{"id":117310,"date":"2020-10-20T11:12:05","date_gmt":"2020-10-20T09:12:05","guid":{"rendered":"https:\/\/www.drawplanet.cz\/drawstudy\/co-je-firemni-identita-10-zakladnich-pravidel-pro-vytvoreni-firemni-identity\/"},"modified":"2020-10-20T11:12:16","modified_gmt":"2020-10-20T09:12:16","slug":"co-je-firemni-identita-10-zakladnich-pravidel-pro-vytvoreni-firemni-identity","status":"publish","type":"post","link":"https:\/\/drawstudy.eu\/en\/co-je-firemni-identita-10-zakladnich-pravidel-pro-vytvoreni-firemni-identity\/","title":{"rendered":"Co je to firemn\u00ed identita. 10 z\u00e1kladn\u00edch pravidel pro vytvo\u0159en\u00ed firemn\u00ed identity"},"content":{"rendered":"

Identita je vizu\u00e1ln\u00ed slo\u017ekou zna\u010dky, jej\u00edm\u017e c\u00edlem je zv\u00fd\u0161it jej\u00ed hodnotu a vytvo\u0159it dojem integrity. Dobr\u00fd branding se neobejde bez dobr\u00e9 identity. <\/span>Identita zahrnuje v\u0161e, co souvis\u00ed s vizualizac\u00ed zna\u010dky, od loga a\u017e po doslova ka\u017ed\u00fd kousek pap\u00edru pou\u017e\u00edvan\u00fd spole\u010dnost\u00ed.<\/span><\/p>\n

Sjednocen\u00e1 firemn\u00ed identita vzbuzuje d\u016fv\u011bru mezi spot\u0159ebiteli a vytv\u00e1\u0159\u00ed dojem siln\u00e9 a prosperuj\u00edc\u00ed spole\u010dnosti. Identita v\u00fdrazn\u011b sni\u017euje mno\u017estv\u00ed \u010dasu a pen\u011bz, kter\u00e9 by musely b\u00fdt vynalo\u017eeny na reklamu. Promy\u0161len\u00e1 firemn\u00ed identita je jedn\u00edm z nejsiln\u011bj\u0161\u00edch n\u00e1stroj\u016f v sout\u011b\u017ei o m\u00edsto na v\u00fdslun\u00ed firem.<\/span><\/p>\n

\u00a0<\/span>Vytvo\u0159en\u00ed identity vy\u017eaduje v\u00fdvoj loga, sloganu, v\u00fdb\u011br vhodn\u00fdch p\u00edsem a barev pro ofici\u00e1ln\u00ed firemn\u00ed dokumentaci a pro reklamn\u00ed produkty, v\u00fdvoj atribut\u016f (vizitky, ob\u00e1lky, krabice atd.) <\/span>V\u00fdchoz\u00edm bodem p\u0159i vytv\u00e1\u0159en\u00ed identity je samoz\u0159ejm\u011b logo. N\u00e1vrh loga je \u010dasov\u011b nejn\u00e1ro\u010dn\u011bj\u0161\u00ed proces, tak\u017ee poj\u010fme na to!<\/span><\/p>\n

\"\" \"\"<\/p>\n

Jak vytvo\u0159it dobr\u00e9 logo<\/b><\/p>\n

    \n
  1. P\u0159edpokl\u00e1dejme, \u017ee jste se ji\u017e setkali se sv\u00fdm klientem a zn\u00e1te jeho po\u017eadavky a p\u0159edstavy. Za prv\u00e9 stoj\u00ed za to prozkoumat loga konkuren\u010dn\u00edch firem v tomto tr\u017en\u00edm segmentu. To je nezbytn\u00e9, abychom pochopili, jak\u00e9 techniky ji\u017e byly pou\u017eity, a abychom ud\u011blali n\u011bco \u00fapln\u011b jin\u00e9ho, \u200b\u200bne\u017e co ji\u017e existuje. Nej\u010dast\u011bji existuj\u00ed dva nebo t\u0159i hlavn\u00ed konkurenti, tak\u017ee mus\u00edme vz\u00edt v \u00favahu i barvy, proto\u017ee se nechceme mezi ostatn\u00edmi ztratit.<\/span><\/li>\n
  2. Pono\u0159te se do pole sv\u00e9ho klienta. Jen tak pochop\u00edte, kter\u00fdm sm\u011brem se mus\u00edte pohnout. Prozkoumejte cel\u00fd trh, kter\u00e9mu se klient v\u011bnuje. Nezapome\u0148te si zapsat v\u0161echny va\u0161e n\u00e1pady, kter\u00e9 se v tomto procesu objev\u00ed. V t\u00e9to f\u00e1zi byste m\u011bli po\u017e\u00e1dat klienta, aby v\u00e1m poskytl specialistu, kter\u00fd v\u00e1m odpov\u00ed na va\u0161e ot\u00e1zky a pom\u016f\u017ee v\u00e1m zjistit nuance.<\/span><\/li>\n<\/ol>\n

