杜邦公司百年來首次新標(biāo)志變革

杜邦公司百年來首次新標(biāo)志變革
美國杜邦公司是一家以科研為基礎(chǔ)的全球性企業(yè)，一直在通過創(chuàng)新改變科學(xué)和化學(xué)領(lǐng)域。
DuPont Co's first landmark change in the past hundred years

DuPont is a global research-based company that has been transforming science and chemistry through innovation.

品牌簡介

美國杜邦公司是一家以科研為基礎(chǔ)的全球性企業(yè)，一直在通過創(chuàng)新改變科學(xué)和化學(xué)領(lǐng)域。在70多個國家經(jīng)營業(yè)務(wù)，歷史悠久，與中國的生意往來可追溯到清朝，近日公布了新標(biāo)志作為品牌變革的一部分。
設(shè)計公司

Lippincott

戰(zhàn)略思考

新的現(xiàn)代化標(biāo)志預(yù)示著杜邦作為公司和全球品牌的轉(zhuǎn)型。新品牌形象將重點放在以客戶為導(dǎo)向的創(chuàng)新戰(zhàn)略和目標(biāo)驅(qū)動型文化上，是杜邦在轉(zhuǎn)型中采取的眾多措施之一，幫助客戶解決復(fù)雜問題，并將最好的想法轉(zhuǎn)化為現(xiàn)實世界的產(chǎn)品和解決方案。

設(shè)計闡述

新標(biāo)志保留了標(biāo)志性杜邦橢圓形的傳統(tǒng)，一個多世紀(jì)以來，它的質(zhì)量，性能和信任已經(jīng)深深烙印在品牌之上，沒有了橢圓邊界的限制，標(biāo)志著新杜邦開放的思想和革新。

舊的標(biāo)志“Du”和“Pont”之間的空間被放棄了。設(shè)計團(tuán)隊還研究了包括符號和顏色在內(nèi)的概念，更加印刷細(xì)化，重繪的字形重量感更強(qiáng)，以加強(qiáng)現(xiàn)有商標(biāo)的功能性。




標(biāo)志開頭和結(jié)尾處的兩個小塊在數(shù)字媒體應(yīng)用中可以發(fā)揮特別的作用。一是將它們轉(zhuǎn)換成3D形狀，看起來前衛(wèi)和抽象，使得這樣的巨頭企業(yè)更酷。另一種方法是用作廣告中，它可以立刻被識別。設(shè)計表現(xiàn)出大膽，現(xiàn)代的姿態(tài)。


該標(biāo)志并沒有研發(fā)品牌字體，而是使用現(xiàn)成的字體，在最近的案例中，尤其是對于一個擁有相當(dāng)規(guī)模的公司來說，這倒是比較少見，包裝和標(biāo)志將在新公司成立后逐步改變。

Brand introduction



DuPont is a global research-based company that has been transforming science and chemistry through innovation. Business with China dates back to the Qing Dynasty and has a long history operating in more than 70 countries. New logos have recently been unveiled as part of a brand change.
design company
Lippincott
Strategic thinking
The new symbol of modernization foreshadowed the transformation of DuPont as a company and global brand. The new brand image, which focuses on customer-oriented innovation strategies and goal-driven culture, is one of the many initiatives DuPont has taken in its transformation to help customers solve complex problems and translate the best ideas into real-world products and solutions.
Design elaboration

The new logo retains the iconic DuPont oval tradition. For more than a century, its quality, performance and trust have been deeply imprinted on the brand, without the limitations of the elliptical boundary, marking the new DuPont open thinking and innovation.

The space between the old logo "Du" and "Pont" has been abandoned. The design team also studied concepts including symbols and colours to enhance the functionality of existing trademarks by making printing more detailed and redrawing the glyph more weight-sensitive.

The two blocks at the beginning and end of the logo play a special role in digital media applications. One is to transform them into 3D shapes, which look like avant-garde and abstract. Another way is to be used in advertisements, which can be identified instantly. The design shows a bold and modern attitude.

Instead of developing brand fonts, the logo uses off-the-shelf fonts, which are rare in recent cases, especially for a company of considerable size, where packaging and logos will gradually change after the new company is established.