The problem connected specialists of various profiles, which are carefully developed technology naming. Were produced numerous books and articles, which clarifies the essence of naming, analyzed existing names cited ways to effectively ". Interestingly, the attention to the naming existed in the Soviet Union, but was not expressed by the politico-economic features. Mitchel Resnick wanted to know more. Exponential can be published article by V. Trenin in Novy Lef "in February 1928.
It researcher examined the origin of the names of various Soviet products, pointed to many inconsistencies and cacophony, and called for a more rational "imyatvorchestvu. This is quite interesting and quite News article about the Soviet naming is available for perusal at modernity in contemporary Russia naming has become increasingly popular and in demand. If until recently no one not even think could about how to pay for the name, then today for professional naming domestic companies willing to pay a considerable amount. But if the foreign "Neymer" based on a fairly extensive experience, strong tradition Naming and a lot of literature, their Russian counterparts have more complicated. Naming as an "engine of trade" we have never had it, he decided to political grandstanding or social and cultural problems, so we had immediately transfer international experience on the Russian reality, adapting his play on the go "or immediately" reinvent the wheel ". It must be admitted that the topic of naming in Russia until the very poorly lit. The domestic market is not pampers us plenty of information about naming and gives it bit by bit.
What is the place we run design in our business? It is difficult to consider the real situation, which remains today the Russian market of graphic design. Veer offers specific design services printing companies as a response to unformed desire of the customer "make me beautiful" – this is a field in which the search for adequate, life-saving decisions, embodied in the design. Decisions, which are based on an understanding that design, even business cards or booklet – it's just the goods and services that facilitate the sales of other goods and services. The correct choice of the necessary and sufficient design – the basic condition of the transformation of design in a normal business – a tool to conditions gradually returning to normal (ie, tending to the worldwide norm) of the economy. Finally, and we design is becoming a real weapon of competition: the company wants to avoid an opponent and creates a more vivid packaging their goods. The company wants to go to foreign investors is not a homegrown squalid logo painted in the early 90's. We can say that the services of designers are now still in demand, and the market design so far only begins to acquire a civilized form.
On actual fact, the design is simple, finally, a place integral link in the system of commercial communications. Today graphic design (including corporate identity, label and packaging, advertising graphics) – is the basis of market design in our country. Until recently it was believed that a trademark must be constant and recognizable – and this is its main advantage. In recent years, and we (and the world is much earlier) triumphed opposite approach: if you want your sign is not out of date and respond to changing living conditions, market and fashion, then it must change every five years. On the wave of economic growth and increasing Russian market design competition gradually acquires the structure inherent in developed countries.
In the near future we should expect that will increase the interest of Western specialists in the Russian market design. Fashion for the design seized by Russia in a time when the world is experiencing a crisis of demand for design services. For example, the aggregate turnover of the 100 largest British companies, specializing in the design of brands, declined in 2001 to 10%, and staff designers working in these companies decreased from 3000 to 2500. It is not excluded that part of freeing up a lot of designers will find jobs in the Russian market design. If it happens, the result is unpredictable: this how can destabilize the world of our design, and finally lead to a sense of Russian corporations and designers to normalize the situation in the market design. No need to praise our designers – among professionals They are not the majority. Do not be afraid of our designers – they know their work is no worse than others by our experts. In the bulk, they are the same equal inhabitants of the Russian business world, like everyone else – managers, technicians, craftsmen. Therefore, if you do not mystify their activities, it becomes quite obvious that the problem of effective design as urgent and solvable in a general way, as, for example, the problem of effective management.