    \"\"<\/span><\/p>\n

      \n
    1. Ur\u010dete hlavn\u00ed krit\u00e9ria, kter\u00fdm se chcete vyhnout. Napi\u0161te seznam takov\u00fdch krit\u00e9ri\u00ed a uka\u017ete je klientovi, aby v\u00e1m \u0159ekl, zda se pohybujete spr\u00e1vn\u00fdm sm\u011brem, a v p\u0159\u00edpad\u011b pot\u0159eby je opravil.<\/span><\/li>\n
    2. Nyn\u00ed m\u016f\u017eete hledat inspiraci a n\u00e1pady. Nakreslete r\u016fzn\u00e9 alternativy, kter\u00e9 v\u00e1s napadaj\u00ed.<\/span><\/li>\n
    3. Pr\u00e1ce je t\u00e9m\u011b\u0159 hotov\u00e1. Nyn\u00ed mus\u00edte analyzovat sv\u00e9 n\u00e1pady a vybrat ty nejlep\u0161\u00ed. Neukazujte klientovi p\u0159\u00edli\u0161 mnoho mo\u017enost\u00ed, proto\u017ee by se mohl ztratit a mohlo by pro n\u011bj b\u00fdt t\u011b\u017ek\u00e9 se rozhodnout. Uka\u017ete sv\u00fdm koleg\u016fm p\u0159edb\u011b\u017en\u00e9 v\u00fdsledky, aby mohli vyhodnotit konstrukci loga a jeho originalitu. <\/span>Existuje celkem jednoduch\u00fd zp\u016fsob, jak se rozhodnout pro nejlep\u0161\u00ed mo\u017enost. V hlav\u011b se v\u00e1m ur\u010dit\u011b objev\u00ed my\u0161lenka \u201eK\u00e9\u017e by zrovna tohle logo vypadlo\u201c – takto se v\u00e1\u0161 mozek zbav\u00ed ro\u0161t\u00ed a pom\u016f\u017ee v\u00e1m se snadn\u011bji rozhodnout.<\/li>\n
    4. Upravte zb\u00fdvaj\u00edc\u00ed mo\u017enost a uka\u017ete je z\u00e1kazn\u00edkovi.\u00a0<\/span><\/li>\n<\/ol>\n

      Loga a kli\u0161\u00e9<\/b><\/p>\n

      Ur\u010dit\u011b v\u00e1s napadne spoustu druh\u016f log, na kter\u00e9 v\u00e1s skoro doslova bol\u00ed se pod\u00edvat. A\u0165 u\u017e je to zub, jablko nebo \u00fasm\u011bv na logu zubn\u00ed kliniky; list, strom nebo zem\u011bkoule na logu ekologick\u00e9 organizace; tlapky-psi-ko\u010dky-pt\u00e1ci na logu jak\u00e9koliv organizace souvisej\u00edc\u00ed s prac\u00ed se zv\u00ed\u0159aty. Seznam je t\u00e9m\u011b\u0159 nekone\u010dn\u00fd. Nic z toho u\u017e nikoho nenadchne.<\/span><\/p>\n

      Okam\u017eit\u011b se zbavte asociac\u00ed prvn\u00ed \u00farovn\u011b. Procvi\u010dte si rozv\u00edjen\u00ed sv\u00e9 fantazie cvi\u010den\u00edm, jako jsou tyto<\/b>:<\/span><\/p>\n

