音悦汇品牌2.0整合推广//2M2 Design UN舒曼品牌机构/////©2M2 Design UN 2009.

由于现场播放的投影仪效果不是太好，现场的讲解与播放的节奏并不同步。可能有些媒体朋友都未能一窥全貌，并不能很好的理解这一重大的战略调整。为更好的来 传达音悦汇品牌战略升级的相关信息，让更多的媒体及消费者更全方位地理解这一战略转变，舒曼品牌机构决定上传一小部分音悦汇品牌2.0战略升级演讲稿，以 惠读者和博友。

2009年9月25日，蓝魔数码科技旗下品牌音悦汇品牌2.0暨旗舰新品在深圳华侨城OCT Loft2正式发布。

经过一年多的长足发展，音悦汇成长到一个全新高度：舒曼品牌机构在经过两年的品牌服务之后，结合现实层面的具体反馈，为音悦汇的品牌核心价值：时尚，快乐，加强了消费者体验这一环节，以消费者实际需求为导向，且为音悦汇设计了全新的三维品牌logo，从之前的二维效果转化为三维立体效果，以适应当今web2.0的网络时代，醒目的视觉效果象征着新阶段的到来：为了全方位的打造全新的音悦汇品牌,我们从每一个消费者能接触到的细节也即是“experience体验”开始改变。

©音悦汇品牌2.0中的三维logo图片版权归属2M2 Design UN舒曼品牌机构所有。如需转载或使用，请注明出处。2M2 Design UN舒曼品牌机构保留相关的法律权利。
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2009年9月25日,蓝魔数码科技旗下产品品牌音悦汇2.0暨新品发布会在华侨城OCT loft2盛大发布！

由此回溯,在2007年年底,2M2 Brand Associates舒曼品牌机构为蓝魔数码设计了全新的音悦汇品牌logo,为这一全新时尚品牌精心设定了品牌平台、主体消费人群、品牌个性，并对这一精心设计的品牌定位作出了详细的品牌推广战略规划，在蓝魔数码和舒曼品牌机构全体同仁的同心协力下，这一新生的品牌在2008年6月份同样位于华侨城 OCT Loft一渡堂进行全新的首发仪式，当时我们为音悦汇品牌提出的品牌理念是：年轻，时尚，快乐。我们赋予发布会的名字为：蜕变，由之前的量变到今天的质变，舒曼品牌机构进行了严谨的科学调研，战略设定，并构建了完整的音悦汇品牌视觉体系及推广策略(详细请参见即将发表的博文：蜕变：蓝魔“音悦汇”品牌暨新品盛大发布)。

舒曼品牌机构为蓝魔数码旗下产品品牌音悦汇2.0暨新品发布会进行了全程策划：我们设计了全新的“experience体验”logo，从展场空间到平面物料，到通道的布置，产品的展示，主会场的人流控制及展会现场气氛的渲染，包括“Experience体验”画册的设计及音悦汇品牌2.0战略升级的演讲稿，无一不倾注着舒曼品牌机构的智慧与灵感，且在知名公共关系公司派洛迪亚及蓝魔数码科技的完美配合下，使得此次发布会取得完美的成功。感谢！
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Paul Smith 为依云矿泉水设计特别版本。

Carrefour Fades (to Color)

With more than 15,000 stores in 35 countries generating more than 100 billion Euros in sales, the French supermarket chain Carrefour is undeniably one of the world’s most prominent retailers and purveyors of, to put it simply, good stuff at decent prices. Unflinching in its identity design, the icon and typography have remained consistent since 1966 — only nine years after Carrefour’s launch — when the C-in-a-diamond icon made its appearance next to a typewriter-style wordmark. This September 4th, along with a new campaign titled “Positive is Back,” Carrefour has introduced a new wordmark and a slightly modified icon.

Old (yellow) and new (blue) icon comparison overlay, 3 second interval.

Old (above) and new typography.

The Carrefour icon has never appealed to me. The resulting shapes from the C eating away at the diamond are unpleasant and create an odd pair of shapes. But, at this point, it is instantly recognizable so with such a high-stake operation around the world it makes no sense to introduce something revolutionary. This, of course, begs the question of why change at all, especially if the cost of implementing such a subtle change will likely be immense, but I imagine that as new stores open or old stores’ signs fall down, the new icon and logo will be implemented and the immediate change will be apparent in banners, ads, coupons and in-store graphics.

The new wordmark is friendlier and quirkier, and has a nice flair to it that most serif typefaces lack, so it feels like a good birdge between the blocky slab serif of old and some corporate serif. The new icon is a little blander, it lost the sharp edges of the curls of the C and now it looks even more unpleasant.

Sample applications. Image source.

Four of many gradient combinations, more at Carrefour’s Facebook page.

The biggest change, more than the icon or the typography, is the introduction of a range of gradients for the icon. In application — which, unfortunately, we only have one small image — the concept seems like it could work and gives Carrefour a slightly trendy and upbeat look. In isolation, there is something cheap about the look of the gradients. So, the jury is out for now pending some further executions. Overall, for a business of this size, any change is significant and something this playful is not to be easily dismissed.

New TV ads for “Positive is Back” campaign.

Thanks to Bastien Dequest Pinasseau for the tip.

more info please view brnadnew