Chanel Nº 5 … una marca eterna
Escrito por Ferran el 13 Jul 2006 a las 03:44 am | en la seccion: perfumes, personalidad
Me ha gustado leer este artículo sobre la famosa fragancia que creó Cocó Chanel, Nº 5. Se ha escrito mucho sobre su historia, pero cuando he visto ésto:
A while ago, I was designing the identity for a large, fashion-oriented organization. It was time to decide which typeface we’d use for their name. Opinions were not hard to come by: this was the kind of place where people were not unused to exercising their visual connoisseurship. But a final decision was elusive.
We decided to recommend a straightforward sans serif font. Predictably, this recommendation was greeted by complaints: it was too generic, too mechanical, too unstylish, too unrefined. I had trouble responding until I added two more elements to the presentation. The first was a medium weight, completely bland, sans serif “C.” “Does this look stylish to you?” I would ask. “Does it communicate anything about fashion or taste?” Naturally, the answer was no.
Then I would show the same letter as it usually appears as the first in a six-letter sequence: CHANEL. “Now what do you think?”
It worked every time. But how?
The answer, of course, is context. The lettering in the Chanel logo is neutral, blank, open-ended: what we see when we look at it is eight decades’ worth of accumulated associations.
Ha sido la consistencia, la fidelidad a una idea clara, un concepto exacto de lo que pretendía ser una fragancia para la historia nacido en 1921. Su creador, el joven perfumista galo Ernest Beauxm tuvo la idea de incorporar aldehídos en gran cantidadm dando a la frangancia para Cocó una potencia y un volúmen desconocidos hasta ese momento. De los frascos que preparó el perfumista para la modista, ella escogió el Número 5, por simple superstición. Fue un éxito y aún lo es. Hubo otras creaciones como el perfume Nº22 o el Nº19, pero ninguno ha sido tan masivo y mundialmente conocido como Nº5.
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