{"id":50590,"date":"2018-08-09T20:17:44","date_gmt":"2018-08-09T20:17:44","guid":{"rendered":"https:\/\/codewebbarcelona.com\/la-evolucion-del-diseno-de-un-logotipo\/"},"modified":"2026-06-10T11:36:49","modified_gmt":"2026-06-10T11:36:49","slug":"evolution-design-logo","status":"publish","type":"post","link":"https:\/\/codewebbarcelona.com\/fr\/evolution-design-logo\/","title":{"rendered":"L\u2019\u00e9volution de la conception d\u2019un logo"},"content":{"rendered":"<p>Les grandes r\u00e9ussites sont le fruit d\u2019un travail acharn\u00e9, d\u2019un parcours long et exigeant : le <strong>design d\u2019un logo<\/strong> doit r\u00e9sister \u00e0 toutes les \u00e9preuves.<\/p>\n<p>Tout au long de cette aventure, notre identit\u00e9 visuelle doit nous repr\u00e9senter et \u00e9voluer au fil de notre histoire. Voici l\u2019\u00e9volution du <strong>design d\u2019un logo<\/strong>.<\/p>\n<p>Peu de marques traversent les d\u00e9cennies, certaines parviennent m\u00eame \u00e0 survivre \u00e0 leurs fondateurs.<\/p>\n<p>Il est plus courant qu\u2019une entreprise parvienne \u00e0 cr\u00e9er un <strong>logo<\/strong> pertinent.<\/p>\n<p>Mais que se passe-t-il lorsque le <strong>logo<\/strong> perdure, d\u00e9passant l\u2019intention de son cr\u00e9ateur ?<\/p>\n<p>Le <strong>logo<\/strong> et l\u2019image de marque sont alors contraints d\u2019\u00e9voluer, d\u2019adapter leur apparence au langage <strong>graphique<\/strong> de leur \u00e9poque.<\/p>\n<p>Dans cet article, nous allons analyser diff\u00e9rents <strong>logos<\/strong> depuis leurs origines jusqu\u2019\u00e0 aujourd\u2019hui.<\/p>\n<p>Pour commencer, il me semble essentiel d\u2019aborder un point cl\u00e9 : le langage artistique.<\/p>\n<p><strong>Le langage artistique<\/strong><\/p>\n<p>Le langage artistique regroupe l\u2019ensemble des codes qu\u2019un cr\u00e9ateur ou un artiste utilise pour transmettre un message.<\/p>\n<p>Ce message repose sur deux \u00e9l\u00e9ments :<\/p>\n<ul>\n<li>le premier est purement esth\u00e9tique ;<\/li>\n<li>le second, ce sont les \u00e9motions, celles du cr\u00e9ateur et du public.<\/li>\n<\/ul>\n<p>Lorsqu\u2019un <strong>designer graphique<\/strong> re\u00e7oit la mission de concevoir un <strong>logo<\/strong>, il doit prendre en compte :<\/p>\n<ul>\n<li>la vision du projet ;<\/li>\n<li>la cible \u00e0 laquelle il s\u2019adresse ;<\/li>\n<li>les traits de personnalit\u00e9 de l\u2019entreprise ;<\/li>\n<li>tous ces \u00e9l\u00e9ments laisseront leur empreinte sur le logo final ;<\/li>\n<li>sans oublier le langage visuel contemporain.<\/li>\n<\/ul>\n<p>La mode et la beaut\u00e9 illustrent parfaitement ce ph\u00e9nom\u00e8ne.<\/p>\n<p>La notion de beaut\u00e9 \u00e0 la Renaissance n\u2019a rien \u00e0 voir avec celle d\u2019aujourd\u2019hui. Et la mode, elle, est encore plus \u00e9ph\u00e9m\u00e8re.<\/p>\n<p>Le langage artistique et sa recherche de perfection varient selon :<\/p>\n<ul>\n<li>l\u2019origine,<\/li>\n<li>l\u2019\u00e9poque,<\/li>\n<li>le support,<\/li>\n<li>et finalement, autant de fois qu\u2019il y a d\u2019individus.<\/li>\n<\/ul>\n<p>Alors, que faire lorsqu\u2019on doit cr\u00e9er un <strong>logo<\/strong> pour une marque ?<\/p>\n<p>Il est \u00e9vident que nous ne pouvons pas pr\u00e9voir l\u2019avenir de cette marque, ni savoir si elle traversera le temps.<\/p>\n<p>Nous devons donc concevoir notre logo comme s\u2019il \u00e9tait parfait, en phase avec notre \u00e9poque.