{"id":29843,"date":"2022-09-22T17:08:18","date_gmt":"2022-09-22T15:08:18","guid":{"rendered":"https:\/\/exmachina.ch\/creative\/?p=29843"},"modified":"2024-02-07T15:37:21","modified_gmt":"2024-02-07T14:37:21","slug":"perche-un-logo-deve-essere-semplice","status":"publish","type":"post","link":"https:\/\/exmachina.ch\/creative\/blog\/perche-un-logo-deve-essere-semplice\/","title":{"rendered":"Perch\u00e9 un logo deve essere semplice"},"content":{"rendered":"<style>.elementor-29843 .elementor-element.elementor-element-6a9fe44 > .elementor-element-populated{margin:0px 0px 0px 0px;--e-column-margin-right:0px;--e-column-margin-left:0px;padding:0px 0px 0px 0px;}.elementor-widget-image-box .elementor-image-box-title{font-family:var( --e-global-typography-primary-font-family ), Sans-serif;font-size:var( --e-global-typography-primary-font-size );font-weight:var( --e-global-typography-primary-font-weight );line-height:var( --e-global-typography-primary-line-height );color:var( 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);line-height:var( --e-global-typography-secondary-line-height );letter-spacing:var( --e-global-typography-secondary-letter-spacing );}.elementor-29843 .elementor-element.elementor-element-5ce796a .elementor-image-box-description{font-size:var( --e-global-typography-accent-font-size );line-height:var( --e-global-typography-accent-line-height );letter-spacing:var( --e-global-typography-accent-letter-spacing );}.elementor-widget-text-editor{font-size:var( --e-global-typography-text-font-size );line-height:var( --e-global-typography-text-line-height );}.elementor-29843 .elementor-element.elementor-element-26ee7ce{font-size:14px;}.elementor-29843 .elementor-element.elementor-element-a4d1bd5{font-size:var( --e-global-typography-text-font-size );line-height:var( --e-global-typography-text-line-height );}}<\/style>\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"29843\" class=\"elementor elementor-29843\" data-elementor-post-type=\"post\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-3f1dbd4 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"3f1dbd4\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-6a9fe44\" data-id=\"6a9fe44\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-5ce796a elementor-position-left elementor-vertical-align-top elementor-widget elementor-widget-image-box\" data-id=\"5ce796a\" data-element_type=\"widget\" data-widget_type=\"image-box.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-image-box-wrapper\"><figure class=\"elementor-image-box-img\"><img width=\"198\" height=\"198\" src=\"https:\/\/exmachina.ch\/creative\/wp-content\/uploads\/2022\/09\/PIU-MENO-RAND.png\" class=\"attachment-full size-full wp-image-30074\" alt=\"\" decoding=\"async\" srcset=\"https:\/\/exmachina.ch\/creative\/wp-content\/uploads\/2022\/09\/PIU-MENO-RAND.png 198w, https:\/\/exmachina.ch\/creative\/wp-content\/uploads\/2022\/09\/PIU-MENO-RAND-150x150.png 150w\" sizes=\"(max-width: 198px) 100vw, 198px\" \/><\/figure><div class=\"elementor-image-box-content\"><p class=\"elementor-image-box-description\">\u201cIl ruolo principale di un logo \u00e8 quello \ndi identificare e la semplicit\u00e0 \u00e8 il suo mezzo. La sua efficacia dipende dalla distintivit\u00e0, dalla visibilit\u00e0, dall\u2019adattabilit\u00e0, dalla memorabilit\u00e0, dall\u2019universalit\u00e0 e dall\u2019atemporalit\u00e0\u201d. \n- Paul Rand<\/p><\/div><\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-26ee7ce elementor-widget elementor-widget-text-editor\" data-id=\"26ee7ce\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Paul Rand \u00e8 stato un art director e grafico americano, noto soprattutto per i suoi progetti di logo aziendali compresi quelli per ABC, UPS, IBM, NeXT.