{"id":6162,"date":"2019-07-22T14:26:52","date_gmt":"2019-07-22T11:26:52","guid":{"rendered":"https:\/\/www.kaspersky.com.tr\/blog\/?p=6162"},"modified":"2019-11-15T14:26:42","modified_gmt":"2019-11-15T11:26:42","slug":"kaspersky-rebranding-in-details","status":"publish","type":"post","link":"https:\/\/www.kaspersky.com.tr\/blog\/kaspersky-rebranding-in-details\/6162\/","title":{"rendered":"Kaspersky&#8217;nin yeni marka imaj\u0131 gelece\u011fi geli\u015ftirmek i\u00e7in nas\u0131l tasarland\u0131?"},"content":{"rendered":"<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-6163\" src=\"https:\/\/media.kasperskydaily.com\/wp-content\/uploads\/sites\/91\/2019\/07\/22133816\/kaspersky-rebranding-in-details-featured.jpg\" alt=\"\" width=\"1460\" height=\"960\"><\/p>\n<p>Sizin de fark etmi\u015f olabilece\u011finiz gibi, art\u0131k yeni bir g\u00f6r\u00fcn\u00fcme sahibiz. Bunu yeni, radikal bir sa\u00e7 kesimi olarak d\u00fc\u015f\u00fcnebiliriz. \u201cLab\u201d s\u00f6zc\u00fc\u011f\u00fcn\u00fc kesip att\u0131k ve art\u0131k sadece Kaspersky\u2019yiz.<\/p>\n<p>Fakat bu yeni g\u00f6r\u00fcn\u00fcm asl\u0131nda yaln\u0131zca birka\u00e7 harfi at\u0131p boya badanay\u0131 tazelemekten \u00e7ok daha fazlas\u0131n\u0131 i\u00e7eriyor. Bu yaln\u0131zca ba\u015flang\u0131\u00e7. Yeni misyonumuz: Daha g\u00fcvenli bir d\u00fcnya kurmak.<\/p>\n<p>Bu, <a href=\"https:\/\/www.tomorrowunlocked.com\/the-kuril-expedition-why-and-how\" target=\"_blank\" rel=\"noopener nofollow\">Kuril Adalar\u0131<\/a>\u2018ndan <a href=\"https:\/\/eugene.kaspersky.com\/2014\/07\/29\/nepal-katmandu-buddha\/\" target=\"_blank\" rel=\"noopener\">Katmandu<\/a>\u2018ya kadar d\u00fcnyan\u0131n her yerindeki ailelerin, ki\u015filerin, her t\u00fcrde ve b\u00fcy\u00fckl\u00fckteki i\u015fletmelerin, yani t\u00fcm m\u00fc\u015fterilerimizin gelece\u011fi anlam\u0131na geliyor.<\/p>\n<p>Her b\u00fcy\u00fck yolculuk gibi, bu yolculuk da ilk \u00f6nce evde ba\u015fl\u0131yor. Kurucumuz Eugene Kaspersky\u2019nin yeni kimli\u011fimizin ard\u0131nda yatan fikirler hakk\u0131ndaki konu\u015fmas\u0131na buradan ula\u015fabilirsiniz:<\/p>\n<p><span class=\"embed-youtube\" style=\"text-align:center; display: block;\"><iframe class=\"youtube-player\" type=\"text\/html\" width=\"640\" height=\"390\" src=\"https:\/\/www.youtube.com\/embed\/UoZo0cnuIBM?version=3&amp;rel=1&amp;fs=1&amp;showsearch=0&amp;showinfo=1&amp;iv_load_policy=1&amp;wmode=transparent\" frameborder=\"0\" allowfullscreen=\"true\"><\/iframe><\/span><\/p>\n<p>Fakat bu yaz\u0131 yaln\u0131zca \u015firketin gidece\u011fi y\u00f6nle ilgili de\u011fil. \u0130nce i\u015flerle u\u011fra\u015fan tipografi merakl\u0131lar\u0131 ve markam\u0131z\u0131n nas\u0131l geli\u015fti\u011fiyle ilgilenenler i\u00e7in i\u015fte hikayenin devam\u0131\u2026<\/p>\n<h2>\u00d6nce yaz\u0131 vard\u0131<\/h2>\n<p>\u015eu anki logomuz, 1997\u2019de \u015firket hen\u00fcz ilk ad\u0131mlar\u0131n\u0131 atarken geli\u015ftirildi. Yaz\u0131l\u0131 logomuz (Kaspersky isim logosu) Yunan alfabesinden \u015fekiller i\u00e7eriyordu. \u201cLab\u201d kelimesi \u00e7o\u011funlukla bakan ki\u015fi taraf\u0131ndan fark edilmiyor, her zaman bir anlam ifade etmiyordu. M\u00fc\u015fterilerimiz bize \u00e7o\u011funlukla yaln\u0131zca Kaspersky dedi.