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杜邦公司百年來首次新標志變革

杜邦公司百年來首次新標志變革
美國杜邦公司是一家以科研為基礎的全球性企業，一直在通過創新改變科學和化學領域。
DuPont Co's first landmark change in the past hundred years

DuPont is a global research-based company that has been transforming science and chemistry through innovation.

品牌簡介

美國杜邦公司是一家以科研為基礎的全球性企業，一直在通過創新改變科學和化學領域。在70多個國家經營業務，歷史悠久，與中國的生意往來可追溯到清朝，近日公布了新標志作為品牌變革的一部分。
設計公司

Lippincott

戰略思考

新的現代化標志預示著杜邦作為公司和全球品牌的轉型。新品牌形象將重點放在以客戶為導向的創新戰略和目標驅動型文化上，是杜邦在轉型中采取的眾多措施之一，幫助客戶解決復雜問題，并將最好的想法轉化為現實世界的產品和解決方案。

設計闡述

新標志保留了標志性杜邦橢圓形的傳統，一個多世紀以來，它的質量，性能和信任已經深深烙印在品牌之上，沒有了橢圓邊界的限制，標志著新杜邦開放的思想和革新。

舊的標志“Du”和“Pont”之間的空間被放棄了。設計團隊還研究了包括符號和顏色在內的概念，更加印刷細化，重繪的字形重量感更強，以加強現有商標的功能性。




標志開頭和結尾處的兩個小塊在數字媒體應用中可以發揮特別的作用。一是將它們轉換成3D形狀，看起來前衛和抽象，使得這樣的巨頭企業更酷。另一種方法是用作廣告中，它可以立刻被識別。設計表現出大膽，現代的姿態。


該標志并沒有研發品牌字體，而是使用現成的字體，在最近的案例中，尤其是對于一個擁有相當規模的公司來說，這倒是比較少見，包裝和標志將在新公司成立后逐步改變。

Brand introduction



DuPont is a global research-based company that has been transforming science and chemistry through innovation. Business with China dates back to the Qing Dynasty and has a long history operating in more than 70 countries. New logos have recently been unveiled as part of a brand change.
design company
Lippincott
Strategic thinking
The new symbol of modernization foreshadowed the transformation of DuPont as a company and global brand. The new brand image, which focuses on customer-oriented innovation strategies and goal-driven culture, is one of the many initiatives DuPont has taken in its transformation to help customers solve complex problems and translate the best ideas into real-world products and solutions.
Design elaboration

The new logo retains the iconic DuPont oval tradition. For more than a century, its quality, performance and trust have been deeply imprinted on the brand, without the limitations of the elliptical boundary, marking the new DuPont open thinking and innovation.

The space between the old logo "Du" and "Pont" has been abandoned. The design team also studied concepts including symbols and colours to enhance the functionality of existing trademarks by making printing more detailed and redrawing the glyph more weight-sensitive.

The two blocks at the beginning and end of the logo play a special role in digital media applications. One is to transform them into 3D shapes, which look like avant-garde and abstract. Another way is to be used in advertisements, which can be identified instantly. The design shows a bold and modern attitude.

Instead of developing brand fonts, the logo uses off-the-shelf fonts, which are rare in recent cases, especially for a company of considerable size, where packaging and logos will gradually change after the new company is established.