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重磅!宜家换LOGO了!

876cfea03bada9e5fb6d8f9245590580eaa8116d

33e64d2a05ecb75c24db291dd960dc1fd9c43ab4

JTVjYzJmNjUyOTIzY2Q=

9b59c7328dcdb0adffef078f2eb65604bf920b3e

From:LOGO大师(ID:logods)9e7e35c6226ba61deeb6d81b51df549a

图片来源:Brand New、宜家美国官网及网络昨天日站君才讲过MDAwMDAwMDAwMHqNjtCP3K3RgqCHqrOHgGiyqK2i,“家居届的杜蕾斯”MDAwMDAwMDAwMHqNjtCP3K3RgqCHqrOHgK29qL2i

b0fe0ac434e4c4f61dcc9d7ee54e5463

宜家IKEA出了一本“小黄书”NWNjMmY2NTI5MjNmYg==

里面教你解锁20种姿势……0b9fb8b4a3c61caae64a3ee035ced094

ed65b71d4f76b6bc732c0971a4754b81

09f95a2fadc34dfd0afca00a511d35bd7591cbe2

f3c44b83e9fb9b78b462be876078d362

e8a31b53360bebe1094406dd7bfe684b5d594205

e33c487157a0614f70576647b4b5762b8748d585

MDAwMDAwMDAwMIF9jtCP3K3RgqCHqrOHgGOwzrGi

9f78a2f26335f150fc6a69dad51c7cfa4b2d64e8

cdd8207b04cab4d2d2af69eecb9e011e

而今天日站君就在国外网站上dab2d8a6c7881e542fb3b55aa9ead22c

发现一条劲爆消息:MDAwMDAwMDAwMHqjjtCP3K3RgqCHqrOHgGOxqL2i

XjVjYzJmNjUyOTI0NWM=

17190bd388520ff8ba2b6cbd7a475639f7e1d418

d2fd22c66b2b1e241e509efc51ecefbc012c71ed

L1ac1ae6758a655acd72d6723a6a38d819e7819f5

O31ccf701e7e1bd5afa91616dd6cb0b47

G8ccd2fa35831236f3665dcf6f960fb40e8751899

O5ac8db0c84417f75095ec3a65f5c0609f7d679f0

b1fd110aa850218f3af59e5247a8cad2

MDAwMDAwMDAwMHmNjtCP3K3RgqCHqrOHgGOytami

34ffc24e831308c3f74c7a81aa93ad3b

e7d5cb4f997e2c0fdb2fe4ef68fcb4e5

MDAwMDAwMDAwMHqjjtCP3K3RgqCHqrOHgGO8tcei

NWNjMmY2NTI5MjRiNg==

要知道b79f54b59f0f606cae030db17f1011d9,来自瑞典的家居品牌宜家IKEAaaf5b1d35e7063839405611db3604760bd23ffbb

一直都以简洁的北欧设计风格闻名MDAwMDAwMDAwMHujjtCP3K3RgqCHqrOHgGO826mi

那么17e2c38f013dbc9bb6b29db5e9eb24d3ec4a24d3,它的新LOGO会变成什么样呢?MDAwMDAwMDAwMHqjjtCP3K3RgqCHqrOHgGO828-i

当当~XjVjYzJmNjUyOTI0ZDk=

IzVjYzJmNjUyOTI0ZTA=

63c0aa69a33da68c7e4295ec42378ec0

MDAwMDAwMDAwMHujjtCP3K3RgqCHqrOHgGO9tcui

MDAwMDAwMDAwMHqjjtCP3K3RgqCHqrOHgGO9uL2i

MDAwMDAwMDAwMHp9jtCP3K3RgqCHqrOHgGO9y72i

说实话c343ab7f491e5af9b235a4816c60868c

如果不看到新旧LOGO的对比QDVjYzJmNjUyOTI1MGM=

可能你们还以为封面图放的是旧LOGO呢XjVjYzJmNjUyOTI1MTM=

(日站君只看新LOGO的时候也有点怀疑人生)afb01f080d019791a6bf6025bfe1bbd1

5ecbe70c2d4da33f4c98858d24dc9427

436b48699cfd836e52a96fcfe83320774965eeed

XjVjYzJmNjUyOTI1MzI=

MDAwMDAwMDAwMIijjtCP3K3RgqCHqrOHgGSw27Gi

060bdf2c2151912928eb2716422d9e29

MDAwMDAwMDAwMHmzjtCP3K3RgqCHqrOHgGSxpcei

d025fda7ad43530bb3a890f380dfb36b

原本宜家的经典LOGOXjVjYzJmNjUyOTI1NWU=

本身是一个蓝黄配色的几何形LOGOa05d399489f77e906b6b705d321ea566599eaab2

蓝色方形外框包裹黄色椭圆形MDAwMDAwMDAwMIF9jtCP3K3RgqCHqrOHgGSxy8ui

中央是超粗英文体8da6a315c8c86011b25f91e4f6785ae089a78e62,落笔和收笔处带有小三角衬线6a0acb9cb1c7d61b1f5788a1e83b7f0b