      Kreslete sv\u011btlo bez pou\u017eit\u00ed paprsk\u016f, \u017e\u00e1rovek, slunce nebo jin\u00fdch sv\u011bteln\u00fdch zdroj\u016f.<\/span><\/p>\n

      Nakreslete konzistenci.<\/span><\/p>\n

      Kreslete \u0161t\u011bst\u00ed, ani\u017e byste zobrazovali lidi a \u00fasm\u011bvy.<\/span><\/p>\n

      Je to jen n\u011bkolik p\u0159\u00edklad\u016f \u00fakol\u016f – je jich mnohem v\u00edce. Zkuste si vymyslet \u00fakol sami a nebo po\u017e\u00e1dejte kolegy.Hlavn\u00edm c\u00edlem je nau\u010dit se myslet mimo r\u00e1mec stereotyp\u016f a kli\u0161\u00e9.<\/span><\/p>\n

      Trendy<\/b><\/p>\n

      \"\"<\/p>\n

      Poku\u0161en\u00ed ud\u011blat logo podle posledn\u00edch m\u00f3dn\u00edch trend\u016f je velk\u00e9. Je ale t\u0159eba p\u0159ipomenout, \u017ee identita je n\u011bco, co se mus\u00ed za\u017e\u00edt a mus\u00ed spl\u0148ovat po\u017eadavky modern\u00edho sv\u011bta. Sta\u010d\u00ed se pod\u00edvat na logo Apple. Po v\u00edce ne\u017e 40 let se logo upgradovalo, ale nezm\u011bnilo svou podstatu. Toto je dokonal\u00fd p\u0159\u00edklad nad\u010dasov\u00e9 m\u00f3dy.<\/span><\/p>\n

      Nyn\u00ed, jak jsme sl\u00edbili, je zde 10 tip\u016f, kter\u00e9 v\u00e1m pomohou dostat se na kloub identit\u011b zna\u010dky. Trochu se p\u0159ekr\u00fdvaj\u00ed s v\u00fd\u0161e uveden\u00fdmi f\u00e1zemi vytvo\u0159en\u00ed loga, ale opakov\u00e1n\u00ed je matka moudrosti. Na prvn\u00ed pohled se m\u016f\u017ee zd\u00e1t, \u017ee je to velmi obt\u00ed\u017en\u00e9, ale podle n\u00ed\u017ee uveden\u00fdch tip\u016f to zvl\u00e1dnete!<\/span><\/p>\n

        \n
      1. Jako prvn\u00ed vytvo\u0159te strategii<\/span><\/li>\n<\/ol>\n

        P\u0159ed zah\u00e1jen\u00edm pr\u00e1ce na identit\u011b vytvo\u0159te seznam krit\u00e9ri\u00ed a vzor\u016f, kter\u00e9 budou ur\u010dovat budouc\u00ed firemn\u00ed identitu. V\u0161e proberte s klientem, abyste zabr\u00e1nili budouc\u00edm nedorozum\u011bn\u00edm.<\/span><\/p>\n

          \n
        1. Pr\u00e1ce s instrukt\u00e1\u017e\u00ed klienta<\/span><\/li>\n<\/ol>\n

          Prostudujte si v\u0161echny klientovi n\u00e1roky, na nic nezapome\u0148te.\u00a0<\/span><\/p>\n

            \n
          1. Prove\u010fte sv\u016fj vlastn\u00ed pr\u016fzkum<\/span><\/li>\n<\/ol>\n

            \"\"<\/span><\/p>\n

            Pochopte zna\u010dku – jej\u00ed historii, funkci a charakter. Extrahujte v\u0161echny nuance a pokuste se vytvo\u0159it identitu, kter\u00e1 odr\u00e1\u017e\u00ed zna\u010dku co nejp\u0159esn\u011bji a nejorigin\u00e1ln\u011bji. Inspiraci najdete p\u0159i pohledu na zna\u010dku konkurence.<\/span><\/p>\n

              \n
            1. Zeptejte se klienta co o\u010dek\u00e1v\u00e1<\/span><\/li>\n<\/ol>\n

