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重磅!宜家换LOGO了!

JDVjYzJmM2NlNWY1YzY=

69a22bf7cf32fe7d0c58b7d6388535ae2dc2989e

JjVjYzJmM2NlNWY1ZTY=

8554ce3011e324f18b85433e0bc5ed87

From:LOGO大师(ID:logods)MDAwMDAwMDAwMHujjtCP3K3RgWiAnbKKkGS9y7mi

图片来源:Brand New、宜家美国官网及网络昨天日站君才讲过6ff9e3103d5fe22105aa49fafa1a34ca,“家居届的杜蕾斯”84a88480cd330f649675db2d49bf872ebc073319

063a4f0aea50965ddac6022cb36489db

宜家IKEA出了一本“小黄书”MDAwMDAwMDAwMH6QhtCDz7zejWiHYr6dkKu9sqGi

里面教你解锁20种姿势……e3bd566a07457dd528b23bc0a1e2a13b3d50d347

a924951568a6e2fea2939c0acd760ebfe54b0b93

016f89ab9d6d800e82b5f04a2a1be8b00d3cd583

1c445537ab60c848367bfd47b88f90aa

MDAwMDAwMDAwMHp9jtCP3K3RgWiAnbKKkGWxqLGi

ebdca23ca604327c842a6dce3de43217

MDAwMDAwMDAwMH6QhtCDz7zejWiHYr6dkGWx2KGi

IzVjYzJmM2NlNWY2Nzg=

dce1b00d5659848865c980f2750622c1d38ef759

而今天日站君就在国外网站上1f2cb6322a07690064a8b8f6d33731c5

发现一条劲爆消息:23541c84d46fd36b0ab8ae02bee8cd952754576b

9b660b2d725aa20019078bd039d7078b

9e969d754a098ae77484d8dc40d90e04c9fd8227

2ce54cac729e48554b2c5f8a828a1d03

Lda67534f53ac2fe997de82e6b2237ec8

OITVjYzJmM2NlNWY2YmM=

Gaa0f1c36975c2d386fa0ee1785ced0df

OMDAwMDAwMDAwMHujjtCP3K3RgWiAnbKKkGW827Wi

8dd44a36ee6493a25f822ff68817cfb6

JjVjYzJmM2NlNWY2ZGE=

68e9730f4bb4e7d6114c0608a8f37177

MDAwMDAwMDAwMHmNjtCP3K3RgWiAnbKKkGW9ta2i

JjVjYzJmM2NlNWY2ZjE=

MDAwMDAwMDAwMHmNjtCP3K3RgWiAnbKKkGW9y62i

要知道e6e1a2280d0f8e3a8501e7b3c55e850a,来自瑞典的家居品牌宜家IKEA6a0c66d4f6d5b8e20654821947d6f32b48d5a8d7

一直都以简洁的北欧设计风格闻名MDAwMDAwMDAwMHmzjtCP3K3RgWiAnbKKkGawpa2i

那么ITVjYzJmM2NlNWZiZTk=,它的新LOGO会变成什么样呢?MDAwMDAwMDAwMHp9jtCP3K3RgWiAnbKKkGawqLGi

当当~XjVjYzJmM2NlNWY3MTk=

QDVjYzJmM2NlNWY3MjI=

MDAwMDAwMDAwMIF9jtCP3K3RgWiAnbKKkGawy7Gi

8c5fa9414dd30f39615760e7b469e4b9

XjVjYzJmM2NlNWY3M2M=

XjVjYzJmM2NlNWY3NDU=

说实话KjVjYzJmM2NlNWY3NGQ=

如果不看到新旧LOGO的对比6074095528bc91452ba0324c523eb0f9

可能你们还以为封面图放的是旧LOGO呢3b3f3111c48d928004f8f2bf6834930f

(日站君只看新LOGO的时候也有点怀疑人生)89b64720bd05fba3a5f7c28e8c618d7946e362a7

7a2625e9dc8252fe0f8d6e602de00f6ea20a1abc

MDAwMDAwMDAwMHmNjtCP3K3RgWiAnbKKkGaxzq2i

5c12cee76ce976fbcfe5bedf73324631cebf7ce5

d85084374a704923e9ef9a528a316bbbc7e35eb8

d34b08d06ab8efa602f10aadcd11cb74

ITVjYzJmM2NlNWY3OTM=

4066b9e18e7b5ec338e062dae9933be9c002c6fc

原本宜家的经典LOGO485ce60516a87ecf1b2bd17191bc41b4

本身是一个蓝黄配色的几何形LOGOXjVjYzJmM2NlNWY3YWU=

蓝色方形外框包裹黄色椭圆形MDAwMDAwMDAwMHqjjtCP3K3RgWiAnbKKkGa8uL2i

中央是超粗英文体e04fe7b7b820d1cf6499aa61f465521068416ee9,落笔和收笔处带有小三角衬线NWNjMmYzY2U1ZjdiZQ==