<\/p>\n<p>Cependant, si notre <strong>logo<\/strong> survit aux cinq premi\u00e8res ann\u00e9es de l\u2019entreprise, il se peut qu\u2019il ait d\u00e9j\u00e0 perdu de son impact initial.<\/p>\n<p>C\u2019est pourquoi les <strong>logos<\/strong> minimalistes et conceptuels ont plus de chances de durer : leur \u00e9volution se fait naturellement, sans rupture.<\/p>\n<p>Si notre <strong>logo<\/strong> repose sur un concept fort, une forme et une esth\u00e9tique claire, il sera plus facile de le faire \u00e9voluer.<\/p>\n<p>Quoi qu\u2019il en soit, les d\u00e9buts des grandes marques ont souvent \u00e9t\u00e9 marqu\u00e9s par une m\u00e9connaissance du langage graphique, soit parce qu\u2019il n\u2019existait pas encore, soit parce qu\u2019on n\u2019y accordait pas d\u2019importance.<\/p>\n<p>Ceci \u00e9tant dit, voici quelques <strong>logos<\/strong> qui ont particuli\u00e8rement bien travers\u00e9 les \u00e9poques.<\/p>\n<h2>L\u2019\u00e9volution du design d\u2019un logo<\/h2>\n<h3>Le <strong>logo<\/strong> de Shell<\/h3>\n<p>Shell est une entreprise p\u00e9troli\u00e8re fond\u00e9e en 1907, il y a plus d\u2019un si\u00e8cle.<\/p>\n<p>Un v\u00e9ritable d\u00e9fi pour la cr\u00e9ation d\u2019un <strong>logo<\/strong> p\u00e9renne.<\/p>\n<p><a href=\"https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2018\/08\/diseC3B1o-de-un-logotipo-01-1.jpg\"><img decoding=\"async\" class=\"alignnone size-full wp-image-1680\" src=\"https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2018\/08\/diseC3B1o-de-un-logotipo-01-1.jpg\" alt=\"dise\u00f1o de un logotipo 01\" width=\"960\" height=\"600\" \/><\/a><\/p>\n<p>Comme on peut le voir sur l\u2019image qui pr\u00e9sente toutes les versions du logo, Shell a su faire \u00e9voluer le <strong>design de son logo<\/strong> en l\u2019adaptant \u00e0 chaque \u00e9poque.<\/p>\n<p>On remarque ais\u00e9ment que les premiers logos ressemblent presque \u00e0 des dessins pr\u00e9historiques.<\/p>\n<p>Au fil du temps, le concept s\u2019est affin\u00e9 pour aboutir \u00e0 un logo moderne, bien plus lisible.<\/p>\n<p>Il faut souligner le travail de synth\u00e8se r\u00e9alis\u00e9 par Shell tout au long de son histoire : le r\u00e9sultat actuel est un logo minimaliste.<\/p>\n<h3>Le <strong>logo<\/strong> de McDonald\u2019s<\/h3>\n<p>Un autre <strong>logo<\/strong> particuli\u00e8rement int\u00e9ressant \u00e0 analyser est celui de McDonald\u2019s.<\/p>\n<p>L\u2019histoire commence en 1941, lorsque les fr\u00e8res McDonald ouvrent un simple restaurant sur la Route 66.<\/p>\n<p><a href=\"https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2018\/08\/diseC3B1o-de-un-logotipo-02-1.jpg\"><img decoding=\"async\" class=\"alignnone size-full wp-image-1681\" src=\"https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2018\/08\/diseC3B1o-de-un-logotipo-02-1.jpg\" alt=\"dise\u00f1o de un logotipo 02\" width=\"960\" height=\"600\" \/><\/a><\/p>\n<p>Le <strong>logo<\/strong> de McDonald\u2019s a connu de nombreuses \u00e9volutions, principalement d\u2019ordre esth\u00e9tique.<\/p>\n<p>Si l\u2019on observe la chronologie, on retrouve toutes les grandes tendances artistiques qui ont marqu\u00e9 l\u2019histoire du design graphique.<\/p>\n<p>Les ann\u00e9es 40 et leur esth\u00e9tique de science-fiction.<\/p>\n<p>Les ann\u00e9es 50 et l\u2019esprit rockabilly.<\/p>\n<p>Et ainsi de suite\u2026<\/p>\n<p>Le concept, lui, est toujours rest\u00e9 en phase avec le langage visuel de son \u00e9poque.