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-a4d1bd5 elementor-widget elementor-widget-text-editor\" data-id=\"a4d1bd5\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<h4><img fetchpriority=\"high\" decoding=\"async\" class=\"alignnone wp-image-30073 size-full\" src=\"https:\/\/exmachina.ch\/creative\/wp-content\/uploads\/2022\/10\/PIU-MENO-LOGHI-RAND.png\" alt=\"\" width=\"1173\" height=\"164\" srcset=\"https:\/\/exmachina.ch\/creative\/wp-content\/uploads\/2022\/10\/PIU-MENO-LOGHI-RAND.png 1173w, https:\/\/exmachina.ch\/creative\/wp-content\/uploads\/2022\/10\/PIU-MENO-LOGHI-RAND-300x42.png 300w, https:\/\/exmachina.ch\/creative\/wp-content\/uploads\/2022\/10\/PIU-MENO-LOGHI-RAND-1024x143.png 1024w, https:\/\/exmachina.ch\/creative\/wp-content\/uploads\/2022\/10\/PIU-MENO-LOGHI-RAND-768x107.png 768w\" sizes=\"(max-width: 1173px) 100vw, 1173px\" \/><\/h4><p>Spesso, nel tentativo di creare qualcosa di nuovo e originale, i designer cercano di stipare idee o elementi in un unico marchio. Quando i loghi diventano troppo complessi, il vero scopo del logo viene perso. L\u2019obiettivo \u00e8 che il logo sia riconoscibile, senza tempo e versatile. Un logo complesso \u00e8 pi\u00f9 difficile da ricordare, il che rende meno probabile che una persona lo riconosca quando lo vede una seconda volta.<\/p><h2>Tutti i loghi forti hanno una o due caratteristiche principali che li aiutano a distinguersi.<\/h2><div><img decoding=\"async\" class=\"alignleft wp-image-30078\" src=\"https:\/\/exmachina.ch\/creative\/wp-content\/uploads\/2022\/09\/PIU-MENO-FORMA.png\" alt=\"\" width=\"1000\" height=\"367\" srcset=\"https:\/\/exmachina.ch\/creative\/wp-content\/uploads\/2022\/09\/PIU-MENO-FORMA.png 1663w, https:\/\/exmachina.ch\/creative\/wp-content\/uploads\/2022\/09\/PIU-MENO-FORMA-300x110.png 300w, https:\/\/exmachina.ch\/creative\/wp-content\/uploads\/2022\/09\/PIU-MENO-FORMA-1024x376.png 1024w, https:\/\/exmachina.ch\/creative\/wp-content\/uploads\/2022\/09\/PIU-MENO-FORMA-768x282.png 768w, https:\/\/exmachina.ch\/creative\/wp-content\/uploads\/2022\/09\/PIU-MENO-FORMA-1536x564.png 1536w\" sizes=\"(max-width: 1000px) 100vw, 1000px\" \/><\/div><div><img loading=\"lazy\" decoding=\"async\" class=\"alignleft wp-image-30079\" src=\"https:\/\/exmachina.ch\/creative\/wp-content\/uploads\/2022\/09\/PIU-MENO-COLORE.png\" alt=\"\" width=\"1000\" height=\"341\" srcset=\"https:\/\/exmachina.ch\/creative\/wp-content\/uploads\/2022\/09\/PIU-MENO-COLORE.png 674w, https:\/\/exmachina.ch\/creative\/wp-content\/uploads\/2022\/09\/PIU-MENO-COLORE-300x102.png 300w\" sizes=\"(max-width: 1000px) 100vw, 1000px\" \/><\/div><div>\u00a0<\/div><div><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-30080 