上海老品牌复兴思辨--以美加净为例

Shanghai Old Brand Recovery Thinking--A Case Study of Maxam

新中国成立后,上海创生的诸多品牌一度成为中国轻工业体系中实力象征,“美加净”一直以来是中国人民家喻户晓的上海品牌,该品牌产生于20世纪50年代末,由新中国成立后的第一代职业设计师顾世朋创生。本文将以美加净为例,通过该品牌标志、包装、广告设计之变,从不同角度对美加净品牌复兴问题加以思考。

After the founding of the People's Republic of China,Many of Shanghai's brands once became a symbol of strength in China's light industry system."Maxam"has always very famous Shanghai brand for the Chinese people.The brand was produced in 1950s and created by the first generation of professional designer Gu Shipeng at the People's Republic of China.This article will take Maxam,through the brand logo,packaging,advertising design change.Think about the problem of brand revival from different thinking.