              Ne, takov\u00e1 p\u0159\u00edm\u00e1 ot\u00e1zka samoz\u0159ejm\u011b klienta vyd\u011bs\u00ed. :) Po\u017e\u00e1dejte ho, aby provedl vlastn\u00ed pr\u016fzkum toho, co od zna\u010dky po\u017eaduje a co mu ud\u011bl\u00e1 radost. Na jeho odpov\u011bd\u00edch m\u016f\u017eete za\u010d\u00edt stav\u011bt a tak\u00e9 jasn\u011bji pochop\u00edte, co z\u00e1kazn\u00edk o\u010dek\u00e1v\u00e1.<\/span><\/p>\n

                \n
              1. Nezam\u011b\u0159ujte se jen na logo<\/span><\/li>\n<\/ol>\n

                \"\"<\/span><\/p>\n

                Logo je \u0161pendl\u00edk, kter\u00fd dr\u017e\u00ed celou identitu pohromad\u011b a d\u011bl\u00e1 ji rozpoznatelnou. A\u0165 tak \u010di onak, mus\u00ed b\u00fdt kolem n\u011bj vybudov\u00e1na cel\u00e1 firemn\u00ed identita. Nezam\u011b\u0159ujte se v\u0161ak \u00fapln\u011b jen na logo, je pot\u0159eba, aby identita a logo spolu fungovali jako celek.\u00a0<\/span><\/p>\n

                  \n
                1. Prozkoumejte sv\u00e9 konkurenty<\/span><\/li>\n<\/ol>\n

                  Jak jsme ji\u017e \u0159ekli, pod\u00edvejte se na to, co ji\u017e bylo vytvo\u0159eno p\u0159ed v\u00e1mi a zkuste ud\u011blat n\u011bco jin\u00e9ho. Zva\u017ete v\u0161echno: barvy, velikosti, tvary. Vzpome\u0148te si na spole\u010dnost Shell a jej\u00ed logo. Jak m\u016f\u017ee takov\u00e9 logo souviset s \u010derpac\u00edmi stanicemi? Nijak, jedn\u00e1 se v\u0161ak o ikonick\u00e9 logo, na kter\u00e9 t\u011b\u017eko zapomenete.<\/span><\/p>\n

                    \n
                  1. Neignorujte klienta<\/span><\/li>\n<\/ol>\n

                    Bez ohledu na to, jak jste zku\u0161en\u00ed, klient zn\u00e1 st\u00e1le sv\u016fj produkt l\u00e9pe ne\u017e kdokoliv jin\u00fd. Naslouchejte jeho p\u0159\u00e1n\u00edm a nepokou\u0161ejte se p\u0159\u00edli\u0161 experimentovat a p\u0159ij\u00edt s n\u011b\u010d\u00edm, co se mu nakonec nebude l\u00edbit. Ne\u0161\u0165astn\u00ed nakonec budete oba.<\/span><\/p>\n

                      \n
                    1. Nau\u010dte se sebeovl\u00e1d\u00e1n\u00ed<\/span><\/li>\n<\/ol>\n

                      V\u0161ichni zn\u00e1me klienty, kte\u0159\u00ed nev\u00ed co cht\u011bj\u00ed a v d\u016fsledku toho tr\u00e1p\u00ed chud\u00e1ka design\u00e9ra sv\u00fdmi neust\u00e1l\u00fdmi opravami. Pokuste se vytvo\u0159it omezen\u00fd v\u00fdb\u011br barev a p\u00edsem. Jak jsme \u0159ekli, d\u00edky p\u0159\u00edli\u0161 \u0161irok\u00e9mu v\u00fdb\u011bru mo\u017enost\u00ed se klient ztrat\u00ed. Usnadn\u011bte si pr\u00e1ci a klientovi dejte na v\u00fdb\u011br jen to nejlep\u0161\u00ed..<\/span><\/p>\n

                        \n
                      1. Zv\u00fdrazn\u011bte prvky zna\u010dky<\/span><\/li>\n<\/ol>\n

                        \"\"<\/span><\/p>\n

                        Ka\u017ed\u00e1 zna\u010dka m\u00e1 svoje vlastn\u00ed kouzlo, recept, tajnou p\u0159\u00edsadu, zp\u016fsob v\u00fdroby atd. N\u011bkdy je t\u011b\u017ek\u00e9 si toho v\u0161imnout, ale ur\u010dit\u011b tam n\u011bkde je. Zkuste to naj\u00edt a vtisknout to do identity zna\u010dky.\u00a0<\/span><\/p>\n

