Kalashnikov: a legend or anti-brand?
Hi, Habr!
Today, let's talk about industrial branding. Namely - about Kalashnikov. On the website, the Composition published opinions on the newly presented logo, and the website of the Kalashnikov arms brand lies here . Everyone knows that this is a national legend, but it’s just like a “legend” - it does not look.
Let's take a look at this logo. And the site.
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At first glance, the defense sector is a sector that does not require any special delights in the presentation and design. On the other hand, when it comes to the legendary brand - about “Kalashnikov”, military austerity personally seems to me inappropriate. Look again at the site and at the logo that Lebedev smashed to pieces in the last fall, having dubbed the logo “shovel by a shabby hand”. You can agree with this opinion of Artemy or not, but when you go to the main page of our main weapon enterprise, you inevitably begin to share his point of view.
The logo is really sovok and kurguzy. Still, the two most important characteristics of a successful logo: memorability and compactness. And for the sake of the latter, designers sometimes refuse very beautiful logos, such as, for example, the first Apple logo . But since it was unrecognizable and not simple enough, it had to be discarded. Immediately, the logo, on the one hand, is unmemorable and cumbersome, on the other - completely ugly. More precisely, memorable, but with a minus sign. Only the letter “K” smeared around the oval is worth something.
Perhaps such a site in itself is appropriate. For some fishing shops, but certainly not for a major world famous brand. Just imagine if such a site was at the head offices of TNCs. Yes, again, the defense industry is a specific sphere. But if, for example, go to the site of the Czechs Česká zbrojovka as or the Americans Springfield Armory - for some reason there are no particular questions regarding the design and convenience of the sites. The presentation is decent, the design is modern, competent. It is immediately obvious that the manufacturer is confident in the steepness of its products.
Of course, walking through a number of foreign sites of weapons companies, you can feel the tube heat of the Internet portals of the late 1990s with shamelessly outdated designs and tasteless pictures. But, you see, one thing is the site of companies known to a narrow circle of specialists, the other is the site of perhaps the most famous gunsmiths in the world.
At the same time, the “Kalashnikov” site is much more reminiscent of the Internet site of the provincial “Hunting and Fishing” store. A separate topic is the design of sections of the site, which seemed to be torn from amateur sites of fans of the Soviet automobile industry.
The site uses a huge number of incompatible elements: starting with the use of an incomprehensible color palette (black, absolutely empty footer spot, gradient fill of the grid under the main carousel, differently “cut off” borders of the carousel and footer).
When creating a resource, it is better to immediately fill in the completed pages. In attempts to make a product catalog, not only mistakes in the content were made, but also an important, but absolutely disabled dealer viewing function was added (leads to an empty section with the text “Text here ...”):
Understandably, weapons site - a delicate matter. It is unlikely that the state enterprise will make an entertainment resource from its Internet site. But, walking through the pages of the Kalashnikov site, there is a depressing and dull feeling, like after passing through the corridors of old state institutions with shabby paint on the walls. The developers of the site do not feel the power and toughness of the brand, definitely.
- slow page generation;
- caching is not configured in the user's browser;
- not optimized plugin JavaScript in the library and other static resources;
- the layout of the site is not optimal, because of this, the speed of updating the site is reduced;
- the main page of the site weighs 1.7 mb (which complicates the page loading for users with low Internet speed);
- no adaptability
The site and the logo are clearly put together in a hurry. For some reason, the term "scoop" revolves in language.
The trouble of our defense industry is an absolute unwillingness to understand that in the modern world (for many years) the site is a business card and the logo is the face of the company. Immediately, the design and presentation turned out to be extremely cheap, in the spirit of “vodka-matryoshka-balalaika-perestroika”. The rebranding of the company is needed urgently, until some clever people to the current logo also bear the earflap.
Today, let's talk about industrial branding. Namely - about Kalashnikov. On the website, the Composition published opinions on the newly presented logo, and the website of the Kalashnikov arms brand lies here . Everyone knows that this is a national legend, but it’s just like a “legend” - it does not look.
Let's take a look at this logo. And the site.
')
At first glance, the defense sector is a sector that does not require any special delights in the presentation and design. On the other hand, when it comes to the legendary brand - about “Kalashnikov”, military austerity personally seems to me inappropriate. Look again at the site and at the logo that Lebedev smashed to pieces in the last fall, having dubbed the logo “shovel by a shabby hand”. You can agree with this opinion of Artemy or not, but when you go to the main page of our main weapon enterprise, you inevitably begin to share his point of view.
The logo is really sovok and kurguzy. Still, the two most important characteristics of a successful logo: memorability and compactness. And for the sake of the latter, designers sometimes refuse very beautiful logos, such as, for example, the first Apple logo . But since it was unrecognizable and not simple enough, it had to be discarded. Immediately, the logo, on the one hand, is unmemorable and cumbersome, on the other - completely ugly. More precisely, memorable, but with a minus sign. Only the letter “K” smeared around the oval is worth something.
Perhaps such a site in itself is appropriate. For some fishing shops, but certainly not for a major world famous brand. Just imagine if such a site was at the head offices of TNCs. Yes, again, the defense industry is a specific sphere. But if, for example, go to the site of the Czechs Česká zbrojovka as or the Americans Springfield Armory - for some reason there are no particular questions regarding the design and convenience of the sites. The presentation is decent, the design is modern, competent. It is immediately obvious that the manufacturer is confident in the steepness of its products.
Of course, walking through a number of foreign sites of weapons companies, you can feel the tube heat of the Internet portals of the late 1990s with shamelessly outdated designs and tasteless pictures. But, you see, one thing is the site of companies known to a narrow circle of specialists, the other is the site of perhaps the most famous gunsmiths in the world.
At the same time, the “Kalashnikov” site is much more reminiscent of the Internet site of the provincial “Hunting and Fishing” store. A separate topic is the design of sections of the site, which seemed to be torn from amateur sites of fans of the Soviet automobile industry.
The site uses a huge number of incompatible elements: starting with the use of an incomprehensible color palette (black, absolutely empty footer spot, gradient fill of the grid under the main carousel, differently “cut off” borders of the carousel and footer).
When creating a resource, it is better to immediately fill in the completed pages. In attempts to make a product catalog, not only mistakes in the content were made, but also an important, but absolutely disabled dealer viewing function was added (leads to an empty section with the text “Text here ...”):
Understandably, weapons site - a delicate matter. It is unlikely that the state enterprise will make an entertainment resource from its Internet site. But, walking through the pages of the Kalashnikov site, there is a depressing and dull feeling, like after passing through the corridors of old state institutions with shabby paint on the walls. The developers of the site do not feel the power and toughness of the brand, definitely.
Verdict
- slow page generation;
- caching is not configured in the user's browser;
- not optimized plugin JavaScript in the library and other static resources;
- the layout of the site is not optimal, because of this, the speed of updating the site is reduced;
- the main page of the site weighs 1.7 mb (which complicates the page loading for users with low Internet speed);
- no adaptability
The site and the logo are clearly put together in a hurry. For some reason, the term "scoop" revolves in language.
The trouble of our defense industry is an absolute unwillingness to understand that in the modern world (for many years) the site is a business card and the logo is the face of the company. Immediately, the design and presentation turned out to be extremely cheap, in the spirit of “vodka-matryoshka-balalaika-perestroika”. The rebranding of the company is needed urgently, until some clever people to the current logo also bear the earflap.
Source: https://habr.com/ru/post/222025/
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