Le logo est l’identité visuelle d’une marque. C’est un élément incontournable pour la communication car les entreprises essaient de transposer leurs valeurs et leurs activités au travers de celui-ci. Toutefois, certaines marques veulent du changement (car le changement, c’est maintenant) et font évoluer leur logo pour répondre au mieux à leur stratégie.
Voici un petit top exclusif pour connaître les principaux changements de logo en 2017.
FANTA
Fanta, une marque qui change de recette (moins de sucre), de packaging (bouteille en spirale) mais aussi de logo pour souligner son côté moderne et fun. Petit message caché, un sourire s’est faufilé dans la dernière lettre. On adhère totalement.
JUVENTUS
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Institution du football italien, la Juventus change littéralement de style avec ce nouveau logo. Beaucoup d’aficionados n’ont pas du tout adhéré à cette nouveauté et je les comprends, on perd ici toute la beauté historique qui a marquée des générations.
RICARD
Un style beaucoup plus épuré qui a son charme. Le soleil de Marseille est toujours présent, pour nous rappeler les bons petits jaunes que l’on s’enfile en terrasse ou pendant une bonne partie de pétanque. Oh Marcel, tu tires ou tu pointes ?
SUBWAY
Mise à jour du logo pour Subway pour s’éloigner de son image un peu vieillissante. C’est un retour aux sources avec ce logo qui est une ré-interprétation du premier logo originel.
CAPGEMINI
Renouvellement de l’identité de marque de Capgemini pour fêter les 50 ans de l’entreprise. Une écriture manuscrite qui fait plus jeune et dynamique, tout ce que l’entreprise souhaite refléter.
YOUTUBE
Petit changement notable pour la plus grande plateforme de vidéos au monde, YouTube modifie son logo. Bon, il n’y a pas de quoi casser 3 pattes à un canard mais ça fait quand même son petit effet.
CONVERSE
La chaussure star des années collège et lycée qui veut être dans l’air du temps avec cette évolution du logo. On garde toujours le chevron étoilé qui est l’un des symboles de la marque et qui renforce son identité.
VODAFONE
Alors là, on est sur du très gros changement en matière de design. Il y a dû avoir un gros brainstorming pour, au final, juste inverser les couleurs. Du génie à l’état pur.
SKYPE
Ici, le logo a été changé pour des raisons d’homogénéité. En effet, Microsoft, qui détient Skype, a voulu uniformiser tous les logos de ses produits/services. Ainsi, les logos du pack Office, Outlook ou encore Bing utilisent les mêmes traits que celui de Skype. Habile Bill !
Et vous, que pensez-vous de ces changements ?
Pierre Rolo
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