"Ba Jin" men's new logo is the failure of Lang Tao?

As the designer of the new logo, Ye Qinglong, Managing Director of LandOce Asia Pacific, explained that "The Return of the King" has both the traditional rhyme of the Zhong Ding inscriptions in the bronze age and the mysterious legend of the Egyptian Sphinx civilization. “It has incorporated fashion, avant-garde and unique artistic elements on the basis of the original symbolic struggle, masculine and domineering men’s totem.”

A few days ago, a group of friends watched the Chinese-American men's basketball game with a little excitement in front of the TV. During the intermission, a TV showed an advertisement showing men's affection, and suddenly heard the "Ba Jin Men K-BOXING". Familiar with the slogan, and then I was shocked by a dichotomy in front of me, stingy, weak, hurt, helpless, these words quickly filled my head, and my mouth spit it out : "Look, not it." Immediately went to the computer to check the next data, the original flag of this Rimoma men's clothing is the "masterpiece" of the Landor.

This is a funny text. My friend told me that this is the power of flicker, and flicker is productivity. In front of the graphic, the language is pale and weak, and the more defended it is, the more untenable it is. A paragraph that describes the new sign has both the “traditional ancient rhyme of the Zhong Ding inscriptions in the Bronze Age” and the “mysterious legend of the ancient Egyptian sphinx civilization.” It seems that the students are struggling to dig deeper into the cultural heritage behind their own work. It seems to boast about it. A well-designed logo has always been easy to describe and simple and profound. Even the positioning magnate Aleris said that you need to talk about sharpening your information in order to enter the minds of consumers. Obviously, this is a difficult, complex and messy pile-up. . It can be said that the graphic is pale and the language is powerful. It is understandable to name the new sign "The Return of the King". Whether it is "Superman Returns" or "Working Back" is just a wishful thinking. From a graphic point of view, there will be a sense of instability and insecurity. The scattered robotic signs form a smashed capitulation.

From the logo design to the terminal retail environment design, the remake of the Rimula menswear brand does not seem to reinforce the image of a unique man with fortitude and domineering, and the ads of Crimson Broadcasting in CCTV over the years have precisely shaped the characteristics of fortitude and domineering. It is the dubbing and pronunciation of advertising slogans, or the sponsorship of CCTV 5 boxing programs. This brand personality with distinctive positioning features is likely to go in the wrong direction, abandon the brand impression and personality that has accumulated for many years, and it will be a huge one. Losses and mistakes. After further in-depth exploration, it can be seen that the large-area signage of the shop's signboards is only a sign of compassionate depth and motivation. It is because the shape of the sign is too scattered and the visual focus is decentralized, resulting in no application at all. The room that can be used is exactly the same as the “dancing Beijing” logo. It is blunt, mechanical, and has no details of touch. Without details, it is a flaw in building a strong brand.

As a brand designer, these are all imaginable consequences. Therefore, there is no more meaning to talk about. I would like to talk about my views from the following five aspects.

The terminal retail environment design is a lifestyle segmentation of targeted segments

Any brand, especially the rapidly-consuming fashion apparel brand, has a poor understanding of raw materials, production processes, quality levels, technical indicators, environmental standards, etc., and decision-making cannot always be very rational. At the same time, it is a manifestation of identity. The explicit product of status and personality hobby, and the design of terminal retail environment of fashion apparel are in the pursuit of a process of innovation and differentiation. It is even more necessary to create a lifestyle of target segmented groups. Contemporary young people with open, inclusive, and equal awareness have a unique value evaluation standard when judging whether a brand is worth buying.