u1jodi1q 发表于 2024-8-6 18:14:38

雪碧启用新LOGO，全世界统一

<img src="https://mmbiz.qpic.cn/mmbiz_jpg/7cIuUJg2wVbiaePwpwQgR1X4gKalibbsgia5yNHujvMlUicTyVXlcibJ6RvB2cicicxfty2oBwvnkcNOAtB4CaKiaf4ajw/640?wx_fmt=jpeg&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;"><span style="color: black;">雪碧（Sprite）是可口可乐旗下的第二大品牌，<span style="color: black;">全世界</span>零售价值为200亿美元。<span style="color: black;"><span style="color: black;">做为</span><span style="color: black;"><span style="color: black;">全世界</span></span>品牌重塑的一部分，雪碧发布了一次由奥美<span style="color: black;">宣传</span>策划、名为“Heat Happens（热度<span style="color: black;">出现</span>）”的品牌推广活动。</span></span><span style="color: black;">
      <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">这是雪碧有史<span style="color: black;">败兴</span><span style="color: black;">第1</span>个<span style="color: black;">全世界</span>性的品牌活动，<span style="color: black;">包含</span>体验式、非包装式营销、线上和数字营销内容等，活动将<span style="color: black;">持续</span>在北美、大中华区、印度、非洲、欧洲、南太平洋地区、韩国、中东和拉丁美洲推出。</p>
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    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_jpg/7cIuUJg2wVbiaePwpwQgR1X4gKalibbsgiauJKOmPrauT5TdHIvGuV79n0zblBOWHyyuZPJlktXeueb40h0Q9Zsug/640?wx_fmt=jpeg&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">品牌重塑还<span style="color: black;">包含</span>了一套全新的品牌识别系统，意在<span style="color: black;">经过</span><span style="color: black;">拥有</span>凝聚力的信息、包装、<span style="color: black;">宣传</span>和识别，在<span style="color: black;">全世界</span>范围内为消费者<span style="color: black;">供给</span>一致的品牌体验。<span style="color: black;">奥美亚洲首席创意官 Reed Collins <span style="color: black;">叫作</span>，这次的品牌焕新将是一场”完美的风暴“。</span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">“<span style="color: black;">因为</span>‘雪碧’的<span style="color: black;">目的</span>是<span style="color: black;">作为</span>一个<span style="color: black;">全世界</span>一致的品牌，<span style="color: black;">她们</span><span style="color: black;">必须</span>有一个大胆、引人注目的，<span style="color: black;">况且</span>看起来非常酷的视觉标识。在这种体量的规模下，将<span style="color: black;">必须</span>时间在所有市场进行推广，但我相信你<span style="color: black;">火速</span>就能够坐下来品尝一罐<span style="color: black;">拥有</span>吸引力的新雪碧。”</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">——奥美亚洲首席创意官 Reed Collins</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">新形象和新包装由 <strong style="color: blue;">Turner Duckworth 设计<span style="color: black;">机构</span></strong>设计，这家<span style="color: black;">赫赫有名的设计<span style="color: black;">机构</span></span>曾经设计过可口可乐、麦当劳和亚马逊等<span style="color: black;">全世界</span>超级品牌。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">关联</span>链接</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><a style="color: black;"><span style="color: black;">麦当劳新VI，<span style="color: black;">全世界</span>120个国家和3.5万家餐馆都在用...</span></a></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_jpg/7cIuUJg2wVbiaePwpwQgR1X4gKalibbsgiaX0ZqyIibDzZMESoaFiaMbwXVvyI7SmQnQksRZkrlTyI2p1upb87icC2pA/640?wx_fmt=jpeg&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">轻装上阵</span>
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    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">的全新标志，移除了尖锐的爆炸形外框，并将标志字体置于水平基线上。<span style="color: black;">实质</span>上，在2009年之前，雪碧的标志<span style="color: black;">始终</span>是<span style="color: black;">无</span>外框的。</p>

    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">标志字体基本<span style="color: black;">保存</span>了原来的风格，<span style="color: black;">包含</span>字母“p”和“e”的尖角。Turner Duckworth在“r”、“i”、“t”三个字母的顶部设计了一条弧线造型，为标志整体<span style="color: black;">增多</span>了流动的感觉，类似1995年的造型。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_jpg/7cIuUJg2wVbiaePwpwQgR1X4gKalibbsgia7ib6GuEpmWqO3Eoib6gFGWQ64XTUNT1nmFxEjW41MpibzRAF4eCmdF78Q/640?wx_fmt=jpeg&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">“在一个竞争比以往任何时候都更加激烈的世界里，<span style="color: black;">咱们</span>认为是时候在 Sprite 上推出统一的平台和视觉标识，以在<span style="color: black;">全世界</span>范围内<span style="color: black;">供给</span>一致的消费者体验。”</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">——雪碧<span style="color: black;">全世界</span>品牌总监 Shrenik Dasani。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_jpg/7cIuUJg2wVbiaePwpwQgR1X4gKalibbsgialzmibrOaqKgwET0AzMy5kamgyuaUHsibNafpqSMIbX9I1WgFKLtBneYg/640?wx_fmt=jpeg&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">新包装保持了雪碧<span style="color: black;">拥有</span>高度识别性的绿色基调，而零糖（Zero Sugar）用了黑色的字体标志，“Zero Sugar”<span style="color: black;">亦</span>跟着标志字体倾斜。在我看来，零糖包装似乎有点脏，<span style="color: black;">最少</span>不是太清爽。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_jpg/7cIuUJg2wVbiaePwpwQgR1X4gKalibbsgiagVdUNm4mTHjZyT8cVP0DjWYVsSvvmKXUcCDrIQD7OD1qdAh0cfNI5g/640?wx_fmt=jpeg&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">中国大陆、台湾等地区新旧包装（上旧下新）</p>

