cartoon figure who was presented in many different ways, such as eating, drinking, and playing sports. By the early 21st century, other large corporations such as MTV, Google, Morton Salt and Saks Fifth Avenue had also adopted dynamic logos, that change over time and from setting to setting
Logo design
A logotype for a fictitious entity: Narrow color range and recognizable design.Logo design is an important area of graphic design, and one of the most difficult to perfect. The logo (ideogram), is the image embodying an organization. Because logos are meant to represent companies" brands or corporate identities and foster their immediate customer recognition, it is counterproductive to frequently redesign logos.
Examples
Due to the design, the color, the shape, and eventually additional elements of the logotype, each one can easily be differentiated from other logotypes. For example, a box of Kellogg"s cereals will be easily recognized in a supermarket"s shelf from a certain distance, due to its unique typography and distinctive red coloring. The same will be true when one is at the airport looking for the booth of the Hertz Rent-A-Car company. The logotype will be recognized from afar because of its shape and its yellow color.
Some well-known logos include Apple Inc."s apple with a bite missing, which started out as a rainbow of color, and has been reduced to a single color without any loss of recognition. Coca Cola"s script is known worldwide, but is best associated with the color red; its main competitor, Pepsi has taken the color blue, although they have abandoned their script logo. IBM, also known as "Big Blue" has simplified their logo over the years, and their name. What started as International Business Machines is now just "IBM" and the color blue has been a signature in their unifying campaign as they have moved to become an IT services company.
There are some other logos that must be mentioned when evaluating what the mark means to the consumer. Automotive brands can be summed up simply with their corporate logo- from the Chevrolet "Bow Tie" mark to the circle marks of Volkswagen, Mercedes-Benz and BMW, to the interlocking "RR" of Rolls-Royce each has stood for a brand, and clearly differentiated the product line.
Other logos that are recognized globally: the Nike "Swoosh" and the Adidas "Three stripes" are two well-known brands that are defined by their corporate logo. When Phil Knight started Nike, he was hoping to find a mark as recognizable as the Adidas stripes, which also provided reinforcement to the shoe. He hired a young student (Carolyn Davidson) to design his logo, paying her $35 for what has become one of the best known marks in the world (she was later compensated again by the company). [3]
Another logo of global renown is that of Playboy Enterprises. Playboy magazine claims it once received a letter at its Chicago, Illinois offices with its distinctive "bunny" logo as the only identifying mark, appearing where the mailing address normally appears.
Corporate identities are often developed by large firms who specialize in this type of work. However, Paul Rand is considered the father of corporate identity and his work has been seminal in launching this field. Some famous examples of his work were the UPS package with a string (replaced in March 2003) IBM, and NeXT Computer.
An interesting case is the refinement of the FedEx logo, where the brand consultants convinced the company to shorten their corporate name and logo from "Federal Express" to the popular abbreviation "Fed Ex". Besides creating a shorter brand name, they reduced the amount of color used on vehicles (planes, trucks) and saved hundreds of thousands of dollars in paint costs. Also, the right-pointing arrow in the new logo is a subliminal hint of motion.
[edit] Logos in subvertising
See also: Culture jamming and Guerrilla communication
The wide recognition received by the most famous logos provides the brand"s critics with the possibility of meme-hacking, a process also known as subvertising, turning the marketing message carried by the logo (either in its pristine form, or subtly altered) into a vehicle for an alternative message, frequently highly critical to the brand in question. An example is the AdBusters" corporate flag, a U.S. flag with the stars replaced by major corporate logos.
Virtually all distinctive design elements related to brands or logos can become subjects to subvertising. The best-known organizations subverting established logos and brands are ®™ark and AdBusters.
Brand extension
Brand extension or brand stretching is a marketing strategy in which a firm marketing a product with a well-developed image uses the same brand name in a different product category. Organizations use this strategy to increase and leverage brand equity (definition: the net worth and long-term sustainability just from the renowned name). An example of a brand extension is Jello-gelatin creating Jello pudding pops. It increases awareness of the brand name and increases profitability from offerings in more than one product category.
