3 ibitabo byerekeye brand identity biganishwa

Uko ibi bimaze kubeshya ibitabo by'ubwoko kuva mbesa

Ibitabo bitatu bivuga ku kugerageza kuva mbesa, kuri ngufu zisanzwe za kazi. Catharine Slade-Brooking asobanura urutonde rw'umushinga wa mbesa, kuva kubashisha abayehuri na kuzingiza abashobora kuyivana hadi kubereka izina, kubahoza logo, gutangaza, kubeshya no kuzindura. Allan Peters akunda cyane kuri ngufu za visual na mazingira ya kubaka logo zikunze kuzanwa. Marty Neumeier arahindura kureba urukurikiri rw'ikigo kuri haki ya mpango ya bimera na design.

Iyo ngano inahagije kubabaza kubera ibi bitabo by'ubwoko kuva mbesa bitandukanye. Umushusho ashobora kuhitaji kumenya urutonde rwose wa kazi. Umubarezi akora ashobora kuhitaji njya nzuri zaidi za kubaka na kubeshya amabara. Ikipe ya leader ashobora kuhitaji aya mahirwe y'abatuye abafasha kuhuza ibitego by'ubucuruzi na uburyohe bw'abahanga. Kukangurira kwa hivyo kumenya umushinga, urwego na aya y'kumenya badakora ibicu by'agaciro kandi bidasubira.

Ki kimeza kubeshya ibitabo by'ubwoko kuva mbesa?

Kitabo cha mbesa kinahitajika kivuga ko mbesa si logo gusa. Kinahitajika kuhuza ubushakashatsi, ekisa, kubereka izina, ururimi, typography, rangi, ifoto, kuharana na guverinoma. Kinahitajika kandi kubasha kumenya ni kivyakora gikorwa kibeshya kuri mpango na ni kivyakora system ishobora kufasha nyuma y'ikuzindura.

• Mushinga:umfasha ashobora kumenya ki kibashaye mbere, gihe na nyuma y'kubaka.
• Rationale:ifatizo zinahitajika kubasha kumenya kivyakora ufumbire wimara kuri ikigo na abayehuri.
• Kwiyubaka ku ngufu:Urwego rw'amoko rushobora kufasha kuva mu ngufu zidafite n'ibintu byose, si ahubwo gusa ku ibanda rimwe ry'ibitangazamakuru.
• Kudurenga:Igitekerezo cy'ingenzi kigomba kuboneka bivuye mu miterere yose, uwo mwanya utakaye gufasha kwihutisha mu bihe bijyanye n'ibintu.

Ivyo bita "amoko" vyatangiye kutoka hehe?

Igitaboamokokivuka kuri Latinidem, meaning “the same.” It refers to the qualities through which a person or thing remains recognisable as itself. In branding, identity is the organised expression that helps an organisation appear coherent across many encounters.

Umutungo huu ujye ubuhamya umwihariko mu kubabaza. Amoko ya urwego rushobora kufasha abantu kuyibona, ariko n'igomba kandi kuboneka mu ngufu zidafite n'ibintu byose, kama vile kweneshya, website, ibendera, platfromo za kijamii, nyandiko na ibitangazamakuru. Intego si yo kubona amoko yose arangwa, ariko ni yo kuboneka mu ngufu zidafite n'ibintu byose, kugira ngo amoko arusheho.

Ifaranga ry'ibitangazamakuru ryo mu itori ya amoko: IBM

IBM ifasha abantu kubona amoko nka systeme idurenga. Ibindi by'Paul Rand bya IBM byashushanye ibinyejana bitatu ku ngufu zidafite n'ibintu byose, zikaba zirangwa n'ijambo, hejuru na gukunda. Ilogo yabonetse mu ngufu zidafite n'ibintu byose, ariko yagombaga kuboneka mu ngufu zidafite n'ibintu byose.

Ibintu by'ingenzi ni vy'ingenzi, si ibintu gusa vy'ibitangazamakuru. Amoko y'ingenzi, uburyo bwo gukora, n'ubushobozi bwo kufasha mu ngufu zidafite n'ibintu byose, bishobora kuboneka mu ngufu zidafite n'ibintu byose, kugira ngo amoko arusheho.