aligncenter\" src=\"https:\/\/exmachina.ch\/creative\/wp-content\/uploads\/2022\/09\/PIU-MENO-COLORE-FORMA.png\" alt=\"\" width=\"1297\" height=\"148\" srcset=\"https:\/\/exmachina.ch\/creative\/wp-content\/uploads\/2022\/09\/PIU-MENO-COLORE-FORMA.png 1297w, https:\/\/exmachina.ch\/creative\/wp-content\/uploads\/2022\/09\/PIU-MENO-COLORE-FORMA-300x34.png 300w, https:\/\/exmachina.ch\/creative\/wp-content\/uploads\/2022\/09\/PIU-MENO-COLORE-FORMA-1024x117.png 1024w, https:\/\/exmachina.ch\/creative\/wp-content\/uploads\/2022\/09\/PIU-MENO-COLORE-FORMA-768x88.png 768w\" sizes=\"(max-width: 1297px) 100vw, 1297px\" \/><\/div><h2>La confusione tra brand e il logo<\/h2><p>Molte aziende hanno aspettative irrealistiche su ci\u00f2 che il logo far\u00e0 per loro. Si aspettano che il logo sintetizzi tutto in un\u2019unica scritta o simbolo.\u00a0Il logo \u00e8 solo un elemento di tutto il brand dell\u2019azienda.<\/p><h2>Il lavoro del logo \u00e8 quello di identificare e di agire come il volto dell&#8217;azienda.<br \/>Il punto finale di una frase.<\/h2><p><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-32414 size-full alignleft\" src=\"https:\/\/exmachina.ch\/creative\/wp-content\/uploads\/2024\/02\/PIU-MENO-VISO.png\" alt=\"\" width=\"255\" height=\"255\" srcset=\"https:\/\/exmachina.ch\/creative\/wp-content\/uploads\/2024\/02\/PIU-MENO-VISO.png 255w, https:\/\/exmachina.ch\/creative\/wp-content\/uploads\/2024\/02\/PIU-MENO-VISO-150x150.png 150w\" sizes=\"(max-width: 255px) 100vw, 255px\" \/>Il tuo volto non definisce tutto ci\u00f2 che rappresenti come persona e il logo non definisce la tua azienda, la rende semplicemente riconoscibile.<\/p><p>Una strategia di brand efficace, combinata con una messaggistica ponderata, immagini, video, interazioni sul web e i social network, rafforzer\u00e0 il significato del logo che nel tempo diventer\u00e0 memorabile.<\/p><h4>\u00a0<\/h4><h2>Un logo ha bisogno di tempo per essere assimilato, prima di tutto dall\u2019azienda e poi dai clienti.<\/h2><p>La prima volta \u00e8 come incontrare uno sconosciuto, all\u2019inizio ci si potrebbe trovare a disagio\u00a0<span style=\"color: var( --e-global-color-text )\">ma con i successivi incontri si prende pi\u00f9 confidenza e alla fine diventa famigliare.<\/span><\/p><p>Ci sono milioni di loghi nel mondo. Creare qualcosa di veramente unico e completamente originale \u00e8 estremamente difficile. Se ci si concentra troppo sulla creazione di qualcosa di diverso, aggiungendo elementi o effetti non necessari, si finisce per avere un marchio complicato, troppo difficile da ricordare e capire.<\/p><h2><span style=\"color: inherit;letter-spacing: -0.02em;background-color: var( --e-global-color-accent )\">\u00a0<\/span><\/h2><h2><span style=\"color: inherit;letter-spacing: -0.02em;background-color: var( --e-global-color-accent )\">Non c&#8217;\u00e8 niente di meno originale che cercare di essere originali a tutti i costi.<\/span><\/h2><p><span style=\"color: var( --e-global-color-text )\">Per esempio guardiamo questi loghi totalmente sbagliati.