At the beginning of the year, Xiaomi spent two years and the new logo costing 2 million design fees was severely criticized by netizens. There are even many rice fans who say that Lei Jun has been deceived, and they feel injustice for Lei Jun.
The designer is a Japanese design master-Kenya Hara, he explained: This is definitely not a simple shape, from square to round is a huge change in the inner spirit and temperament of the entire brand .
Let's not talk about whether the new LOGO is good-looking or not. Let's just look at the topic of changing the LOGO. If you don't see it, you won't know. At first glance, the 2 million flowers are too TM worth. You know, the other three companies in the "Huami OV" have also changed their LOGO before, but there is not even a splash of water. Only Xiaomi's new LOGO this time has been noisy by the majority of netizens.
This is the top traffic brought by the top company logo changes. I remember when I was a child, the slogan of Nongfu Spring was: Nongfu Spring is a little sweet. And over the years, what we've heard is: we don't produce water, we're nature's porters. A good slogan can best show the value of the brand and understand the inner needs of consumers.
We might as well analyze it, what kind of slogan and logo will resonate with consumers.
1. Pain points of slogan and logo
When basically all companies want to design slogan and logo, they only require three words: tall .
This can only be understood and unspoken, so many designers and marketing experts have a headache.
If the design is too complicated, the boss asks if it can be simpler, and if the design is too simple, the boss will still say: Is such a thing worth tens of thousands?
As everyone knows, a good slogan and a good logo can bring brand benefits far beyond the design and marketing expenses paid.
Therefore, in addition to being able to do it, you should also be able to say that you should list the reasons for the design one by one, express the specific meaning of the slogan and logo, and what is the connection with the name, product, value, and culture of the company. bridge.
2. Design ideas
1. First talk about the design ideas of the logo
1) The functionality of the logo
The essence of a logo lies in its utility. While ornamental, signs are not primarily for viewing, but for utility. Has irreplaceable unique features. Signs with legal effect especially have the special mission of safeguarding rights and interests.
2) The logo is easy to identify
The most prominent feature of the logo is that it is easy to identify. It is the main function of the sign to show the characteristics of the things themselves, and to indicate the different meanings, distinctions and attributions between things.
3) The characteristics and meaning of the things written
No matter what a sign wants to say or indicate, whether it is an allegory or a symbol, its meaning must be accurate. Especially public signs, first of all, they must be easy to understand, in line with people's cognitive psychology and cognitive ability, and can be understood at a glance and accurately in a very short period of time.
4) The artistry of the logo
All designed logos should have some level of artistry. It meets both practical requirements and aesthetic principles. Generally speaking, artistic logos are more attractive and infectious, giving people a strong and deep impression.
2. Then let’s talk about the writing concept of slogan
Slogan means slogan and advertising slogan. Its function is to express the characteristics and advantages of an enterprise or commodity in the shortest telemarketing list text. It is a specific business term used repeatedly for a long period of time.
1) Action imperative
It is divided into two types: question + action or action + effect.
The first is to ask the problem first, and then use the action to solve the problem. For example: good air conditioner, made by Gree . Buying a good air conditioner is a problem, and buying a Gree air conditioner is the solution.
The second is to clarify the action first, and then telemarketing list the effect it will bring. E.g:
Take TOSHIBA, take the world (own Toshiba, own the world), buy a Toshiba product, this is action, you can have a world-class beautiful life, this is the effect.
2) Value Proposition
The value provided to the user is clear, unambiguous, and often uses data or criteria to determine value quantification.
OPPO: 5 minutes of charging, 2 hours of talk
Chubang Soy Sauce: After 180 days of drying, the Chubang Soy Sauce is delicious and fresh
Country Garden: Give you a five-star home
Xiaomi: Let everyone enjoy the fun of technology
3) Emotional Idea
Emotional concept means that the advertising slogan focuses on promoting a kind of emotion or idea, focusing on communicating with the target group emotionally, and does not clearly show rational value.
Mercedes-Benz: The future of automobiles
Toyota: Today tomorrow Toyota