954a789cc7e63b600767abc9a3504838cc52799c

KjVjYzJmNjUyOTI1ODY=

bdcd446d8c2a84c976d04631941a3bf3

但新旧LOGO放在一起对比之后NWNjMmY2NTI5MjU5Ng==

目光敏锐如我们设计师bf471c0a63864bac0a0d891420aec673cc2f9818

能看到不少细节上的改动:MDAwMDAwMDAwMIijjtCP3K3RgqCHqrOHgGS8ta2i

QDVjYzJmNjUyOTI1YjA=

首先MDAwMDAwMDAwMHujjtCP3K3RgqCHqrOHgGi8y62i,LOGO整体的长方形宽度增加43d6c2bc70aa2c5b728e303a247d63bdd8b78d3c

椭圆形随之纵向拉高XjVjYzJmNjUyOTI1YzE=

因此重心上移QDVjYzJmNjUyOTI5YzA=,视觉上看“更方了”MDAwMDAwMDAwMH6QhtCDz7yWgop7ZrGdjZ2xoqGi

同时中央的字体经过拉伸MDAwMDAwMDAwMIijjtCP3K3RgqCHqrOHgGi826mi,占比更大b4f718b82ec26a2d9cee0e5a3cbc86522db92a39

让品牌名“IKEA”更突出MDAwMDAwMDAwMH6QhtCDz7yWgop7ZrGdo528sqGi,整体感觉更加舒展MDAwMDAwMDAwMIF9jtCP3K3RgqCHqrOHgGS9pbmi

3ae3a63bded8cc4a2d8378385b05333a

66d9e45d72921a94ac5642639332afc8

MDAwMDAwMDAwMHujjtCP3K3RgqCHqrOHgGS9uL2i

996be8681b5da3e7ade642c24a782df3

将新旧LOGO框线叠放能看到非常明显的变化MDAwMDAwMDAwMIF9jtCP3K3RgqCHqrOHgGS9zrWi

尤其是四个字母的设计ac410ceff0361ed3818f5d33dc61a930,在加粗放大之外MDAwMDAwMDAwMIijjtCP3K3RgqCHqrOHgGWwpbWi

原本翘起的三角形衬线b591b570f3d14e4be92e647f3333d105ed63c591,角度变得更平缓MDAwMDAwMDAwMHp9jtCP3K3RgqCHqrOHgGWwqLWi

但有别于完全平整的无衬线体XjVjYzJmNjUyOTI2MWI=

在保留衬线体的基础上MDAwMDAwMDAwMHmNjtCP3K3RgqCHqrOHgGi9tbmi,实现了“扁平化”e1626374bea623c795100bcb73453a45359e3d28

c895734db913263ccee127e0827d4698

883e1b09c49875b430071be0f50562be

MDAwMDAwMDAwMHp9jtCP3K3RgqCHqrOHgGWw27Gi

MDAwMDAwMDAwMHmNjtCP3K3RgqCHqrOHgGWxpbmi

这些看似细微的几处调整IzVjYzJmNjUyOTI2NTk=

结合在一起之后4ddbd17188d0c0b20b71f0bbeedcf328ed86cd0b

形成更加饱满、舒展的效果ca34f946b6dada9a5987d2bd2282d27d0d751d19

视觉舒适度有所提升0489f3df570f696048aee9a493370aac

QDVjYzJmNjUyOTI2N2E=

ITVjYzJmNjUyOTI2ODM=

f6aa7fcee4f05a439038e26b32795245

d9244d1ed66c6108c1bab9a7cbb292b7b2eefcb3

除了形状、字体的设计有所变动之外MDAwMDAwMDAwMHqNjtCP3K3RgqCHqrOHgGWytcei

这次宜家新LOGO的颜色变化相当明显JTVjYzJmNjUyOTI2YTg=

沿用“蓝+黄”的配色MDAwMDAwMDAwMHqNjtCP3K3RgqCHqrOHgGi9uL2i,但两者饱和度都有所降低MDAwMDAwMDAwMH6QhtCDz7yWgop7ZrGdkZu8yKGi