<\/span><\/p><p><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-30086 size-full aligncenter\" src=\"https:\/\/exmachina.ch\/creative\/wp-content\/uploads\/2022\/09\/PIU-MENO-LOGHI-NO.png\" alt=\"\" width=\"1453\" height=\"226\" srcset=\"https:\/\/exmachina.ch\/creative\/wp-content\/uploads\/2022\/09\/PIU-MENO-LOGHI-NO.png 1453w, https:\/\/exmachina.ch\/creative\/wp-content\/uploads\/2022\/09\/PIU-MENO-LOGHI-NO-300x47.png 300w, https:\/\/exmachina.ch\/creative\/wp-content\/uploads\/2022\/09\/PIU-MENO-LOGHI-NO-1024x159.png 1024w, https:\/\/exmachina.ch\/creative\/wp-content\/uploads\/2022\/09\/PIU-MENO-LOGHI-NO-768x119.png 768w\" sizes=\"(max-width: 1453px) 100vw, 1453px\" \/><\/p><h2><span style=\"color: inherit;letter-spacing: -0.02em;background-color: var( --e-global-color-accent )\">\u00a0<\/span><\/h2><h2><span style=\"color: inherit;letter-spacing: -0.02em;background-color: var( --e-global-color-accent )\">Chiarezza e brevit\u00e0<\/span><\/h2><p>Non si vuole che qualcuno debba passare troppo tempo a rimuginare sul nostro logo, cercando di decifrare tutte le intricate scelte progettuali e le scritte fantasiose. Basta pensare a Logitech, Harvard, Volkswagen, National Geographic. Meglio ancora, si pu\u00f2 dare un&#8217;occhiata ai loghi di queste mega-societ\u00e0 di successo. Probabilmente non c&#8217;\u00e8 argomentazione migliore a favore della semplicit\u00e0.<\/p><p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-30191\" src=\"https:\/\/exmachina.ch\/creative\/wp-content\/uploads\/2022\/10\/PIU-MENO-LOGHI.png\" alt=\"\" width=\"1313\" height=\"421\" srcset=\"https:\/\/exmachina.ch\/creative\/wp-content\/uploads\/2022\/10\/PIU-MENO-LOGHI.png 1313w, https:\/\/exmachina.ch\/creative\/wp-content\/uploads\/2022\/10\/PIU-MENO-LOGHI-300x96.png 300w, https:\/\/exmachina.ch\/creative\/wp-content\/uploads\/2022\/10\/PIU-MENO-LOGHI-1024x328.png 1024w, https:\/\/exmachina.ch\/creative\/wp-content\/uploads\/2022\/10\/PIU-MENO-LOGHI-768x246.png 768w\" sizes=\"(max-width: 1313px) 100vw, 1313px\" \/><\/p><p>Un logo semplice lascia meno spazio a errori o interpretazioni errate del messaggio al pubblico. Non si vuole che la gente si metta da parte, cercando di risolvere l&#8217;enigma del proprio logo nella propria testa. Dovrebbero piuttosto passare quel tempo permettendo ai percorsi nel loro cervello di associare l&#8217;immagine che stanno guardando con il prodotto o servizio che la societ\u00e0 offre.<\/p><h2>\u00a0<\/h2><h2>Riconoscibile e spiegabile<\/h2><p><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-32415 alignleft\" src=\"https:\/\/exmachina.ch\/creative\/wp-content\/uploads\/2024\/02\/PIU-MENO-MC.png\" alt=\"\" width=\"127\" height=\"114\" \/>Continuiamo con l&#8217;idea che il segreto di un logo sta nella sua capacit\u00e0 di creare associazioni nel cervello umano. Un logo efficace \u00e8 un logo facile da descrivere. Probabilmente non c&#8217;\u00e8 miglior esempio degli archi gialli dei McDonald&#8217;s che puoi spiegare con: \u201cuna grande M gialla\u201d.<\/p><h4>\u00a0<\/h4><h2>Funzionare attraverso tutti i media<\/h2><p>\u00c8 ancora pi\u00f9 critico che il vostro logo sia semplice a causa della variet\u00e0 di mezzi di comunicazione attraverso i quali sar\u00e0 pubblicato.<\/p><p>Solo alcune delle opzioni: stampa, web, app per smartphone, articoli promozionali, insegne, magliette. La lista continua.