A brand"s "extendibility" depends on how strong consumer"s associations are to the brand"s values and goals. Ralph Lauren"s Polo brand successfully extended from clothing to home furnishings such as bedding and towels. Both clothing and bedding are made of linen and fulfill a similar consumer function of comfort and hominess. Arm & Hammer leveraged its brand equity from basic baking soda into the oral care and laundry care categories. By emphasizing its key attributes, the cleaning and deodorizing properties of its core product, Arm & Hammer was able to leverage those attributes into new categories with success. Another example is Virgin Group, which was initially a record label that has extended its brand successfully many times; from transportation (aeroplanes, trains) to games stores and video stores such a Virgin Megastores.
In 1990s, 81% of new products used brand extension to introduce new brands and to create sales.[1] Launching a new product, is not only time consuming but also needs a big budget to create awareness and to promote a product"s benefits.[2] Brand extension is one of the new product development strategies which can reduce financial risk by using the parent brand name to enhance consumers" perception due to the core brand equity.[3][4]
While there can be significant benefits in brand extension strategies, there can also be significant risks, resulting in a diluted or severely damaged brand image. Poor choices for brand extension may dilute and deteriorate the core brand and damage the brand equity.[5][6] Most of the literature focuses on the consumer evaluation and positive impact on parent brand. In practical cases, the failures of brand extension are at higher rate than the successes. Some studies show that negative impact may dilute brand image and equity.[7][8] In spite of the positive impact of brand extension, negative association and wrong communication strategy do harm to the parent brand even brand family.[9]
Product extensions are versions of the same parent product that serve a segment of the target market and increase the variety of an offering. An example of a product extension is Coke vs. Diet Coke in same product category of soft drinks. This tactic is undertaken due to the brand loyalty and brand awareness they enjoy consumers are more likely to buy a new product that has a tried and trusted brand name on it. This means the market is catered for as they are receiving a product from a brand they trust and Coca Cola is catered for as they can increase their product portfolio and they have a larger hold over the market in which they are performing in.
Types of product extension
Brand extension research mainly focuses on the consumer evaluation of extension and attitude of the parent brand. Following the Aaker and Keller"s (1990) model, they provide a sufficient depth and breadth proposition to examine consumer behaviour and conceptual framework. They use three dimensions to measure the fit of extension. First of all, the “Complement” is that consumer takes two product (extension and parent brand product) classes as complement to satisfy their specific needs.[10] Secondly, the “Substitute” indicates two products have same user situation and satisfy their same needs which means the products class is very similar so that can replace each other. At last, the “Transfer” is the relationship between extension product and manufacturer which “reflects the perceived ability of any firm operating in the first product class to make a product in the second class”.[11] The first two measures focus on the consumer"s demand and the last one focuses on firm"s ability.
From the line extension to brand extension, however, there are many different way of extension such as "brand alliance",[12] co-branding[13] or “brand franchise extension”.[14]Tauber (1988) suggests seven strategies to identify extension cases such as product with parent brand"s benefit, same product with different price or quality, etc. In his suggestion, it can be classified into two category of extension; extension of product-related association and non-product related association.[15] Another form of brand extension, is a licensed brand extension. Where the brand-owner partners (sometimes with a competitor) who takes on the responsibility of manufacturer and sales of the new products, paying a royalty every time a product is sold.
[edit] Categorisation theory
Researchers tend to use “categorisation theory” as their fundamental theory to explore the links about the brand extension.[16][17] When consumers face thousands of products, they not only are initially confused and disorderly in mind, but also try to categorise the brand association or image with their existing memory. When two or more products exit in front of consumers, they might reposition memories to frame a brand image and concept toward new introduction. A consumer can judge or evaluate the extension by their category memory. They categorise new information into specific brand or product class label and store it.[18][19] This process is not only related to consumer"s experience and knowledge, but also involvement and choice of brand.[20] If the brand association is highly related to extension, consumer can perceive the fit among brand extension. Some studies suggest that consumer may ignore or overcome the dissonance from extension especially flagship product which means the low perceived of fit does not dilute the flagship"s equity.[21][22]
[edit] Brand extension failure
Literature rel