<\/p>\n<p>\u0130nternet pop\u00fclerle\u015ftik\u00e7e yeni formatlar do\u011fdu. Farkl\u0131 \u015fekillere sahip fontu ve k\u0131rm\u0131z\u0131 \u00fc\u00e7genleriyle logomuzun k\u00fc\u00e7\u00fck ekranlarda okunmas\u0131 zorla\u015ft\u0131.<\/p>\n<div id=\"attachment_6164\" style=\"width: 1470px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-6164\" class=\"wp-image-6164 size-full\" src=\"https:\/\/media.kasperskydaily.com\/wp-content\/uploads\/sites\/91\/2019\/07\/22134510\/kaspersky-rebranding-in-details-1.jpg\" alt=\"\" width=\"1460\" height=\"700\"><p id=\"caption-attachment-6164\" class=\"wp-caption-text\">Eski yaz\u0131l\u0131 logomuz: 1997 \u2013 2019 (RIP)<\/p><\/div>\n<h2>Yeni g\u00f6r\u00fcn\u00fcm\u00fcm\u00fcz<\/h2>\n<p>\u015eimdi ise, yirmi y\u0131ldan uzun bir s\u00fcre sonra, logomuzu yeni bir g\u00f6r\u00fcn\u00fcme kavu\u015fturuyoruz. Moving Brands ile birlikte yarat\u0131lan yaz\u0131l\u0131 logo, geometrik ve matematiksel olarak kesin harfler ve bireysel unsurlar i\u00e7eriyor. Hem a\u00e7\u0131k hem de g\u00fcvenlikli\u2026 A, p ve e harfleri, m\u00fchendislik ge\u00e7mi\u015fimizi hassas teknoloji geli\u015ftirmeye duydu\u011fumuz s\u00fcrekli ba\u011fl\u0131l\u0131kla sembolik olarak birle\u015ftiriyor.<\/p>\n<div id=\"attachment_6165\" style=\"width: 1470px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-6165\" class=\"wp-image-6165 size-full\" src=\"https:\/\/media.kasperskydaily.com\/wp-content\/uploads\/sites\/91\/2019\/07\/22134611\/kaspersky-rebranding-in-details-2.jpeg\" alt=\"\" width=\"1460\" height=\"732\"><p id=\"caption-attachment-6165\" class=\"wp-caption-text\">Yeni logomuzun DNA\u2019s\u0131nda m\u00fchendislik ruhu var<\/p><\/div>\n<p>Logomuzun her bir ayr\u0131nt\u0131s\u0131 dikkatle, hassas \u00f6l\u00e7\u00fcmlerle tasarland\u0131. Bunu adeta tak\u0131nt\u0131 haline getirdik! Sembolizmi bir kenara b\u0131rakacak olursak, yapt\u0131\u011f\u0131m\u0131z i\u015fler orijinal \u201cantivir\u00fcs laboratuvar\u0131\u201d konseptimizin \u00e7ok \u00f6tesine ge\u00e7ti\u011fi i\u00e7in \u201clab\u201d kelimesini kald\u0131rd\u0131k.<\/p>\n<p>Yeni g\u00f6r\u00fcn\u00fcmden \u00e7ok memnunuz: Cesur ve taze fakat ayn\u0131 zamanda net, ula\u015f\u0131labilir ve okunakl\u0131 (hem de t\u00fcm font boyutlar\u0131nda!).<\/p>\n<h3>Dijital \u00e7a\u011fa y\u00f6nelik tasar\u0131m<\/h3>\n<p>\u0130smimizin yaz\u0131l\u0131 oldu\u011fu logo, ba\u015fl\u0131ca g\u00f6rsel i\u015faretimiz, fakat mobil uygulamalar ve web sitesi sekme ikonlar\u0131 i\u00e7in K harfini kullanaca\u011f\u0131z. Font merakl\u0131lar\u0131n\u0131n dikkatine: Daha fazla \u00f6ne \u00e7\u0131kmas\u0131 i\u00e7in bunu biraz daha kal\u0131n yapt\u0131k.