<\/p><p><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-30090 aligncenter\" src=\"https:\/\/exmachina.ch\/creative\/wp-content\/uploads\/2022\/09\/PIU-MENO-APPLICAZIONE.png\" alt=\"\" width=\"900\" height=\"280\" srcset=\"https:\/\/exmachina.ch\/creative\/wp-content\/uploads\/2022\/09\/PIU-MENO-APPLICAZIONE.png 698w, https:\/\/exmachina.ch\/creative\/wp-content\/uploads\/2022\/09\/PIU-MENO-APPLICAZIONE-300x93.png 300w\" sizes=\"(max-width: 900px) 100vw, 900px\" \/><\/p><p>Pi\u00f9 complesso \u00e8 il logo, maggiore \u00e8 il rischio che venga fuori come un blob indecifrabile su un supporto o su un altro. Il punto \u00e8 che deve essere bello sia in piccolo che in grande, sia a colori che in bianco e nero.<\/p><p>Non bisogna preoccuparsi che il risultato finale sia troppo semplice o non abbastanza interessante, basta gurdare il logo Microsoft che \u00e8 composto solo da quattro quadrati di colore diverso.<\/p><p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-32417 size-full\" src=\"https:\/\/exmachina.ch\/creative\/wp-content\/uploads\/2024\/02\/PIU-MENO-MICROSOFT.png\" alt=\"\" width=\"3000\" height=\"612\" srcset=\"https:\/\/exmachina.ch\/creative\/wp-content\/uploads\/2024\/02\/PIU-MENO-MICROSOFT.png 3000w, https:\/\/exmachina.ch\/creative\/wp-content\/uploads\/2024\/02\/PIU-MENO-MICROSOFT-300x61.png 300w, https:\/\/exmachina.ch\/creative\/wp-content\/uploads\/2024\/02\/PIU-MENO-MICROSOFT-1024x209.png 1024w, https:\/\/exmachina.ch\/creative\/wp-content\/uploads\/2024\/02\/PIU-MENO-MICROSOFT-768x157.png 768w, https:\/\/exmachina.ch\/creative\/wp-content\/uploads\/2024\/02\/PIU-MENO-MICROSOFT-1536x313.png 1536w, https:\/\/exmachina.ch\/creative\/wp-content\/uploads\/2024\/02\/PIU-MENO-MICROSOFT-2048x418.png 2048w\" sizes=\"(max-width: 3000px) 100vw, 3000px\" \/><\/p><h2>Quando si tratta di creare un logo memorabile, meno non \u00e8: &#8220;tutto qui?&#8221;, meno \u00e8 di pi\u00f9.<\/h2><div>\u00a0<\/div>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Possiamo definire mercanti di attenzione tutte quelle realt\u00e0 che guadagnano dallo sfruttamento e dal controllo dell&#8217;attenzione delle masse.<\/p>\n","protected":false},"author":1,"featured_media":32413,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[231],"tags":[],"class_list":["post-29843","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog"],"_links":{"self":[{"href":"https:\/\/exmachina.ch\/creative\/wp-json\/wp\/v2\/posts\/29843","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/exmachina.ch\/creative\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/exmachina.ch\/creative\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/exmachina.ch\/creative\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/exmachina.ch\/creative\/wp-json\/wp\/v2\/comments?post=29843"}],"version-history":[{"count":10,"href":"https:\/\/exmachina.ch\/creative\/wp-json\/wp\/v2\/posts\/29843\/revisions"}],"predecessor-version":[{"id":32881,"href":"https:\/\/exmachina.ch\/creative\/wp-json\/wp\/v2\/posts\/29843\/revisions\/32881"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/exmachina.ch\/creative\/wp-json\/wp\/v2\/media\/32413"}],"wp:attachment":[{"href":"https:\/\/exmachina.ch\/creative\/wp-json\/wp\/v2\/media?parent=29843"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/exmachina.ch\/creative\/wp-json\/wp\/v2\/categories?post=29843"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/exmachina.ch\/creative\/wp-json\/wp\/v2\/tags?post=29843"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}