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五角星乐队的哈利·皮尔斯(Harry Pearce)重新命名了约翰·刘易斯(John Lewis)和维特罗斯(Waitrose)

2019-02-08 1604 0
美国五角星公司的合伙人哈利·皮尔斯为约翰·刘易斯、维特罗斯和母公司约翰·刘易斯合伙公司重新命名了品牌,以统一这三个品牌,突出积极的一面。公司实行员工持股的经营结构。我们今天所知道的约翰·刘易斯合伙企业成立于1928年,当时百货公司的创始人约翰·刘易斯去世,享年92岁。它是由他的长子约翰·斯班·刘易斯创建的。它在20世纪30年代扩张,接管了Waitrose Limited,当时该公司在伦敦和英国本土只有10家杂货店。约翰Lewis’哈伯达什的历史可以追溯到1864年,当时这家店的创始人第一次开了一家布料店。自1928年合伙成立以来,公司一直实行员工持股的结构,即所有员工都是公司的共同所有人,持有公司的股票,从而从公司的利润中获益。 新标识是这三个品牌18年来的第一个重大变化,并看到了文字。Partners”约翰•刘易斯(John Lewis)和维特罗斯(Waitrose)补充道,以强调员工是公司的合作伙伴。皮尔斯说,这个项目花了三年时间来完成,主要围绕三个目标:突出员工所有权,统一这三个品牌,创建一个可以跨系列产品使用的通用系统。首先,也是最重要的,我们想把这三个品牌的独特理念带到前台。他说。“,将《;和Partners’向世界展示品牌背后的真相,并强调无论别人的工作是什么,他们都是合作伙伴。我们觉得这是一件值得庆祝的好事,应该写在公司大门的上方。下一件事是在这三个品牌之间创造一个奇妙的血脉,这样他们就能真正地联系在一起,步调一致。他补充道。最后,创建一个灵活的系统,可以处理多种叙述,无论是约翰·刘易斯的时尚、家居用品还是电器,到维特罗斯的熟食柜台或一罐豆子。 新品牌的特点是在所有三个品牌上都使用无衬线字体Gills Sans, John Lewis品牌已经在使用这种字体,其他品牌则没有。约翰·刘易斯和约翰·刘易斯都是。合作伙伴和维特罗斯;合作伙伴具有纯粹的排印标识,标识符根据应用程序分布在不同的行数上。商标必须以不同的方式使用,以覆盖产品和服务的绝对宽度。皮尔斯说。你可能想要非常大胆和有活力,比如在卡车上,或者像在围巾或蜡烛上的小标签上那样精致和安静。它是关于动态宽度的。 John Lewis采用了单色调色板,而Waitrose和John Lewis Partnership则采用了五种绿色的扩展调色板,融合了与该品牌长期关联的绿色色调。这源于一个事实,即绿色是约翰•斯宾登•刘易斯(John Spedan Lewis)——约翰•刘易斯合伙公司(John Lewis Partnership)创始人——签署文件所用的墨水颜色。 虽然没有出现在John Lewis的主要品牌中,但是这个绿色的阴影,现在被命名为Partner green,被用来作为一些东西的一个微妙的亮点,比如员工的名字徽章。皮尔斯说,我们的目的是把这种颜色作为一颗小小的宝石,只留给合作伙伴们,让它变得珍贵。格林大部分时间都离开了约翰·刘易斯,但却加入了约翰·刘易斯合伙公司,这就是一切开始的地方。皮尔斯说。绿色标识与约翰•刘易斯销售的所有类型的产品都不匹配,因此它的色调需要中和。相反,我们决定增加维特罗斯的调色板,因为它是关于食物和新鲜度的,所以我们给了它更丰富的绿色系列。我们还把绿色插回了约翰·刘易斯合伙企业,这是该企业合伙人的核心。 Waitrose产品还采用了一种次要的、更明亮的色调,包括红色、灰色、紫色、绿色、粉色、蓝色和米色。这三个品牌的品牌标识都有一个突出的基于线条的图形设备,用于突出文本和图像,创建模式和形状,或动画。这些诗句的灵感来自约翰·刘易斯。服装和平面设计的历史,并反复回到一个钻石形状的图案标志,这是由彼得·哈奇为约翰·刘易斯伙伴关系创建于20世纪60年代。反过来,这又受到了该公司“哈伯达舍尔”历史的启发。 据英国广播公司报道,John Lewis和Waitrose经历了一个艰难的财政年度,集团利润在2018年3月下降了21.9%,至2.892亿英镑。这导致整个公司的员工奖金减少,也反映了许多商业品牌今年利润的下降。 “没有,重塑开始

Pentagram partner Harry Pearce has rebranded John Lewis, Waitrose and parent company the John Lewis Partnership, in a bid to unify the three brands and highlight the “positivity” of the company’s employee-owned business structure. The John Lewis Partnership as we know it today was founded in 1928, when the department store’s founder John Lewis died aged 92. It was founded by his eldest son, John Spedan Lewis. It expanded in the 1930s, taking over Waitrose Limited, which were just 10 grocery shops in London and the home counties at the time. John Lewis’ history is seated in haberdashery and traces back to 1864, when the original store founder first set up a drapery shop. Since the partnership began in 1928, the company has applied an employee-owned structure, meaning all employees are co-owners of the business and hold stocks and shares in it, and so benefit from its profits. The new identity is the first major change for the three brands in 18 years, and sees the words “& Partners” added to John Lewis and Waitrose, to emphasise that employees are partners of the business. Pearce says the project has taken three years to complete, and centred around three main aims: to highlight the employee ownership, unify the three brands and create a versatile system that could be used across a range of products. “First and foremost, we wanted to bring the unique philosophy of all three brands to the foreground,” he says. “Bringing ‘& Partners’ in shows the world the truth behind the brand, and emphasises that no matter what someone’s job is, they are a partner. We felt this was a really positive thing to celebrate, and should be written above the door of the business.” “The next thing was to create a wonderful bloodline between all three brands so they felt really linked up and