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KENZO 更換全新Logo

發(fā)布時(shí)間:2020-03-10      閱讀量:15099次     
  新logo
  在一番人事變動(dòng)之后,Kenzo終于也趕上了更換品牌logo的風(fēng)潮,將一直沿用的設(shè)計(jì)改頭換面,以開(kāi)啟Felipe Oliveira Baptista擔(dān)任創(chuàng)意總監(jiān)的新一頁(yè)。
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  舊logo
  之前Kenzo的標(biāo)志字母由三條橫線(xiàn)組成,現(xiàn)在則改成了拼貼般的組合,并抹去了過(guò)往「O」字中的「PARIS」字樣。Kenzo表示這個(gè)建筑游戲似的設(shè)計(jì),帶出了品牌的創(chuàng)意潛力,保留了熱情、游牧而開(kāi)放的精神,向創(chuàng)辦人Kenzo Takada致敬之余,也為品牌注入了新的活力。
  全新的logo是一個(gè)兼具當(dāng)下趨勢(shì)又保留了品牌特色的設(shè)計(jì)。新logo的靈感來(lái)自建筑,字體設(shè)計(jì)部分延續(xù)了舊版的風(fēng)格——比如組成字母的線(xiàn)條采用了拆分設(shè)計(jì),再比如字母“N”里的斜線(xiàn)比其余線(xiàn)條都要纖細(xì)。同時(shí)新logo整體高度進(jìn)行了壓縮,視覺(jué)上更加緊湊,線(xiàn)條換成了實(shí)心設(shè)計(jì)——其實(shí)舊logo在一些場(chǎng)景下也有采用過(guò)實(shí)心效果。
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  KENZO的新logo屬于細(xì)節(jié)很豐富的一類(lèi),字母“K”的豎線(xiàn)增加了一個(gè)小三角,和兩條斜線(xiàn)組成的結(jié)構(gòu)之間是互補(bǔ)關(guān)系,在視覺(jué)上形成了動(dòng)態(tài)趨勢(shì),另外,下面這條斜線(xiàn)的尾部也增加了三角形,整體結(jié)構(gòu)更加穩(wěn)定。原本字母“E”的三條橫線(xiàn)是等長(zhǎng)的,在新版里中間這條要短很多,形成了右側(cè)中央凹陷的設(shè)計(jì),和字母“K”的結(jié)構(gòu)相呼應(yīng)。
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  新logo里“N”和“Z”的斜線(xiàn)都采用了一端接觸、一端穿插的設(shè)計(jì),而字母“O”則被一條斜線(xiàn)割裂,空白的寬度和“N”的斜線(xiàn)完全一致——但黑色在視覺(jué)上縮緊,因此看起來(lái)“O”的空白會(huì)略大一些。同時(shí),“N”和“O”的兩條斜線(xiàn)還是嚴(yán)格的軸對(duì)稱(chēng)。另外,“O”中央的“PARIS”字樣也取消了。
  logo動(dòng)態(tài)效果
  KENZO方面表示新logo“形態(tài)更加多元化,為后續(xù)創(chuàng)意表達(dá)留出無(wú)限空間”,我們可以看看之后品牌會(huì)拿logo做出怎樣的文章來(lái)吧。
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  視覺(jué)期刊
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  the new tiger teaser campaign for KENZO fw20 debut show by FELIPE OLIVEIRA BAPTISTA featuring our new identity
  KENZO的新創(chuàng)意總監(jiān)是葡萄牙人Felipe Oliveira Baptista——原LACOSTE創(chuàng)意總監(jiān),他在LACOSTE的8年幫助品牌重塑了形象,也一手推動(dòng)了品牌和Supreme的人氣聯(lián)名。
  Oliveira Baptis

  “My vision for the brand is very much rooted in what Kenzo did and stood for—values that are still very relevant today,”he said,taking a sip of his coffee.“His designs were all about freedom of movement.While they were flamboyant,they were also very pragmatic.”But Oliveira Baptista wants to interpret this all in his own way.His first move upon his appointment was to reimagine the brand’s logo.With the help of the Paris-based creative agency M/M,he landed on a thicker,bolder font with deconstructed lettering and removed any mention of Paris from the design.“Kenzo has always been universal,”he explained,adding that he will soon revisit the brand’s tiger logo.

作品詳見(jiàn)(復(fù)制以下鏈接進(jìn)瀏覽器查看)

https://www.sohu.com/a/378864954_556783