12 de set. 2007

Els Logotips



Varen néixer com a tapa del radiador, però quan la tecnología va permetre que aquest anés sota el capot, la seva funció va cambiar a la d’embellidor o símbol. Son els logotips.
Amb el pas del temps s’han anat adaptant als nous disenys fins a convertir-se, en una imatge que reflexa la identitat, la historia i les característiques del fabricant. El logotip identifica el cotxe i aquest identifica l’estatus social del seu posseidor.

Un exemple d’això es veu en Roll Royce. La prestigiosa firma automovilística va decidir cambiar el color vermell del fons del seu escut per el negre, degut a que s’identificava millor amb l’elegancia dels seus automòvils.

Força animal
La comparació de les característiques d’un cotxe amb les d’un animal no és res nou. El que millor reflexa aquesta comparació és la marca britànica Jaguar, que va voler veure’s reflexat en l’aspecte felí d’aquest animal. Així doncs, ens condueix a pensar en característiques com l’esportivitat, la velocitat i la potencia.
En el fons, l’esperit de la francesa Peugeot és el mateix, encara que el seu origen es deu a que en el seu naixement l’empresa estava dedicada a la producció de fulles de serra. Varen adoptar el lleó perquè reflexava tres característiques d’aquest element: la flexibilitat, la velocitat del tall i la resistència de les dents.
També son molt utilitzades entre els fabricants les qualitats del cavall. Els millors exemples son dos grans competidors, Porsche i Ferrari, si bé aquest últim li dóna més vitalitat al seu “caballino rampante”, precisament per la posició del seu cavall. Porsche, en canvi, utilitza aquest animal com escut de la ciutat d’Stuttgart, on té la seva seu i no ha reformat el logotip desde que el va crear el 1949.

Històrics
La història de les marques també es pot llegir en el seu logotip. És el cas de BMW, que recorda amb una hèlix (amb el fons blau significant el cel) el seu origen com empresa d’aviació, o el d’Alfa Romeo, un escut heràldic en homenatge a la seva ciutat Milà i els seus fundadors, la familia Visconti, a través d’una serp que devora a un homa. Inclús, la firma italiana va incloure durant uns anys una corona de llaurer en homenatge al seu primer Campionat del món al 1923.

Com el seu nom indica
“Quina millor manera d’identificar els meus cotxes que amb el nom” degueren pensar altres. Així, la del país veí Seat, per exemple va iniciar els seu passos amb el nom com a distintiu en els seu vehicles, perdent tres lletres per quedar-se en la solitària S que podem apreciar en els nous automòbils. Semblant és el cas de Fiat, una de les últimes en retocar el seu logo. Les seves quatre lletres perduren, però han incorporat un cercle blau per emmarcar el nom propi.
Qui s’ha mostrat més clar en aquest sentit han estat els japonesos. La mateixa Mitsubishi deu l’escut al seu nom (en nipó, “mitsu” és tres i “bishi”, diamant), mentre que Subaru (traduït com a constel·lació d’estrelles) també expressa en el seu logo el que significa el seu nom.

33 comentaris:

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Està molt bé això dels logos, però te'n falten uns quants no?
Per exemple Renault o Mercedes...

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Hola anònim de les 01:35, pel teu comentari dedueixo que ets una mica Alonsero, però no pateixis que ja posaré la història d'aquest parell de marques a la que pugui. Au, au!

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