<\/p>\n<p>Aujourd\u2019hui, le logo se distingue par :<\/p>\n<ul>\n<li>son minimalisme,<\/li>\n<li>sa simplicit\u00e9,<\/li>\n<li>sa m\u00e9morabilit\u00e9,<\/li>\n<li>son c\u00f4t\u00e9 accrocheur.<\/li>\n<\/ul>\n<p>C\u2019est un <strong>logo<\/strong> qui a brillamment pass\u00e9 l\u2019\u00e9preuve du temps.<\/p>\n<h3>Le <strong>logo<\/strong> de Pepsi<\/h3>\n<p>L\u2019histoire de Pepsi est encore plus ancienne : la marque a vu le jour en 1893 aux \u00c9tats-Unis.<\/p>\n<p>Cet exemple illustre parfaitement comment chaque \u00e9poque impose sa propre vision de la beaut\u00e9.<\/p>\n<p>&nbsp;<\/p>\n<p><a href=\"https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2018\/08\/diseC3B1o-de-un-logotipo-03-1-1.jpg\"><img decoding=\"async\" class=\"alignnone size-full wp-image-1688\" src=\"https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2018\/08\/diseC3B1o-de-un-logotipo-03-1-1.jpg\" alt=\"dise\u00f1o de un logotipo 03\" width=\"960\" height=\"600\" \/><\/a><\/p>\n<p>Comme on peut le constater, le <strong>logo<\/strong> de Pepsi a connu l\u2019une des \u00e9volutions les plus marquantes.<\/p>\n<p>Chaque transformation a toujours \u00e9t\u00e9 en phase avec son temps.<\/p>\n<p>Un <strong>logo<\/strong> qui cumule plus de 120 ans d\u2019histoire et qui a su s\u2019adapter \u00e0 toutes les \u00e9tapes de la marque.<\/p>\n<p>Il est fascinant de voir ses d\u00e9buts, \u00e0 une \u00e9poque o\u00f9 le design graphique \u00e9tait en pleine effervescence typographique.<\/p>\n<p>Aujourd\u2019hui, Pepsi affiche une identit\u00e9 minimaliste, moderne et rafra\u00eechissante.<\/p>\n<h3>Conclusions<\/h3>\n<p>Cr\u00e9er le <strong>design d\u2019un logo<\/strong> est loin d\u2019\u00eatre simple : de nombreux param\u00e8tres entrent en jeu si l\u2019on veut r\u00e9ussir cet exercice.<\/p>\n<p>Lorsqu\u2019il s\u2019agit de concevoir un <strong>logo<\/strong>, talent et cr\u00e9ativit\u00e9 sont essentiels, mais il arrive aussi que l\u2019on doive faire \u00e9voluer le <strong>logo<\/strong> d\u2019une entreprise d\u00e9j\u00e0 bien \u00e9tablie.<\/p>\n<p>Quel que soit le r\u00e9sultat, il est indispensable de tenir compte du contexte actuel du <strong>logo<\/strong> et de la direction dans laquelle il doit \u00e9voluer.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Les grandes r\u00e9ussites sont le fruit d\u2019un travail acharn\u00e9, d\u2019un parcours long et exigeant : le design d\u2019un logo doit r\u00e9sister \u00e0 toutes les \u00e9preuves. Tout au long de cette aventure, notre identit\u00e9 visuelle doit nous repr\u00e9senter et \u00e9voluer au fil de notre histoire. Voici l\u2019\u00e9volution du design d\u2019un logo. Peu de marques traversent les [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":9215,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[494,497],"class_list":["post-50590","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-design-graphique","category-inspiration"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>La evoluci\u00f3n del dise\u00f1o de un logotipo - Un paseo por la historia<\/title>\n<meta name=\"description\" content=\"La evoluci\u00f3n del dise\u00f1o de un logotipo, un paseo por la historia de tres ic\u00f3nicos logotipos que traspasan las barreras del tiempo y se ven obligados a evolucionar para perdurar en el tiempo.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/codewebbarcelona.com\/fr\/evolution-design-logo\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"La evoluci\u00f3n del dise\u00f1o de un logotipo - 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