In recent years, there has been a wave of logo replacement in the automobile industry, and their behaviors are consistent. The replaced new logo is flatter, evolving from the original 3D to 2D.
Materialization and flattening are hard to say who is right or wrong, but since Apple's designers have brought the design of the world to flattening, it seems that whoever can't keep up with the rhythm is a local product. If this rule is used in electronics or other design industries, it may form a chain of contempt, but in the automobile industry with a century-old foundation, why should we join this excitement?
Starting from 20 16, Audi changed the metal color of the logo to black. Last year, a large number of car companies followed suit to modify the logo. In order to cooperate with the brand-new ID electric vehicle series, Volkswagen Group has launched a brand-new logo design, which is slimmer and flatter. It is no longer a single blue background color, but can evolve into a variety of background colors. In short, this public symbol has a new definition.
In addition, including Toyota, Lotus, Kia have released new logo, which is undoubtedly a flat design. This year, BMW used a brand-new logo for the first time on the i4 concept car, and removed the black circle in the previous logo to express the BMW brand's more open attitude towards young people.
Subsequently, Nissan also registered a new logo patent around the world. Nissan's new logo has been previewed on the Ariya concept car before. Without the metallic feeling and three-dimensional sense of the current logo, simple lines and letter combinations are also embracing flattening.
Brand-new logo conforms to the new era.
After all, as a brand image display, the update of logo is not a trivial matter, and every update has certain significance. This centralized renewal is undoubtedly closely related to the trend of becoming more and more electrified and younger.
Volkswagen's new logo first appeared on the ID series electric concept car. Although the ID electric car has not been delivered in mass production yet, we have already seen the function of this flat logo in the concept car, which is cleaner and purer, and can also be integrated with the luminous LED strip and become a part of the art of car lights.
Similarly, BMW's new logo has also been applied to the i4 electric concept car for the first time, and there is no doubt that it will be fully used in the subsequent I series electric cars.
If you paid attention to Nissan's new logo concept car in the previous article, you will find that Nissan's logo design also has a light source, and logo has become a part of the lighting effect. There is also KIA's new logo, which is also a luminous design. Perhaps the flat design is also to facilitate the use of luminous design on electric vehicles in the future.
Starting from Audi's interpretation of different car lamp designs, car lamps are no longer used for lighting, but can also become personalized design auxiliary elements. Of course, in addition to the main lights, the logo can not be a new decorative element.
If I remember correctly, BYD was the first car company to start using the luminous logo, and it was also top-notch at that time. Gear made a mockery in the program, but under the current trend, more and more car companies may use lights on logo in the future.
Design origin, flattening and pursuing efficiency
Flattening and quasi-materialization are not conflicts that exist today. Time has given them who is strong and who is weak. I know nothing about design, realism and abstraction, and I know nothing about decoration and minimalism. But after Microsoft introduced the Metro-style operating system update ios to Apple? At the beginning of flattening, the more pleasing feeling is the first impression.
Flattening is an evolution from complexity to simplicity. Personally, the simpler things, the easier it is for people to recognize. "Less? Is it? "Duo" is a more reliable truth.
If it is in 3C field, the most intuitive effect that flattening can bring is that it takes up less resources. If the same picture is designed with quasi-materialization, its storage size will definitely be larger than the flattening of lines and tones. Of course, it doesn't seem to have much influence in the automobile industry, but isn't the automobile just thinking about electrification transformation ...
On the other hand, quasi-materialization pays more attention to the display of functions, which helps people better understand functions in the early stage of intelligence and plays an auxiliary role in cognition and guidance. However, when people have fully mastered these functions, they don't need too much redundancy. At this time, we must pursue efficiency. Therefore, in the process of automobile transformation to electrification, flat design has brought higher processing efficiency.
Behind the flat logo, every car company has its own explanation, but most of them are inseparable from the rhetoric of innovation, electrification, intelligence and youthfulness. Of course, in a fundamental sense, it is true. As for the aesthetics and philosophy of design, as an ordinary consumer, who cares so much? If it is a mobile phone, it must look good and easy to use. As for the logo on the car, it is even simpler, just look good, because as the owner, it seems that you don't need the logo on the car body.
This article comes from car home, the author of the car manufacturer, and does not represent car home's position.