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3 years, 5 months ago
Hi, Habr!

Today let's talk about industrial branding. Namely — about the Kalashnikov. On the website the Structure was published by opinions on recently presented logo, and the website of the weapon Kalashnikov brand lies here. All perfectly know that it is a domestic legend, but that's it as "legend" — it does not look.

Let's shed a few tears we will look at this logo. And on the website.

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At first sight defense industry – sector which does not demand any special delicacy in giving and registration. With another, so far as concerns a legendary brand — about "Kalashnikov", a military ascesis personally seem to me inappropriate. Look once again at the website and at logs which last fall Lebedev picked to pieces, having christened a logo "the sovok shit drawn with an unsteady hand". It is possible to agree with this opinion of Artemy or not, but, having visited the main page of our main weapon enterprise, necessarily you begin to share his point of view.

Logo and truth sovok and too tight and short. After all two most important characteristics of a successful log: memorability and compactness. And for the sake of the last designers occasionally, refuse very beautiful logos what, for example, was the first logs of Apple. But as it was low-recognizable and insufficiently simple, it had to be discarded. Right there the logo, on the one hand, which is not memorable and bulky, with another – absolutely ugly. More precisely, memorable, but signed minus. One only the letter "K" of what spread on an oval costs.

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Perhaps, such website in itself is pertinent. For some fishing bench, but definitely not for a large world famous brand. Just provide if head departments of multinational corporation had such website. Yes, besides, defense industry – the sphere specific. But if, say, to visit the website of Czechs Č eská zbrojovka a.s. or Americans of Springfield Armory – for some reason do not arise special questions concerning design and convenience of platforms. Giving is worthy, a design modern, competent. At once it is visible that the vendor is confident in the steepness of the products.

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Of course, having passed on a number of the foreign websites of the weapon enterprises, it is possible to feel lamp heat of the Internet portals of the end of the 1990th with godlessly outdated design and tasteless pictures. But, you see, one business – the website of the companies known to a narrow circle of specialists, another – the website nearly the most famous armorers in the world.

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At the same time the website of "Kalashnikov" reminds an Internet site of provincial shop "Hunting and Fishing" much more. A separate subject – a design of sections of the website, which as if it is torn off from the amateur websites of fans of the Soviet automotive industry.

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On the website the huge number of the elements which are not combined among themselves is used: since use of an unclear color box (black, absolutely empty spot of a footer, graduated fill of a grid under the main roundabout, differently "cut off" borders of a roundabout and a footer).

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During creation of a resource it is better to do the completed pages at once. In attempts to make the directory of products, not only mistakes in content are made, but also important, but absolutely idle function of viewing of dealers is added (takes away on the empty section with the text "Text here..."):

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Clear business, the weapon website – business thin. It is unlikely the state enterprise will do an entertaining resource of the Internet site. But also, having passed according to pages of the website of "Kalashnikov", there is some oppressive and sad feeling, as after pass along corridors of old state institutions with ragged paint on walls. Developers of the website of power and the steepness of a brand, definitely do not feel.

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Verdict


— slow generation of the page;
— the caching in the user's browser is not configured;
— the connected JavaScript in library and other static resources is not optimized; 
— imposition of the website is executed non-optimal, because of it the reduced speed of updating of the website;
— the main page of the website weighs 1,7 MB (that complicates loading of the page for users with a low speed of the Internet);
— there is no adaptivity

The website and logs are stuck obviously together quick. For some reason necessarily the term "scoop" is on the tip of the tongue.

Trouble of our defense industry – absolute unwillingness to understand that in the modern world (there are already a lot of years) the website is the business card, and a logo – face of the firm. Right there registration and giving were extremely basten, in the spirit of "vodka-nested doll-balalaika-reorganization". Rebranding of the company is necessary quickly until some clever men to a present logo also a bear with a cap with ear-flaps finished drawing.

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This article is a translation of the original post at geektimes.ru/post/222025/
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