如果说原本的配色带有北欧摩登风格感觉的话MDAwMDAwMDAwMHujjtCP3K3RgqCHqrOHgGW8y62i

那么新品牌色则符合如今的色彩趋势f41661264c211af153ac5bdb0f8db5c9

MDAwMDAwMDAwMHqNjtCP3K3RgqCHqrOHgGW827Wi

MDAwMDAwMDAwMHmzjtCP3K3RgqCHqrOHgGW8k7Gi

1ea52c06aa4bcef7efc2a3a52496c216

JTVjYzJmNjUyOTI2ZTA=

这都是受到电子屏幕的阅读媒介影响JjVjYzJmNjUyOTI2ZTc=

低饱和度的颜色更具有可读性b3ef96360ffc1c4631f15b6aa7aeb663e88192d0

尤其是像宜家取用的是相对色配色MDAwMDAwMDAwMHqjjtCP3K3RgqCHqrOHgGW9y6mi

更需要降低饱和度来减轻视觉疲劳感MDAwMDAwMDAwMH6QhtCDz7yWgop7ZrGdkaC8sqGi

69fd8c865876d14fe04bf8acdcce6a5d

所以宜家的LOGO升级JDVjYzJmNjUyOTI3MTE=

是一次跨时代的现代化视觉升级3913028b7c4d7581eaca0decd6e1a454ead13f10

但这个经典造型IzVjYzJmNjUyOTI5ZmY=,在60年代就已经奠定基础ce0e45c0e9dc1a1d8e127f863250646c

0fb59fe87565fb76728bcd2186168f31

JDVjYzJmNjUyOTI3MzQ=

49ce0bab497fcbb984fafab82083be4c

XjVjYzJmNjUyOTI3NDI=

1992年宜家换上这个最被现代人熟知的MDAwMDAwMDAwMIF9jtCP3K3RgqCHqrOHgGaxpbGi

黄蓝盒子LOGO4d8e50f16e7313009ceae95f16040d492c87ddb1,一用就是27年7420eae2569e8e0b71404b5a03bc2dea

而日站君从维基百科的品牌LOGO文档中查到MDAwMDAwMDAwMHqjjtCP3K3RgqCHqrOHgGaxtbWi

期间有过很多次基于颜色和®标的微调NWNjMmY2NTI5Mjc2NA==

但整体格局线条的变动d27df12b1f1345e9258c42d4075cdd9737ae416f,这是27年来的首次JTVjYzJmNjUyOTI3NmQ=

84a9043f18995a24f1d070d779e84558

e55ffed572339fafed73ede4f2f7b19d

df0ce0186f5e9061f3cd269507ee5a26806c6a1a

b320d6687220c760173e9f6e6764ccf0

宜家对于这次LOGO升级十分低调f341d608eb13991e19f59ef868ba0b336e37b045

资料显示新LOGO在1月18日就已经a8b14bb384c5dcd918507a2a7467c870ff87447a

在宜家的美国官网悄悄上线89c97f69263be2f6cbc958b661dda5f7deeedfd4

c07231e648df7d9caf066666b7d50d59

JTVjYzJmNjUyOTI3YjM=

MDAwMDAwMDAwMIijjtCP3K3RgqCHqrOHgGa8y7Wi

MDAwMDAwMDAwMIF9jtCP3K3RgqCHqrOHgGa8zrGi

准确地说JjVjYzJmNjUyOTJhMWE=,是“只”在美国官网上线MDAwMDAwMDAwMIijjtCP3K3RgqCHqrOHgGa827Gi

就连它的“老家”瑞典官网也看不到新LOGOMDAwMDAwMDAwMHmzjtCP3K3RgqCHqrOHgGa8k7Gi

MDAwMDAwMDAwMIijjtCP3K3RgqCHqrOHgGa9pbWi

更别提中国官网了d4691d6b73ed35f64000af6cd602c4a977bc9e54

MDAwMDAwMDAwMHqjjtCP3K3RgqCHqrOHgGa9tbWi

c2862352fa63eef3fc53fd3c570260fd

969761c9eb1c6a79adfe8fc553eb174a

IzVjYzJmNjUyOTI4MDA=

NWNjMmY2NTI5MjgwOA==

ebea58e03866b702452e4408cec9bac2

所以说8bae057c966989a90e61264a4df06283,想看宜家新LOGO实际应用的老铁MDAwMDAwMDAwMIF9jtCP3K3RgqCHqrOHgGewtbGi