NWNjMmYzY2U1ZjdjNw==

JTVjYzJmM2NlNWY3Y2Y=

570e14cccf1207e451e6f807d72a9d6e

但新旧LOGO放在一起对比之后99a823dc1d0a1961b9141b1dc348aef8a3100419

目光敏锐如我们设计师MDAwMDAwMDAwMHmNjtCP3K3RgWiAnbKKkGa9ta2i

能看到不少细节上的改动:a69362fa61778ee77226b0fae0f62ffc0908d2ab

6d679094b47535a7cc33427e7c1086cc

首先328bebf7c089160dc41013e8952ab0fa292e805a,LOGO整体的长方形宽度增加QDVjYzJmM2NlNWY3ZmU=

椭圆形随之纵向拉高IzVjYzJmM2NlNWY4MDg=

因此重心上移MDAwMDAwMDAwMHp9jtCP3K3RgWiAnbKKkZy9zrGi,视觉上看“更方了”a1ab8215a932064f2e9947d986ffbccafc767b3f

同时中央的字体经过拉伸KjVjYzJmM2NlNWZjMGE=,占比更大MDAwMDAwMDAwMHmzjtCP3K3RgWiAnbKKkGewtami

让品牌名“IKEA”更突出MDAwMDAwMDAwMIF9jtCP3K3RgWiAnbKKkZ2wqK2i,整体感觉更加舒展JDVjYzJmM2NlNWY4MjA=

MDAwMDAwMDAwMIF9jtCP3K3RgWiAnbKKkGewy6mi

8a1707780edb977d125e8621f8cd391da6901d43

MDAwMDAwMDAwMHujjtCP3K3RgWiAnbKKkGewzr2i

e6906076e2d47a7c7f6f5dcc345fee3e

将新旧LOGO框线叠放能看到非常明显的变化MDAwMDAwMDAwMIijjtCP3K3RgWiAnbKKkGewk72i

尤其是四个字母的设计MDAwMDAwMDAwMHp9jtCP3K3RgWiAnbKKkZ2wta2i,在加粗放大之外MDAwMDAwMDAwMIijjtCP3K3RgWiAnbKKkGexpb2i

原本翘起的三角形衬线MDAwMDAwMDAwMHmzjtCP3K3RgWiAnbKKkZ2wuKmi,角度变得更平缓b4c8350ae5c9b1e2b1bfa6602a39480c6881c266

但有别于完全平整的无衬线体1d951e336b5ca5d135337e9a713528903dab8576

在保留衬线体的基础上6fe9768fc840d366822a9f33881a290d,实现了“扁平化”MDAwMDAwMDAwMHujjtCP3K3RgWiAnbKKkGexy6Wi

IzVjYzJmM2NlNWY4NzA=

QDVjYzJmM2NlNWY4Nzg=

MDAwMDAwMDAwMHqNjtCP3K3RgWiAnbKKkGex28-i

4db61a92f6c2f22ea8d5787bfb1498d8

这些看似细微的几处调整d4dad86cc79f5b7e24178d753c67e6dcae9b59b5

结合在一起之后6327e47c0563437314720f779937d4083f142720

形成更加饱满、舒展的效果JDVjYzJmM2NlNWY4OWY=

视觉舒适度有所提升3b8a953a8e010f8b5a0216ab14e777f5841a4032

KjVjYzJmM2NlNWY4YjQ=

07a9e3bfdf655034cd5fcc4253ee4d9749876463

a06d540fe0ab06aa3ab3fbbce770751a

JDVjYzJmM2NlNWY4Y2E=

除了形状、字体的设计有所变动之外9faa2c565906e43c573f45c356b94a0101c5adf2

这次宜家新LOGO的颜色变化相当明显JDVjYzJmM2NlNWY4ZGI=

沿用“蓝+黄”的配色4650f292a2abcbaabf7c9bac5a88a973,但两者饱和度都有所降低b5dfb740c13f36954f47594eb2f8c87332f81ae9