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-6166\" src=\"https:\/\/media.kasperskydaily.com\/wp-content\/uploads\/sites\/91\/2019\/07\/22134952\/kaspersky-rebranding-in-details-3.jpg\" alt=\"\" width=\"1460\" height=\"860\"><\/p>\n<p>\u00d6te yandan markala\u015fma yaln\u0131zca logodan ibaret de\u011fil, de\u011fil mi? T-shirt\u2019lerden end\u00fcstriyel siber sistem aray\u00fcz\u00fc butonuna kadar bizimle deneyimledi\u011finiz her \u015feyin ay\u0131rt edici bi\u00e7imde Kaspersky olmas\u0131n\u0131 istedik. Bu y\u00fczden t\u00fcm yeni ileti\u015fim metinlerimizde de g\u00f6rece\u011finiz yeni tasar\u0131m stilimizle kendi fontumuzu tasarlad\u0131k. Fontun ad\u0131 Kaspersky Sans. Hem Latin hem de Kiril alfabesinde b\u00fcy\u00fck ve k\u00fc\u00e7\u00fck boyutlarda kullan\u0131ma uygun.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-6167\" src=\"https:\/\/media.kasperskydaily.com\/wp-content\/uploads\/sites\/91\/2019\/07\/22135045\/kaspersky-rebranding-in-details-4.png\" alt=\"\" width=\"1460\" height=\"630\"><\/p>\n<h3>Daha \u00e7ok renk<\/h3>\n<p>En ba\u015f\u0131ndan beri \u00f6zel rengimiz olarak nefti ye\u015fili kulland\u0131k. Hep bizi rakiplerimizden ay\u0131ran harika bir renk oldu. Bug\u00fcn ise paletimizi \u00e7e\u015fitlendirmek ve ileti\u015fimimize enerji katmak i\u00e7in hem k\u00fc\u00e7\u00fck hem de b\u00fcy\u00fck ekranlardaki dijital i\u00e7erik t\u00fcketimine uygun birka\u00e7 renk daha ekliyoruz.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-6168\" src=\"https:\/\/media.kasperskydaily.com\/wp-content\/uploads\/sites\/91\/2019\/07\/22135117\/kaspersky-rebranding-in-details-5.png\" alt=\"\" width=\"1460\" height=\"678\"><\/p>\n<h3>Ba\u011f\u0131\u015f\u0131kl\u0131k i\u00e7in tasarland\u0131<\/h3>\n<p>Kaspersky, d\u00fcnyan\u0131n d\u00f6rt bir yan\u0131ndaki insanlar ve i\u015fletmeler i\u00e7in g\u00f6r\u00fclmemi\u015f d\u00fczeyde koruma sa\u011flayan \u00e7\u00f6z\u00fcmleriyle tan\u0131n\u0131yor. G\u00fcvenlik teknolojilerimizle gurur duyuyoruz. Bu hikayeyi anlatabilmek i\u00e7in Kaspersky\u2019nin sa\u011flad\u0131\u011f\u0131 g\u00fcvenli alan\u0131 temsil eden ge\u00e7i\u015fleri ve dokular\u0131 kullanarak ba\u011f\u0131\u015f\u0131kl\u0131\u011f\u0131 g\u00f6rselle\u015ftirdik.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-6169\" src=\"https:\/\/media.kasperskydaily.com\/wp-content\/uploads\/sites\/91\/2019\/07\/22135158\/kaspersky-rebranding-in-details-6.jpg\" alt=\"\" width=\"1690\" height=\"1528\"><\/p>\n<p>Her g\u00f6rseli temas\u0131na ve ba\u011flam\u0131na \u00f6zel olu\u015fturduk, fakat hepsi ortak bir g\u00f6rsel dile sahip. Alt\u0131gen, ge\u00e7mi\u015fimizi hat\u0131rlat\u0131r bi\u00e7imde \u00fcr\u00fcn simgelerimizin \u015feklini \u00e7a\u011fr\u0131\u015ft\u0131r\u0131yor.