                          \n
                        1. Nezapome\u0148te na sv\u00e9 c\u00edlov\u00e9 publikum<\/span><\/li>\n<\/ol>\n

                          Nezapome\u0148te, \u017ee vytv\u00e1\u0159\u00edte korpor\u00e1tn\u00ed identitu, tzn. tv\u00e1\u0159 spole\u010dnosti. A pokud je v\u00e1\u0161 n\u00e1vrh nov\u00e9 tv\u00e1\u0159e pro c\u00edlov\u00e9 publikum firmy nep\u0159ijateln\u00fd, riskujete, \u017ee zkaz\u00edte image sv\u00e9ho klienta.\u00a0<\/span><\/p>\n

                          R\u00e1di byste se t\u0159eba v budoucnu v\u011bnovali grafick\u00e9mu designu profesion\u00e1ln\u011b? Pom\u016f\u017eeme v\u00e1m s d\u016fle\u017eit\u00fdmi z\u00e1klady, abyste m\u011bli na \u010dem stav\u011bt, p\u0159ihlaste se do Kurzu po\u010d\u00edta\u010dov\u00e9 grafiky pro za\u010d\u00e1te\u010dn\u00edky v Draw Planet. :)
                          \nhttps:\/\/www.drawplanet.cz\/drawstudy\/kurz\/kurz-pocitacove-grafiky-pro-zacatecniky\/<\/a><\/p>\n

                           <\/p>\n","protected":false},"excerpt":{"rendered":"

                          Identita je vizu\u00e1ln\u00ed slo\u017ekou zna\u010dky, jej\u00edm\u017e c\u00edlem je zv\u00fd\u0161it jej\u00ed hodnotu a vytvo\u0159it dojem integrity. Dobr\u00fd branding se neobejde bez dobr\u00e9 identity. Identita zahrnuje v\u0161e, co souvis\u00ed s vizualizac\u00ed zna\u010dky, od loga a\u017e po doslova ka\u017ed\u00fd kousek pap\u00edru pou\u017e\u00edvan\u00fd spole\u010dnost\u00ed. Sjednocen\u00e1 firemn\u00ed identita vzbuzuje d\u016fv\u011bru mezi spot\u0159ebiteli a vytv\u00e1\u0159\u00ed dojem siln\u00e9 a prosperuj\u00edc\u00ed spole\u010dnosti. Identita […]<\/p>\n","protected":false},"author":8,"featured_media":117299,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[2],"tags":[],"class_list":["post-117310","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog-en"],"acf":[],"yoast_head":"\nCo je to firemn\u00ed identita. 10 z\u00e1kladn\u00edch pravidel pro vytvo\u0159en\u00ed firemn\u00ed identity<\/title>\n<meta name=\"description\" content=\"Identita zahrnuje v\u0161e, co souvis\u00ed s vizualizac\u00ed zna\u010dky, od loga a\u017e po doslova ka\u017ed\u00fd kousek pap\u00edru pou\u017e\u00edvan\u00fd spole\u010dnost\u00ed.\" \/>\n<meta name=\"robots\" content=\"noindex, follow\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Co je to firemn\u00ed identita. 10 z\u00e1kladn\u00edch pravidel pro vytvo\u0159en\u00ed firemn\u00ed identity\" \/>\n<meta property=\"og:description\" content=\"Identita zahrnuje v\u0161e, co souvis\u00ed s vizualizac\u00ed zna\u010dky, od loga a\u017e po doslova ka\u017ed\u00fd kousek pap\u00edru pou\u017e\u00edvan\u00fd spole\u010dnost\u00ed.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/drawstudy.eu\/en\/co-je-firemni-identita-10-zakladnich-pravidel-pro-vytvoreni-firemni-identity\/\" \/>\n<meta property=\"og:site_name\" content=\"Draw Study\" \/>\n<meta property=\"article:published_time\" content=\"2020-10-20T09:12:05+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2020-10-20T09:12:16+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/drawstudy.eu\/wp-content\/uploads\/sites\/3\/2020\/10\/ad733eafba83c8d96a3c4bc7439ebe6d-e1603184888712.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"564\" \/>\n\t<meta property=\"og:image:height\" content=\"846\" \/>\n\t<meta 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