Go Magazine NCRV-gids #1 January 2014 downloads torrent
Magazine NCRV-gids #1 January 2014 downloads torrent
Poetic Measurement of the Chinese Logos
The big logo – one of the most important actives of the company. It transfers an image of mark, it says to people that the company does and why it does it better than others, and it makes room for the creative project and communications events.
Really, big logo the history which transforms your mark to wider idea tells story about your business: business, a product, service, but first of all, you do the promise to the clients. One phrase – it is preferable more than 4 syllables or 4 characters – which can drag the deepest feelings of your audience.
Creation of the logo which owns this great value, is the present problem. But such problem becomes even more when business reaches the Chinese market!
The nature of the Chinese language does art of a designation of marks and products by even more difficult: at characters is “multilayered” konnotatsii, and the slightest change in a pronunciation can change a word meaning very much.
Such multilayered nature makes room for uncountable creative routes (and restrictions). Actually, repeatedly meaning words can be used in a mark designation to break normal codes of expression and it is better to transfer values of mark.
This code quality lomki can be used for a simple word-play but also and create the names uniting poetic measurement, as the words having repeated konnotatsii, can be used to deviate normal means of expression and to create an emotional interval meanwhile that is told and that is actually apprehended by consumers. Such interval can have stronger ability to transform mark in idea, emotion, the abstract image and thus insistently to mention potential brand loyalistov.
We name these logos “poetical” for their ability to cause the emotional answer in consumers through creative use of value, a sound, a context, images, or rhythmical language elections.
The Chinese logos which pull from this poetical – as measurement, can be classified in three main categories:
1. The logos uniting poetic measurement sourcing it is direct from literal tradition of history of China 2. The Logos creating emotional contact, specify with consumers, twisting value of characters to express the message of 3 marks. Logos sourcing from mark signs to communicate on an image of mark in the nonconventional way.
1. Logos sourcing it is direct from literal tradition of history of China
In this category Revlon provides a good example. The Chinese logo of Revlona [lù huá nóng] which means “literally to flicker with bright spring dew”. However [lù huá nóng] also a verse of one of verses of Beja of Lithium: Ring Qing Ci 2.
Lithium Bai who lived during Strong smell Dinasty (701-762 our era), is regarded as one of the greatest poets in the history of the literature of China. Its words have been considered by generations of the Chinese scientists and often designated as an illustration of the best poetic methods.
Ring Qing Ci is an ode to beauty of women. Verses which the known poet has invented back then, steels for centuries initial expressions to address to beauty of a female. Therefore, the hint on a poem united with the image of bright spring dew, flickering in a sunlight, creates the strong logo which does abstract value of Revlona of reach by such legendary beauty.
Besides, a pronunciation [lù huá nóng] it is rather close to an English pronunciation “Revlon”. The name is short and easy to express, and has a round sound which very well approaches to represent known cosmetic mark on all country.
2. The bent poetic logos
When OLAY the Chinese market in 19893 has taken pleasure, it has accepted the Chinese logo [yùlán yóu].
The promise of mark OLAY consists in giving to women products of care of a skin, tools and council to help them to love the skin.
Then, how does poetic measurement [yùlán yóu], help OLAY to incorporate to the Chinese women?
[yù] character for a nephrite. In China it was traditionally used to describe female natural beauty. [lán] for an orchid, represents chastity of the girl. These two Chinese characters were used uncountable times in a literary history of China to a compliment or to address to beauties.
Besides, in the same way as Revlon, [yùlán yóu] reminds real name OLAY from the point of view of a pronunciation. It has a beautiful sound and multilayered value – cream to make your skin soft (as an orchid) and smooth (as a nephrite) – but also and the promise of invariable beauty. Also present and advance the promise of mark among the Chinese consumers, and have helped to lift awareness on the trade mark in the country.
Häagen the name of Chinese Dazs – clearly phonetic transliteration of the original logo. However, this logo also unites a strong “poetic” turbulence which causes feeling of pleasure and pleasure, both keys to the mark message.
The combination of these of 4 characters is literally means nothing.
But at deeper level, a combination of characters evocates feeling of pleasure and cheerfulness and idea that Häagen Dazs – a source of each joyful moment. Hence emotional communication: at meal Häagen people Dazs will be happy since then.
In the meantime, characters lead also to development of the project of mark:
3. Nonconventional poetic logos
The apple in the Chinese language, follows the same lines of the original logo: an apple – something that has really no anything the general with PC – to transfer creative potential and uniqueness of mark which corresponded to the project, technology and novelty in one firm concept.
The name el’fa in the Chinese language – (green/nefritovyj snow) also belongs to this category. The Chinese logo does not inform a category of a product of mark, and thus it directly does not transfer any of functional signs of a sparkling drink. Nevertheless the name designates snow, white, the crystal, transparent on the one hand and green, nefritovyy, clear dark blue colour, on the other hand, which causes idea of freshness, the nature, and to transform mark to abstract idea: pure as a nephrite, be cooled and freshening as snow. Really, sales have flied up in China after Elf has accepted this logo.
So, what does for the big logo and when poetic names – the best choice?
Naturally many factors should be are taken into consideration.
The industry, first of all, plays a corresponding role here. It is a little industries, pharmaceutical production for example, could prefer descriptive names as they is better approach to transfer signs of a product and to brand reliability.
Secondly, an image of mark, value and tone all requirement, which will be taken into consideration to define a kind of the name which could is better to approach to represent mark in China. Cmotrite on Baidu and Google. In view of that both marks work in the same industry, the poetic name of Bejdu was great, avaricious to transfer an image of mark, establishing emotional connection with netizens3. Name Google (“GuGe”), instead, was unpleasantly Chinese consumers as its poetic, traditional feeling does not illustrate a creative, young, innovative image of mark Google and character.
Certainly, the target market of mark also plays the important role here. What drags your consumer heartstring? What do they search, when they prefer certain mark on another? The poetic name – definitely good choice when it helps to enter the company to the clients to characterise it with the public as a whole and to differentiate its offers from competition.
This told, most important advantage of poetic logos should create emotional point of contact to clients. Every time when poetic measurement can give to your logo a number of associations and images which satisfy your requirements of the client and desire, a poetic designation can be a good choice as it advances your image and gives to your mark unique charm and the distinctive factor.
1. 2004, Aeker David A “Brand Portfolio Strategy: Creating Relevance, Differentiation, Energy, Levers, and Clearness” Sajmon & Publishing group of Adult Schuster
2. The full poem follows: In English: “Its clothes – a cloud, her face, a flower / Its balcony flickering with bright spring dew/, Are or a tip of Mountain Nefritovoj of the earth / Or the moon – the framed roof of paradise.”
3. The name of Bejdu occurs from a poem of a dynasty of the Song which is more than 900 years. The poem compares search of receding beauty among chaotic charm to dream search while resisted by many obstacles of a life. “Hundreds and thousand times, for it which I searched in chaos, suddenly, I turned casually, there, where fires decreased, and there it stood.”