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-6170\" src=\"https:\/\/media.kasperskydaily.com\/wp-content\/uploads\/sites\/91\/2019\/07\/22135234\/kaspersky-rebranding-in-details-8.jpg\" alt=\"\" width=\"1460\" height=\"880\"><\/p>\n<p>M\u00fchendislik ve ba\u011f\u0131\u015f\u0131kl\u0131k katmanlar\u0131 bir araya geldi\u011finde esnek, farkl\u0131 mesajlara ve kitlelere tutarl\u0131 bi\u00e7imde adapte olabilen bir tasar\u0131m sistemi ortaya \u00e7\u0131k\u0131yor. T\u00fcketicilere, k\u00fc\u00e7\u00fck ve orta \u00f6l\u00e7ekli i\u015fletmelere ve kurumsal m\u00fc\u015fterilerimize y\u00f6nelik farkl\u0131 g\u00f6rsel kimlikler kullanma yakla\u015f\u0131m\u0131m\u0131z\u0131 bir kenara b\u0131rakt\u0131k. Art\u0131k daima tek bir Kaspersky g\u00f6receksiniz.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-6172\" src=\"https:\/\/media.kasperskydaily.com\/wp-content\/uploads\/sites\/91\/2019\/07\/22140752\/kaspersky-rebranding-in-details-9.jpeg\" alt=\"\" width=\"1460\" height=\"1080\"><\/p>\n<h3>Gelece\u011fi geli\u015ftirelim<\/h3>\n<p>Bu yeni g\u00f6rsel stil, marka yenileme \u00e7al\u0131\u015fmalar\u0131m\u0131z\u0131n yaln\u0131zca ba\u015flang\u0131c\u0131. Yak\u0131nda d\u00fcnyan\u0131n her yerinden m\u00fc\u015fterilerimize yenilenen markam\u0131z\u0131n g\u00fcncellenen misyonunu duyuraca\u011f\u0131z. Pazarlama ekiplerimizin ve kreatif ortaklar\u0131m\u0131z\u0131n bunu bi\u00e7imlendirip hayata ge\u00e7irmesini sab\u0131rs\u0131zl\u0131kla bekliyoruz.<\/p>\n<p>Gelece\u011fi geli\u015ftirelim!<\/p>\n<p>Yeni g\u00f6r\u00fcn\u00fcm\u00fcm\u00fcz hakk\u0131nda ne d\u00fc\u015f\u00fcnd\u00fc\u011f\u00fcn\u00fcz\u00fc \u00f6\u011frenmeyi \u00e7ok isteriz. Kaspersky marka ekibiyle brand@kaspersky.com adresinden ileti\u015fim kurabilirsiniz.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Bu yaz\u0131 yaln\u0131zca \u015firketin gidece\u011fi y\u00f6nle ilgili de\u011fil. \u0130nce i\u015flerle u\u011fra\u015fan tipografi merakl\u0131lar\u0131 ve markam\u0131z\u0131n nas\u0131l geli\u015fti\u011fiyle ilgilenenler i\u00e7in.<\/p>\n","protected":false},"author":2512,"featured_media":6171,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[1352],"tags":[943,28,352,1939],"class_list":{"0":"post-6162","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-special-projects","8":"tag-gelecek","9":"tag-kaspersky","10":"tag-kaspersky-lab","11":"tag-marka-yenileme"},"hreflang":[{"hreflang":"tr","url":"https:\/\/www.kaspersky.com.tr\/blog\/kaspersky-rebranding-in-details\/6162\/"},{"hreflang":"en-in","url":"https:\/\/www.kaspersky.co.in\/blog\/kaspersky-rebranding-in-details\/16185\/"},{"hreflang":"en-ae","url":"https:\/\/me-en.kaspersky.com\/blog\/kaspersky-rebranding-in-details\/13692\/"},{"hreflang":"en-us","url":"https:\/\/usa.kaspersky.com\/blog\/kaspersky