如果说原本的配色带有北欧摩登风格感觉的话f02073179675a58424eb64aba0a1252c

那么新品牌色则符合如今的色彩趋势MDAwMDAwMDAwMHujjtCP3K3RgWiAnbKKkGe9uKmi

KjVjYzJmM2NlNWY4Zjc=

IzVjYzJmM2NlNWY4ZmU=

98e2a08d0af8af62948d57cd0007d4c1e9e22565

ITVjYzJmM2NlNWY5MGM=

这都是受到电子屏幕的阅读媒介影响JTVjYzJmM2NlNWY5MTM=

低饱和度的颜色更具有可读性ec536a884aa946736efca800d21fddf3508db3c1

尤其是像宜家取用的是相对色配色ac53f7c6bc6979f5039d43d6f80c3948

更需要降低饱和度来减轻视觉疲劳感a101bbe3fd602ac17f106c53c685fb6b

1bc3c5fc22e479ec8364cfe3bc57a8f4

所以宜家的LOGO升级c3e1656dc9cfccafa0ce404a7ee87a1b72f5b6cd

是一次跨时代的现代化视觉升级9b9718990ee168ae78f28574a0dc0eb83221a8d9

但这个经典造型c5dd967d3846a7b92c4c5a1425d0079ae8808bd7,在60年代就已经奠定基础XjVjYzJmM2NlNWY5NGY=

IzVjYzJmM2NlNWY5NTY=

MDAwMDAwMDAwMHqjjtCP3K3RgWiAnbKKkGixtcei

MDAwMDAwMDAwMHujjtCP3K3RgWiAnbKKkGixuLmi

e19c1b7add5bf203aba26edefa59435db07ed108

1992年宜家换上这个最被现代人熟知的MDAwMDAwMDAwMIijjtCP3K3RgWiAnbKKkGixzrGi

黄蓝盒子LOGO86717425ee1c9f48b07d5db33c60608c,一用就是27年2440814874fd0ed71855a0752afc2576ccdce287

而日站君从维基百科的品牌LOGO文档中查到QDVjYzJmM2NlNWY5ODQ=

期间有过很多次基于颜色和®标的微调MDAwMDAwMDAwMH6QhtCDz7zejWiHYr6domex2KGi

但整体格局线条的变动049a10f9d0eb72afaf38a20c4d0b7c06,这是27年来的首次MDAwMDAwMDAwMIijjtCP3K3RgWiAnbKKkGiytami