    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">咱们</span><span style="color: black;">重视</span>到中文包装上用的标志，是<span style="color: black;">全世界</span>统一的“Sprite”英文品牌标志，而不是之前翻译的当地语言版本（如中文），<span style="color: black;">亦</span>许，从此“雪碧”一词将从包装上彻底消失。</span></p><img src="https://mmbiz.qpic.cn/mmbiz_jpg/SmTBurEXDibwCP6mBLvxJutZppHwGbptw32KwvWY78h204ekVXl1m7R35PdS5pvJdicXaM6U4g0j04LZBKes5Tkw/640?wx_fmt=jpeg&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;">
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">雪碧</span>欧洲地区户外<span style="color: black;">宣传</span>设计</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_jpg/SmTBurEXDibwCP6mBLvxJutZppHwGbptw2y89UibQM7TRPgsiaHJ5n6F0EhRuchsI0FAQE9vGd1ic3yXOuotxwic2iaQ/640?wx_fmt=jpeg&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;"><span style="color: black;"><span style="color: black;">雪碧</span>亚洲地区户外<span style="color: black;">宣传</span>设计</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">为了制作雪碧<span style="color: black;">全世界</span>200个市场的<span style="color: black;">宣传</span>，制作团队Sweetshop历时两个月，跨越三大洲，拍摄了超过1000套的素材，光是核酸检测就超过4000次，这是<span style="color: black;">她们</span>有史<span style="color: black;">败兴</span>规模最大的一次拍摄活动。</span></p>
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    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">雪碧</span>亚洲地区<span style="color: black;">宣传</span>创意片</span></p>
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      <div style="color: black; text-align: left; margin-bottom: 10px;"> <a style="color: black;"> 视频详情 </a> </div>
    </div>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">雪碧欧洲地区<span style="color: black;">宣传</span>创意片</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">以下是<span style="color: black;">咱们</span>整理的</span><span style="color: black;">雪碧60年的标志历史——</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_png/7cIuUJg2wVbiaePwpwQgR1X4gKalibbsgiaEZx9hqzwdXEJVCbkIU9tKGvy26eOXg4CtsQmI1BKkblcMoia0WqIKlA/640?wx_fmt=png&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">往</span><span style="color: black;">期<span style="color: black;">举荐</span></span></p><a style="color: black;"><span style="color: black;"><img src="https://mmbiz.qpic.cn/mmbiz_png/7cIuUJg2wVbiaePwpwQgR1X4gKalibbsgiagoQOdtibyvSjlR9zN7iaibJdoZiaJicQfzeqbGUsB1hvobruick9jb1XZ3Mg/640?wx_fmt=png&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;"></span></a><span style="color: black;"><a style="color: black;">开普敦城市</a>形象，统一与个性的完美<span style="color: black;">处理</span><span style="color: black;">方法</span></span>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><a style="color: black;"><span style="color: black;"><img src="https://mmbiz.qpic.cn/mmbiz_png/7cIuUJg2wVY1gqOk31hbaRL12k895zRTGkiaDrJhxj6lO3zhL1PUs8uEc9Ewn4pVZBeibbQzFZgicoE5SKIDrvNJg/640?wx_fmt=png&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;"></span></a></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><a style="color: black;">这个LOGO，五角设计玩躲猫猫了……</a></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">雪碧官网：www.sprite.com</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">奥美<span style="color: black;">宣传</span>官网：www.ogilvy.com</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">Turner Duckworth 设计<span style="color: black;">机构</span>官网：turnerduckworth.com</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">编辑撰文：品牌小美，</span><span style="color: black;"><span style="color: black;">照片</span></span><span style="color: black;">版权属于原版权方</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">入品牌群请添加<span style="color: black;">微X</span>：品牌小美（pinpaimei2）</span></p>




m5k1umn 发表于 2024-10-10 00:11:35

我完全赞同你的观点，思考很有深度。

wrjc1hod 发表于 2024-11-5 15:35:26

感谢你的精彩评论，带给我新的思考角度。
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