-rebranding-in-details\/18194\/"},{"hreflang":"en-gb","url":"https:\/\/www.kaspersky.co.uk\/blog\/kaspersky-rebranding-in-details\/16214\/"},{"hreflang":"es-mx","url":"https:\/\/latam.kaspersky.com\/blog\/kaspersky-rebranding-in-details\/14969\/"},{"hreflang":"es","url":"https:\/\/www.kaspersky.es\/blog\/kaspersky-rebranding-in-details\/18890\/"},{"hreflang":"it","url":"https:\/\/www.kaspersky.it\/blog\/kaspersky-rebranding-in-details\/17629\/"},{"hreflang":"ru","url":"https:\/\/www.kaspersky.ru\/blog\/kaspersky-rebranding-in-details\/23127\/"},{"hreflang":"x-default","url":"https:\/\/www.kaspersky.com\/blog\/kaspersky-rebranding-in-details\/27641\/"},{"hreflang":"fr","url":"https:\/\/www.kaspersky.fr\/blog\/kaspersky-rebranding-in-details\/11978\/"},{"hreflang":"pt-br","url":"https:\/\/www.kaspersky.com.br\/blog\/kaspersky-rebranding-in-details\/12146\/"},{"hreflang":"pl","url":"https:\/\/plblog.kaspersky.com\/kaspersky-rebranding-in-details\/10985\/"},{"hreflang":"de","url":"https:\/\/www.kaspersky.de\/blog\/kaspersky-rebranding-in-details\/19729\/"},{"hreflang":"ja","url":"https:\/\/blog.kaspersky.co.jp\/kaspersky-rebranding-in-details\/23777\/"},{"hreflang":"nl","url":"https:\/\/www.kaspersky.nl\/blog\/kaspersky-rebranding-in-details\/24045\/"},{"hreflang":"ru-kz","url":"https:\/\/blog.kaspersky.kz\/kaspersky-rebranding-in-details\/18697\/"},{"hreflang":"en-au","url":"https:\/\/www.kaspersky.com.au\/blog\/kaspersky-rebranding-in-details\/22998\/"},{"hreflang":"en-za","url":"https:\/\/www.kaspersky.co.za\/blog\/kaspersky-rebranding-in-details\/22938\/"}],"acf":[],"banners":"","maintag":{"url":"https:\/\/www.kaspersky.com.tr\/blog\/tag\/marka-yenileme\/","name":"marka yenileme"},"_links":{"self":[{"href":"https:\/\/www.kaspersky.com.tr\/blog\/wp-json\/wp\/v2\/posts\/6162","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.kaspersky.com.tr\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.kaspersky.com.tr\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.kaspersky.com.tr\/blog\/wp-json\/wp\/v2\/users\/2512"}],"replies":[{"embeddable":true,"href":"https:\/\/www.kaspersky.com.tr\/blog\/wp-json\/wp\/v2\/comments?post=6162"}],"version-history":[{"count":3,"href":"https:\/\/www.kaspersky.com.tr\/blog\/wp-json\/wp\/v2\/posts\/6162\/revisions"}],"predecessor-version":[{"id":6757,"href":"https:\/\/www.kaspersky.com.tr\/blog\/wp-json\/wp\/v2\/posts\/6162\/revisions\/6757"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.kaspersky.com.tr\/blog\/wp-json\/wp\/v2\/media\/6171"}],"wp:attachment":[{"href":"https:\/\/www.kaspersky.com.tr\/blog\/wp-json\/wp\/v2\/media?parent=6162"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.kaspersky.com.tr\/blog\/wp-json\/wp\/v2\/categories?post=6162"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.kaspersky.com.tr\/blog\/wp-json\/wp\/v2\/tags?post=6162"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}