in-step with each other,” he adds. “Then finally, to create a flexible system that can deal with many narratives, whether that’s fashion, home or electrical goods in John Lewis, to a deli counter or a can of beans in Waitrose.” The new branding features the use of sans-serif typeface Gills Sans across all three brands, which was already used across the John Lewis brand but not the others. Both John Lewis & Partners and Waitrose & Partners have a purely typographic identity, with the logotype spread across a different number of lines depending on its application. “The logos had to be used in different ways, to cover the sheer breadth of products and services,” says Pearce. “You might want to be really bold and dynamic, such as on lorries, or delicate and quiet, like on a tiny label on a scarf or candle. It’s about dynamic breadth.” John Lewis adopts a monochrome colour palette, while Waitrose and the John Lewis Partnership has taken on an extended palette of five greens, which incorporates the green shade that has been long-associated with the brand. This stems from the fact that green was the colour of ink that John Spedan Lewis, who founded the John Lewis Partnership, was known to have signed documents in. While absent from the main John Lewis brandmark, this green shade, now named Partner Green, is used as a subtle highlight for some things, such as employee name badges. The aim was to reserve this colour as a “tiny gem for the partners only”, says Pearce, to “make it precious”. “Green has been mostly taken out of John Lewis, but put into the John Lewis Partnership where it all began,” says Pearce. “A green logo doesn’t fit next to all the types of products that John Lewis sells, so its palette needed to be neutralised. “Conversely, we decided to enhance the palette of Waitrose, as it’s all about foodiness and freshness, so we gave it a much richer range of greens. We also inserted the green back into the John Lewis Partnership, the heart of the partners of the business.” A secondary, brighter palette of colours including red, grey, purple, green, pink, blue and beige has also been used across Waitrose products. The brand identity for all three brands features a prominent line-based graphic device, which is used to highlight text and imagery, create patterns and shapes, or animations. These lines have been inspired by John Lewis’ haberdashery and graphic design history, and harps back to a diamond-shaped pattern logo that was created by Peter Hatch for the John Lewis Partnership in the 1960s. In turn, this was inspired by the company’s history as a haberdasher. The major rebrand comes after John Lewis and Waitrose experienced a difficult financial year, with annual group profits dropping by 21.9% to £289.2 million in March 2018, according to the BBC. This saw bonuses cut for employees across the company, and mirrors the drop in profits for many high-street brands this year. “The rebrand started three years ago, so it wasn’t in reaction to [profits falling], but we do think the John Lewis Partnership and Waitrose are being brave and confident,” says Pearce. “This rebrand is very much in the spirit of them continuing to move into the future, amid this high-street crisis.” The new identity has started rolling out across store signage and interiors, print and online marketing and communications, the websites, apps and social media, staff uniforms, merchandise, advertising and animations. https://s3-eu-central-1.amazonaws.com/centaur-wp/designweek/prod/content/uploads/2018/09/05105543/JL_WP_JLP_Animation_V1.mp4
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