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The biggest problem with the new logo of Klaipėda is that it does not reflect the face of the city, and that the creativity in the world is the most expensive product, so the prices on the market are normal . Thus, Dovilė Filmanavičiūtė, an advertising specialist, declared, because of public outrage, that the Klaipeda logo was temporarily unused. Robertas Jucaitis, a professor at the Vilnius Academy of Arts (VDA), believes that design services in Lithuania are underestimated, and people who do not work can not imagine how long the creative process takes. According to R. Jucaitis, badociate professor in the graphic design department of the Lithuanian Graphic Design Academy, the price is appropriate, but the purchase process is inappropriate because of the high price of the logos because the services of design are underestimated in Lithuania.
"Everyone is talking about a high price, but I would not agree that the logo is expensive, only design services in Lithuania are underestimated. "West pay more than in Lithuania, once invited by British designers to contribute to the project, for which there were 10.000 euros, they just laughed.
These unemployed people imagine that such work is one and only done – with unauthorized programs, stolen fonts.Many think that designers are not working, but who can create a logo.But anyone can create it, but that is after? "It's a patent, a communication strategy, a user manual," says badociate professor of VDA
but the choice logo designers pose a lot of uncertainties and badumptions: "Even if the sign is professional enough." The company Alorus, an agency of communication that nearly went bankrupt and has now unexpectedly appeared, was chosen to create the logo. Moreover, it is not a secret that some companies interact more closely with a political party. For example, "Lukrecija" cooperates with the Liberal Union and, when they are in power, they created the logos of Klaipėda, Vilnius and, if I'm not mistaken, Panevezys.
The interlocutor adds that attempts to justify these uncertainties justify the right of inheritance has already been created before. "So the developers are building themselves in such a position that they can not change anything, they are crushing the situation.For me, personally, these excuses seem to come out of my finger," says L & # 39; 39, expert in marking.
He also has his own version of how the law linking purchases of more than 10,000 has been banned. Euro, to publish a call for public offers. "For purchases up to 3 thousand .You do not even need a registered office contract, you can call and arrange by phone.But if the purchase is not possible. raises to 10 thousand and more, a call for public offers is mandatory.The contract may have been divided into three parts: the creation of the logo itself, the user guide and the plan. Thus, none of these purchases exceeded 10,000. The graphic designer plans to do so.
The price of the manual for the use of the logo is not clear either. "7 thousand A guide to the use of the manual, whatever it is, is a little too much," says R. Jucaitis
It is almost impossible to avoid accidental plagiarism
Shortly after the brand new presentation Klaipėda on the Internet logo until 2015 created for Dalius Stuokas for their own purposes without a specific customer. R. Jucaitis, for his part, argues that it would be difficult to avoid such overlaps in the development of minimalist logos, unless the two designers have patented their work
" The simpler the mark, the greater the possibility of creating something, not everyone wants to patent, because it takes time Usually, when a logo is created, the designers check, in two steps, that they do not have a similar job – they are looking for a website of the European Patent Office or, in a simple way, on the Google search engine, you can contact the Bureau state patents, but it is necessary to wait half a year to wait for the answers.The problem is that it is not possible to check all the brands of the world it's n & # 39; 39, is not patented.This was also the case with the logo of D. Stuoka – he just did not allow it ", – says a specialist.
In addition, he is convinced that a company that creates the image of the city would not risk its reputation. "They put too much on the map to deliberately do the same thing – no matter which minded business leader would not do that and I'm convinced it was a coincidence, and such examples are full, for example, even in Tokyo in 2020 The logo of the Olympic Games that has taken place has been accused of plagiarizing the logo of the theater of the city of Liege in Belgium ", explains R. Jucaitis
A design simple – not a bbadity, but an aspiration
Klaipėda's new logo has ruined the company not only because of its high perceived prices but also its very simple designs.However, according to a specialist, the aspiration of every designer is to create the simplest and most memorable sign: "The new logo is a simple Scandinavian design. The aesthetics and minimalism have today their own price. And if it was a competitive and public business, the price would be fully in line with the market. "
The expert believes that the brand new Klaipėda is still better than the old city logo that was created in 2005." Then there was a strong pop culture, great sharks shopping as Amazon dictated the trends in the image. I think the brand really needed to be changed. Looking from today's perspective, it seems to me even a little sarcastic, not as solid as the new, "says Jucaitis.
According to him, in terms of brand value, we must not forget that it depends on its purpose. "What kind of bakery brand value is unique, and global companies are different. And with the components of the image of the city. In this case, I would like to increase the price, because the Klaipeda sign will be communicated all over the world, so the market is not local, but global. The brand makes no difference – do not confuse the logo to save, or vice versa, to demonize and say that the wrong sign will condemn the city ", – summarizes Professor VDA and the graphic designer R. Jucaitis
D .Filmanaviciute, specialist in branding strategy, communication of all cities of Lithuania – a particularly sensitive topic
"The biggest problem is that we are not really responsible for our identity. We do not find clear and unique qualities and we always try to pretend to be what we can not do ", – believes the advertising expert.
Practical high prices of graphic work, D. Filmanaviciute does not hasten to judge – he stresses that work must be paid
"Creation in the world, despite all tendencies, is the most expensive commodity. The idea is expensive and it's the greatest added value to the brand. It is important to emphasize that it is the most expensive from a financial point of view – the creators bring their knowledge, experience and originality in their work. In a general way, they gather their whole hearts.
Graphic design has been influenced by global digitization for some time, with the emergence of new forms. I think designers have huge challenges, but also opportunities, which requires more knowledge and talent. It is very important to point out that logos and brand identity are not a person with a pencil, according to Professor D. Filmanavičiūtė, who deals with the image of many brands for many years. hands at work. "Upon receipt of the client's badignment, the agency project manager badembles a team of 2 to 5 or more people for the project.It takes a lot of time for the task, even to deepen it, what about the drawing process, selling to the customer .. 24 thousand euro did not really scare me as a market participant.When you say loud and clear that the logo is costing so much, i understand the kind of impression that people make.However, you still appreciate the amount of resources, the time spent on them, the amount of the final result ", – says the specialist.
However, she accepts that the new Klaipėda's logo does not reflect the city, its specialty, its knowledge.The problem with the faces of Klaipėda is that in reality there is no face.This measure should shape the face of the city for its inhabitants and its guests, be like a book cover, say, you do not have to accept, you must enter the content. Unfortunately, such coverage, which is now given in Klaipeda, does not satisfy people.
Maybe someone could say that we should look at it all, wait for a public image campaign, look at the logo usage manual, but I always categorically say that there is never any need for additional explanation for the user. if the work has been done in full and qualitative. For me, a good example of the last example is the Alytus logo, and Kaunas worked very well with his image. Indeed, there is nothing to inspire. Dovilė Filmanavičiūtė, advertising specialist, advertising portal LRT.lt.
The high price of the logo for the price of the logo, the opportunity to loot and doubt the transparency of the selected company, Klaipėda m. Saulius Budinas, the director of the administration of the municipality, informed of the temporary suspension of the use of the logo for urban communication.
The trademark must be reused after receipt of the official confirmation of the State Patent Office regarding the authenticity. However, the residents of Klaipėda are not satisfied with the new logo, so it was decided to create a website offering ideas for the new logo and voting for them.
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