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Web 2.0在潘多拉的新品牌中遇到了MTV

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10月前 1076 28

这一次,我不是以一个笑话开始我的文章。当我说Web 2.0&# 8220时,我真正的意思是我们都(暂时)接受的那种设计风格。潘多拉新标志的许多角落都是弯曲的,它们带来了明亮而闪亮的渐变。好吧,和过去那些耀眼的渐变相比,这有点平淡,但这是可以预料的。一旦我们试图利用苹果的chrome风格获得荣耀,这种新的品牌努力就会有所缓和。但是我们需要一个例子来说明我的意思。这就是潘多拉的标志:当它的圆角出现的时候,他们并不是在胡闹。现在,在一个更有利于广告和艺术的背景下,这个标志看起来是这样的:作为对比,这是旧的标志,它与旧的风格有很大的不同。我不确定serif字体应该调用什么。希腊神话的教科书吗?设计师对serif的爱是什么?他们迫切需要一个标志?无论如何,他们没有保留旧的标志,除了在圆角上加倍。就像现在的许多大品牌一样,似乎很少有关于标识必须或不能使用的严格准则。他们想要两全其美。他们希望自己的品牌与一种前瞻性、基于技术的服务和艺术联系在一起。我认为他们在很大程度上做到了这一点。通过对logomark中的字母形式进行彻底的简化,他们已经开发出了在更艺术的语境中使用字母形式的潜力,而常规的版本可以很好地作为一个应用程序图标、一个信笺或诸如此类的东西。那么恭喜,潘多拉!

For once, I’m not starting off my article with a joke. When I say “Web 2.0”, I genuinely mean that style of design that we all (temporarily) embraced. Many a corner in Pandora’s new logo is curved, and they have brought back the bright and shiny gradient.Okay, so it’s a bit muted compared to the shiny gradients of the past, but that’s to be expected. Where once we tried to ride Apple’s chrome style to glory, this new branding effort is tempered (yes… tempered) by the MTV-meets-Bauhaus style of graphics that accompany it.But we need an example of what I mean. Here’s the Pandora logo all on its lonesome:They are not messing around when it comes to their rounded corners.Now here’s what the logo looks like in a more advertising-friendly/artsy context:For comparison, here’s the old logo:It’s a pretty big departure from the old style. I’m not sure exactly what the serif font was meant to invoke. a Greek mythology textbook? The designer’s love of serif’s? Their urgent need for a logo? Whatever the case, they have kept nothing of the old logo, except to double down on the rounded corners.Like many big brands nowadays, there seem to be few strict guidelines for how the logo must or must not be used. They want the best of both worlds. They want their brand to be associated with a forward-thinking technology-based service, and art.I think they’ve largely managed this. By drastically simplifying the letter form in their logomark, they have opened up its potential for use in more artistic contexts, while the regular version works perfectly well as an app icon, a letterhead, or what-have-you.So congrats, Pandora. It works.Now, if you want to see the Pandora logo in motion, watch their video, and turn the volume up!
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