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شناخت دلایل بازطراحی لوگو در طول عمر برند | ||
| نشریه هنرهای زیبا: هنرهای تجسمی | ||
| مقاله 5، دوره 23، شماره 3، مهر 1397، صفحه 41-52 اصل مقاله (1.25 M) | ||
| نوع مقاله: مقاله پژوهشی | ||
| شناسه دیجیتال (DOI): 10.22059/jfava.2018.233785.665655 | ||
| نویسندگان | ||
| الهام الیاسی* 1؛ کامران افشار مهاجر2؛ زاهد شفیعی3 | ||
| 1دانشجوی دکتری پژوهش هنر، دانشکده پژوهش های عالی هنر و کارآفرینی، دانشگاه هنر اصفهان، اصفهان ، ایران. | ||
| 2دانشیار گروه ارتباط تصویری، دانشکده هنرهای تجسمی، دانشگاه هنر، تهران، ایران. | ||
| 3استادیار گروه مدیریت جهانگردی، دانشکده پژوهش های عالی هنر و کارآفرینی، دانشگاه هنر اصفهان، اصفهان ، ایران. | ||
| چکیده | ||
| یک برند در طول عمر خود بنا به دلایلی ممکن است نیاز به بازسازی داشته باشد و در این میان لوگو به مثابه دریچه‌ی ورودی به برند و بازنمای هویت آن، نیاز به بازطراحی شدن دارد. با وجود این مهم، در ایران کم‌تر برندی دست به بازطراحی لوگوی خود می‌زند. حساسیت بازطراحی لوگو در سرنوشت یک برند و کمبود دانش به روز در این موضوع، می‌تواند دلایل ثابت ماندن اکثر لوگوهای داخلی برای دهه‌ها و فاصله گرفتن از سلیقه‌ی بصری مخاطبانشان باشد. لذا پژوهش حاضر در راستای حل این نقیصه، با استناد به نظریه‌های مرتبط به لوگو و بازطراحی لوگو، به امر شناخت دلایل بازطراحی لوگو به همراه مثال‌های عینی پرداخته است. در پاسخ به سوال اصلی پژوهش که دلایل بازطراحی لوگو در طول عمر یک برند چه مواردی است، پژوهش حاضر ضمن دسته‌بندی دلایل ممکن بازطراحی لوگو، به این مهم دست یافته است که بازطراحی لوگو تنها امری هنری و سلیقه‌ای و تنها به دلایل گرافیکی نبوده، بلکه دلایل مشخص و هدف‌مندی را بر اساس نیازها و اهداف برند دنبال می‌نماید. این پژوهش از حیث هدف کاربردی و به روش توصیفی-تحلیلی بوده و همچنین اطلاعات به صورت کتابخانه‌ای گردآوری شده است. | ||
| کلیدواژه‌ها | ||
| لوگو؛ دلایل بازطراحی لوگو؛ بازطراحی لوگو؛ برند؛ بازسازی برند؛ هویت برند | ||
| عنوان مقاله [English] | ||
| Recognition the reasons of logo redesign in a brand lifetime | ||
| نویسندگان [English] | ||
| elham elyasi1؛ Kamran Afshar Mohajer2؛ zahed shafiei3 | ||
| 1phd student of art research,high art research and entrepreneurship department, art university of esfahan, esfahan, iran. | ||
| 2faculty of visual communication, fine art department, university of art, tehran, iran. | ||
| 3faculty of tourism Management,high art research and entrepreneurship department, art university of esfahan, esfahan, iran. | ||
| چکیده [English] | ||
| A brand during its lifetime may need to rebrand as some reasons. Rebranding is the creation of a new look and feel for an established product or company. The usual goal of rebranding is to influence a customer's perception about a product or service or the company overall by revitalizing the brand and making it seem more modern and relevant to the customer's needs. As a brand element, a logo can be defined as a graphic representation or image that triggers memory associations of the target brand. A logo as a window to represent the brand and its identity is required to redesign when a brand needs to rebrand. In Spite of this fact, relatively little research has focused exclusively on logos and even less attention has been given to logo redesign in Iran and it should be noted, less Iranian brand to open his own logo redesign. The sensitivity of the fate of a brand logo redesign and the lack of up-to-date knowledge on this subject, could be the reason of this problem in Iran. On the other hand there is not enough study on the reasons of logo redesign in theories. In order to overcome this shortcoming study, according to existing theories, this study aims to recognize the reasons of logo redesign in a brand lifetime along with real examples and categorize them. The main question is: What are the reasons for redesigning a logo in a brand lifetime? This study placed reasons of logo redesign in four general categories: elements of brand identity, brand strategy, brand image and brand personality. It should be noted, these categories are dynamic in nature, so it could be completed by future research, as reasons of logo redesign is not limited to specific items, it could be expanded by different situation in different cases. The goal of this study is to find a new way for recognition reasons of logo redesign and put them in larger groups. After this study we could say that the main reason of a logo redesign and we could say because of this specific needs of brand the logo should be redesigned. Changes in brand name or aesthetic reasons are subcategories of elements of brand identity. Changes in the strategy of a brand or service brand or coordination with technology could be in the category of brand strategy. Develop, modify or update and modernize the brand image or attention to the audiences tastes contact image are in the brand image field. In order to change, development and completion of the brand personality or make a harmony with logo by redesign it and the latest formed brand personality, are the reasons related to the brand personality. Finally, from this study it can be concluded, apart from the categories reasons of logo redesign, the fact of logo redesign is not just an artistic or a matter of taste issue and the reasons are not only for graphic design reasons ,therfore logo redesign happens because of reasons identified and targeted based on needs and goals of a brand. | ||
| کلیدواژه‌ها [English] | ||
| logo, The reasons of redesigned logo, logo redesign, Brand, rebranding, brand identity | ||
| مراجع | ||
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