恐怕还得等上一段时间了be8c7a21084c830aec96ddd08b24fa830bced769

不过话说回来cc687274f2ab7987b203a0bc98234c6a,日站君倒是觉得64af367808ceeeec1695a44c8764c45e

宜家的旧LOGO和经典配色虽然用了很多年ITVjYzJmNjUyOTI4MmY=

但辨识度是真的没话说7a97281e117f2e7a2acb7da5de7b1f7d2c99857f

MDAwMDAwMDAwMHmzjtCP3K3RgqCHqrOHgGew28-i

然而架不住有人看不顺眼93993ce4138253787d2f10fc11e84359,决定亲自动手4aca31eb0bae3036285563130d1eb688

强行给宜家换了一回LOGO:MDAwMDAwMDAwMIijjtCP3K3RgqCHqrOHgGexpcui

格拉斯哥的设计机构Freytag Anderson在几年前MDAwMDAwMDAwMIijjtCP3K3RgqCHqrOHgGextami

为宜家重新设计了全套VI5e23573328b542dd49fda68cfb2f553fdf8211d5,LOGO是这样的JTVjYzJmNjUyOTI4NWY=

c5c19d725b264318a0fd437d23f3de754ceadd60

98f7cf21774146a9f4adc759f00ca0517b8ee5fe

MDAwMDAwMDAwMHujjtCP3K3RgqCHqrOHgGexzrmi

MDAwMDAwMDAwMH6QhtCDz7yWgop7ZrGdnmaysqGi

b07969a53439bbd490b592275b1181edb4a41d2e

设计将 “IKEA” 每个字母打散KjVjYzJmNjUyOTI4OGY=

以方格形式重新组合MDAwMDAwMDAwMHqNjtCP3K3RgqCHqrOHgGeytaWi

构思与宜家卖出的组装家异曲同工1523569b3ca38a1eaafb48fab658fa30

99ae7ccba5a23f90fb5ca706d9b266e2d75f2433

MDAwMDAwMDAwMH6QhtCDz7yWgop7ZrGdn5u82KGi

MDAwMDAwMDAwMIijjtCP3K3RgqCHqrOHgGe8y7Wi

JTVjYzJmNjUyOTI4YzM=

MDAwMDAwMDAwMHujjtCP3K3RgqCHqrOHgGe827Wi

f6908a34ac871af469d861232e2f1cb73905bab1

ad6813e018d8d3cbeeef409223eebf89

ed3b90b86069735bc4a9c835d034202931169381

MDAwMDAwMDAwMHmNjtCP3K3RgqCHqrOHgGe9ta2i

1e3d468734cb3273f11d31d747f60fe8aed73865

这个工作室表示很喜欢宜家这个品牌0f428612fc74ba5c027e7b0e3d60c904

但是又为它的LOGO感到捉急ecb4e08e991ab2ea6c0c481613bf0b10773784ce

所以就设计了这一套VI3ffc63f2c66b60920c44744cf22b9679

希望宜家可以考虑更换e74a0d532eab5a71ff48126b4bf7fa9e

JTVjYzJmNjUyOTI5MTc=

c1c2c0b165edefd251a82a72dd2ef972

23a6566946c1519d466aad6f95f2a6a30d0ee7b8

cfba29911ab36ca026bc18620da2f0ac

尽管如此dccd0bc4485e3e6e8dd1299c6571ee3ec09ed8a0

就是不想换LOGO的傲娇boy宜家KjVjYzJmNjUyOTI5M2M=

还是假装没有看见2f2261e7ca5c9ee36571962c45349141c2ee2b73

485335913a4ef83b842a613b6c921338

直到四年后的今天MDAwMDAwMDAwMHujjtCP3K3RgqCHqrOHgZuxpb2i,才决心进行LOGO调整173255cc11b0bf65d3512f9eb6cda8ea

不过也是了MDAwMDAwMDAwMHp9jtCP3K3RgqCHqrOHgZuxtami,宜家的LOGO已经深入人心多年2058c63574523dc7b7d7c62518583af13245f714

结构性的大改应该是很难实现了1b61d167588fa3baa87a1afaf7459f1e

MDAwMDAwMDAwMH6QhtCDz7yWgop7ZrGdomW8yKGi

-END-9c8f156b9319bdce0db1580fc108b28c81b1db6f

MDAwMDAwMDAwMIijjtCP3K3RgqCHqrOHgGixk6mi

8d5afda154357520f4de952d5973e76d1fa9be4a

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