Ibintu vinshinga n'amoko

• Ngufu za visi:systeme y'ibitangazamakuru, ibitangazamakuru, ibendera, ibitangazamakuru na layout.
• Ngufu za verba:kubitangaza, kubwira, amajwi n'ijambo.
• Ubwoko bwa korporasi:isistimu ya ubwoko bw'umushinga, ukurikije ubuzima na ibarura.
• Isistimu ya ubwoko:amabwiriza n'ibikoresho bishobora kubaka uburyo bwo kubaka ubworo ku mashami.
• Itegeko ry'ubwoko:itegeko ryandikwa ry'ikoranabuhanga ry'ubwoko.
• Ururimi rw'ububiko:ngufu za visual zikurikirana zikoreshejwa ku mashami na ibarura.
• Kuvuga ubwoko:njye z'ikoranabuhanga ambazo zituma ubwenge na ubwoko bw'umuntu kuva mu kibere na kugaragara.
• Kubona ubwoko:uwezo wa baturage kwambara ubwoko kuva mu ishingiro.
• Ubworo bw'ubwoko:kuvuga ishingiro ry'ubwoko bwo kubaka ubworo ku mashami na kuva mu kibere.

Kureba kuri buri gitabo

Kubaka Ubwoko: urufunzo rwose

igitabo cy'Catharine Slade-Brooking ni kimwe cy'ingoro ndangamurage kwa wanditswe bafite ishema yo kureba uko umushinga wa ubwoko ukora. Kimwe na ibikorwa, ifoto, diagramu na ibarura by'ikigo, gitabo kibasha kubaka ubworo ku mashami na kuva mu kibere.

Ifite uwezo wa kubaka ubworo ku mashami, ibarura, abaturage, abakandida, ibarura, kubereka, kuva mu kibere, kuhagarika no kuzindura. Abanyeshuri n'abafasha b'umwuga bazifite ishema, ariko na b'abatuye si abafasha bazifite ishema yo kubaka ubwoko.

Logos that Last: the specialist craft guide

Allan Peters yitezimbere ku miterere y'ubuhanzi nyuma ya branding viza. Igitabo kimwe cya kimwe ni cy'ingenzi kubashushanyaji bafite icyo bashaka kubasha, gushushanya no kuzamura amabara nshya zitazongera umwanya wa muda. Ubusobanuro bwayo bw'ivizua burimo ifoto butuma bugira uruhare kwa bashushanyaji bafite uburere bwo kujya kuri ibisobanuro na ibishushanyo.

Ezaho igihembwe wawe ukiri mpuhwe mu mpuhwe muri logo: uburyo bwo kubona umwanzo mkubwa, kugera ku ishusho z'ingenzi, kudodoma umutwe no kubasha kubika ivizua bivuye kuri uburyo bwo mpuhwe. Ni ngashi zaidi ya igihembo cy'ubucuruzi, na icyo kibashira ni nguvu yacyo.

The Brand Gap: the strategy-and-design bridge

Igitabo kya Marty Neumeier ni icyitegererezo. Kibasira ko kubishaka no kubikora bigomba kubashirira hamwe na kubasha kubika amabwiriza atanu kugira ngo bashobore kuhuza uruhare rw'ubucuruzi na uruhare w'abakiriya. Ifoto yayo, imikino yayo y'ivizua yashyizweho kugira ngo iboneke buri wese na kuzigishwa.

Ezaho igihembwe wawe ukiri mpuhwe mu mpuhwe w'abafatanyabikorwa, abakiriya, na bashushanyaji bafite icyo bashaka kubasha kubika amabwiriza y'ingenzi kabuza bataza kubasha kubika ivizua. Hazobereka igihembo cy'ubucuruzi, ariko kibasha kubasha kubika kumenya kwa ngo mubashirira, kumenya no kubika uruhare rw'ubucuruzi.

Ibimenyetso by'umwanditsi

Mwana mushushanyaji:ni ngashiKubura Uburyo bwa Brandkugira ngo ushobore kubika ivizua, kisha utumieLogos that Lastkugira ngo ushobore kubika ivizua.

Mushushanyaji wa logo:ezahoLogos that Lastkugira ngo ushobore kubika ivizua na kumenya.

Umufatanyabikorwa au umudamu:ni ngashiThe Brand Gapkugira ngo ushobore kumenya kwa ngo mubashirira no kubika ivizua.

Ikipe ya BrandingMaps.com na Amazon:kombanyaThe Brand Gapkugira uruhusho,Kubura Uburyo bwa Brandkugira uruhusho naLogos that Lastkugira uruhusho kwa ubucuruzi bw'umwanya.