JjVjYzJmM2NlNWY5YTE=

KjVjYzJmM2NlNWY5YTk=

ITVjYzJmM2NlNWY5YjA=

3ab8b4770c9c857d60f7d7e37fe6373cb3ed549e

宜家对于这次LOGO升级十分低调XjVjYzJmM2NlNWY5YmU=

资料显示新LOGO在1月18日就已经dee7a4cf6100c76f316c71ade11b95280e78342b

在宜家的美国官网悄悄上线MDAwMDAwMDAwMHqjjtCP3K3RgWiAnbKKkGi828ui

JTVjYzJmM2NlNWY5ZDY=

5e1ea47e41f14e3149c6bd2a3a784c8ff10d2117

6211d7dd4533c593cad4bf6e83125fb2baeea9b2

MDAwMDAwMDAwMHmzjtCP3K3RgWiAnbKKkGi9tcui

准确地说KjVjYzJmM2NlNWZjNTU=,是“只”在美国官网上线MDAwMDAwMDAwMHujjtCP3K3RgWiAnbKKkGi9y6mi

就连它的“老家”瑞典官网也看不到新LOGObb8288c75171a389c46d58f59bba3784

XjVjYzJmM2NlNWZhMGI=

更别提中国官网了MDAwMDAwMDAwMHujjtCP3K3RgWiAnbKKkZuwqLGi

5cd08be181e100c91bc96046a23ef63432e87341

MDAwMDAwMDAwMHqNjtCP3K3RgWiAnbKKkZuwuK2i

MDAwMDAwMDAwMHqNjtCP3K3RgWiAnbKKkZuwy62i

JjVjYzJmM2NlNWZhMzE=

MDAwMDAwMDAwMIijjtCP3K3RgWiAnbKKkZuw262i

MDAwMDAwMDAwMHujjtCP3K3RgWiAnbKKkZuw28-i

所以说JjVjYzJmM2NlNWZjNWQ=,想看宜家新LOGO实际应用的老铁XjVjYzJmM2NlNWZhNTA=

恐怕还得等上一段时间了NWNjMmYzY2U1ZmE1OQ==

不过话说回来NWNjMmYzY2U1ZmM2OA==,日站君倒是觉得MDAwMDAwMDAwMH6QhtCDz7zejWiHYr6gfGS82KGi

宜家的旧LOGO和经典配色虽然用了很多年3836bfd3c0fdb2221b05ee3fd1db600cbbdafaa0

但辨识度是真的没话说48e21285ef3f352ae6125b83949dd9be

30f1ca2443da750d1290424fcbbea210

然而架不住有人看不顺眼4df176a28cc5bcd268e8a745355c0807ea66cf5a,决定亲自动手eda10601c7250a2d4dea7bc9790dff98

强行给宜家换了一回LOGO:MDAwMDAwMDAwMHmzjtCP3K3RgWiAnbKKkZuypc-i

格拉斯哥的设计机构Freytag Anderson在几年前MDAwMDAwMDAwMHqjjtCP3K3RgWiAnbKKkZuyta2i

为宜家重新设计了全套VIf717dabdf5e0b3cdb587e9e88dfbdf93,LOGO是这样的2a818df65477b633540ce5595cfb32f7

MDAwMDAwMDAwMHqNjtCP3K3RgWiAnbKKkZu8tami

MDAwMDAwMDAwMH6QhtCDz7zejWiHYr6gfZu8yKGi

IzVjYzJmM2NlNWZhYmE=

MDAwMDAwMDAwMIF9jtCP3K3RgWiAnbKKkZu8zq2i

51999c6f03a7d441607445dc2a57ce56f6721ef4

设计将 “IKEA” 每个字母打散QDVjYzJmM2NlNWZhZDM=

以方格形式重新组合ITVjYzJmM2NlNWZhZGM=

构思与宜家卖出的组装家异曲同工f1fa7752d043e987fafef9b287b72b5e

IzVjYzJmM2NlNWZhZWI=

JDVjYzJmM2NlNWZhZjI=

MDAwMDAwMDAwMIF9jtCP3K3RgWiAnbKKkZu9y7Gi

MDAwMDAwMDAwMHmNjtCP3K3RgWiAnbKKkZu9zqmi

73548bdf308debe65b212aadefffa991df475fc7

817f869398c781c7d942c25c9445dfa4

dd57034d8339f192b3ead9fa52e0c2f5e5959f10

MDAwMDAwMDAwMHujjtCP3K3RgWiAnbKKkZywuK2i

MDAwMDAwMDAwMIijjtCP3K3RgWiAnbKKkZywy62i

MDAwMDAwMDAwMH6QhtCDz7zejWiHYr6ggKy8sqGi

这个工作室表示很喜欢宜家这个品牌0a4798e2899f6b1fc139e109f40aacfbdaad6a89

但是又为它的LOGO感到捉急KjVjYzJmM2NlNWZiNDI=

所以就设计了这一套VIJjVjYzJmM2NlNWZiNDk=

希望宜家可以考虑更换XjVjYzJmM2NlNWZiNTA=

MDAwMDAwMDAwMH6QhtCDz7zejWiHYr6ggGSw2KGi

d21ea6ccb33899de370df6cbc7640bdc

MDAwMDAwMDAwMIijjtCP3K3RgWiAnbKKkZyxy7Wi

MDAwMDAwMDAwMHmzjtCP3K3RgWiAnbKKkZyxzq2i

尽管如此QDVjYzJmM2NlNWZiN2M=

就是不想换LOGO的傲娇boy宜家QDVjYzJmM2NlNWZiODQ=

还是假装没有看见b2b17f618c8a7475029b56b806e12bd255188ed7

IzVjYzJmM2NlNWZiOTI=

直到四年后的今天c313f03add0b9d4a50bbe17b3a7c7a54,才决心进行LOGO调整JDVjYzJmM2NlNWZiOWI=

不过也是了JjVjYzJmM2NlNWZjODk=,宜家的LOGO已经深入人心多年MDAwMDAwMDAwMIijjtCP3K3RgWiAnbKKkZyyuLGi

结构性的大改应该是很难实现了MDAwMDAwMDAwMH6QhtCDz7zejWiHYr6ggZuxyKGi

6c447b7a9d040d0933bf801b9e857139

-END-1395d4ac4e7084150bf54ca579e816d6

3161e764c4481f5f3acf15259e96d2bf28a4d0a5

KjVjYzJmM2NlNWZiY2M=

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