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IBM, Apple e Microsoft: un'analisi semiotica

Published on 2/23/2012
Categories: Branding

This article is available in English too.

Lo scopo di un marchio è quello di raccontare con stile una storia, creando dei codici riconoscibili: lo stile identifica il marchio, mentre il codice serve a stabilire la comunicazione. L'obiettivo è non sbagliare vestito (il codice) per una specifica festa (lo stile). Il massimo che può ottenere un marchio è quando il designer riesce a costruire la festa attorno al vestito.

Vediamo come tre big dell'informatica si sono fatti guerra a colpi di codici di comunicazione e semiotica.

IBM

Il marchio ricorda visivamente le righe dei monitor, ma più importante concettualmente richiama il sistema binario ovvero il funzionamento dei computer.

IBM

Apple

Il marchio Apple reagisce alla vecchia concezione dei computer IBM con una grafica letteralmente opposta.
Contrappone alla monocromia di IBM molti colori, alla scritta IBM contrappone una pura immagine ed infine alla ripetitività binaria del bianco e blu contrappone righe colorate senza ripetizioni cromatiche.

Apple

Windows

Quando alla fine arriva Microsoft con il suo logo Windows va a collocarsi strategicamente fra i due litiganti, mettendo ordine, continuità ai colori e portando dunque la creatività Apple all'asettico mondo dei PC.

Windows

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