{"id":1463,"date":"2019-12-13T11:27:42","date_gmt":"2019-12-13T10:27:42","guid":{"rendered":"https:\/\/justprint.sk\/blog\/?p=1463"},"modified":"2019-12-17T10:59:36","modified_gmt":"2019-12-17T09:59:36","slug":"vizualna-firemna-identita-co-treba-vediet","status":"publish","type":"post","link":"https:\/\/justprint.sk\/blog\/2019\/12\/vizualna-firemna-identita-co-treba-vediet\/","title":{"rendered":"Vizu\u00e1lna firemn\u00e1 identita \u2013 \u010do treba vedie\u0165?"},"content":{"rendered":"\n<p>Vizu\u00e1lna\nidentita je podstatou a tv\u00e1rou zna\u010dky. Ur\u010duje charakteristiku firmy a z\u00e1rove\u0148\nrozhoduje, ako bude vn\u00edman\u00e1. Za\u010dnime v\u0161ak od z\u00e1kladov \u2013 ako postupova\u0165 pri\npr\u00e1ci na syst\u00e9me vizu\u00e1lnej identity?<\/p>\n\n\n\n<!--more-->\n\n\n\n<h2 class=\"wp-block-heading\">Potrebujete vizu\u00e1lnu identitu?<\/h2>\n\n\n\n<p>Ke\u010f idete na\nobchodn\u00e9 stretnutie, starostlivo sa na\u0148 pripravujete merit\u00f3rne aj vizu\u00e1lne?\nZ\u00e1le\u017e\u00ed v\u00e1m na tom, aby ste urobili dobr\u00fd dojem? Ak v\u00e1m nez\u00e1le\u017e\u00ed na tom, ako V\u00e1s\nostatn\u00ed vn\u00edmaj\u00fa \u2013 u\u017e teraz m\u00f4\u017eete dokon\u010di\u0165 \u010d\u00edtanie. Ak v\u0161ak chcete vedome kreova\u0165\nem\u00f3cie a dojmy pr\u00edjemcov \u2013 je \u010das dozvedie\u0165 sa o syst\u00e9me vizu\u00e1lnej identity.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">\u010co je to vizu\u00e1lna firemn\u00e1 identita?<\/h2>\n\n\n\n<p>Vizu\u00e1lna\nidentita (zn\u00e1ma z angli\u010dtiny tie\u017e ako: CI, corporate identity alebo visual\nidentity) je vedom\u00e9 kreovanie imid\u017eu a identity firmy. Zah\u0155\u0148a predov\u0161etk\u00fdm\ngrafick\u00fd dizajn, ale aj sp\u00f4sob komunik\u00e1cie, hodnoty a \u0161t\u00fdl zna\u010dky. S\u00fa to\njednoducho konzistentn\u00e9 pravidl\u00e1, ktor\u00e9 umo\u017e\u0148uj\u00fa z\u00edska\u0165 o\u010dak\u00e1van\u00fd imid\u017e zna\u010dky\nv o\u010diach pr\u00edjemcov \u2013 a tak sa odl\u00ed\u0161i\u0165 od konkurencie. <\/p>\n\n\n\n<p>Syst\u00e9m vizu\u00e1lnej identity u\u013eah\u010duje prezent\u00e1ciu firmy navonok, ale tie\u017e zjednodu\u0161uje vn\u00fatorn\u00e9 postupy. V\u010faka nemu bude vytv\u00e1ranie firemn\u00fdch <strong>kalend\u00e1rov<\/strong>, <strong>vizitiek<\/strong> alebo <strong>plag\u00e1tov<\/strong> ove\u013ea jednoduch\u0161ie a v\u0161etky vytv\u00e1ran\u00e9 materi\u00e1ly bud\u00fa jednotn\u00e9 a profesion\u00e1lne.<\/p>\n\n\n\n<ul class=\"wp-block-gallery columns-1 is-cropped wp-block-gallery-1 is-layout-flex\"><li class=\"blocks-gallery-item\"><figure><img decoding=\"async\" loading=\"lazy\" width=\"960\" height=\"640\" src=\"https:\/\/justprint.sk\/blog\/wp-content\/uploads\/2019\/12\/budarch_fasada.png\" alt=\"\" data-id=\"1466\" data-link=\"https:\/\/justprint.sk\/blog\/?attachment_id=1466\" class=\"wp-image-1466\" srcset=\"https:\/\/justprint.sk\/blog\/wp-content\/uploads\/2019\/12\/budarch_fasada.png 960w, https:\/\/justprint.sk\/blog\/wp-content\/uploads\/2019\/12\/budarch_fasada-300x200.png 300w, https:\/\/justprint.sk\/blog\/wp-content\/uploads\/2019\/12\/budarch_fasada-768x512.png 768w, https:\/\/justprint.sk\/blog\/wp-content\/uploads\/2019\/12\/budarch_fasada-585x390.png 585w, https:\/\/justprint.sk\/blog\/wp-content\/uploads\/2019\/12\/budarch_fasada-263x175.png 263w\" sizes=\"(max-width: 960px) 100vw, 960px\" \/><\/figure><\/li><\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">\u010co poskytuje syst\u00e9m vizu\u00e1lnej identity?<\/h2>\n\n\n\n<p>D\u00f4sledn\u00e1 realiz\u00e1cia brandingu sa premieta do profesion\u00e1lneho imid\u017eu. Pr\u00e1ve od vizu\u00e1lnej identity z\u00e1vis\u00ed, ak\u00e9 em\u00f3cie a asoci\u00e1cie vzbud\u00ed dan\u00fd brand. Pr\u00e1ve ona je k\u013e\u00fa\u010dov\u00fdm rozli\u0161ovac\u00edm prvkom, ktor\u00fd vytv\u00e1ra prevahu na trhu. Z\u00e1sady IC sa naj\u010dastej\u0161ie zhroma\u017e\u010fuj\u00fa v brand booku (z\u00e1kladn\u00fd alebo roz\u0161\u00edren\u00fd) \u2013 a na jeho z\u00e1klade sa vytv\u00e1raj\u00fa r\u00f4zne materi\u00e1ly, ako aj tla\u010den\u00e9 reklamn\u00e9 materi\u00e1ly, ako s\u00fa napr. <a href=\"https:\/\/justprint.sk\/katalog_so_spiralou_\">katal\u00f3gy<\/a>. Patria sem aj <strong>vizitky<\/strong>, <strong>firemn\u00fd papier<\/strong> alebo <strong>foldre<\/strong>.\u00a0<\/p>\n\n\n\n<p>Proces\nbudovania imid\u017eu mus\u00ed zah\u0155\u0148a\u0165 poznatky o hist\u00f3rii, cie\u013eoch a charakteristike\nfirmy. Len tieto rozsiahle poznatky mo\u017eno prenies\u0165 do jazyka grafiky, farieb a\ntvarov. Zap\u00edsanie pravidiel do vizu\u00e1lnej knihy u\u013eah\u010duje firme zachova\u0165 si\njednotn\u00fd \u0161t\u00fdl, ktor\u00fd pretrv\u00e1 person\u00e1lne aj trhov\u00e9 zmeny. Ke\u010f je raz vyhotoven\u00e1,\npotom ve\u013ea zjednodu\u0161uje a umo\u017e\u0148uje zachova\u0165 jednotnos\u0165 materi\u00e1lov, aj ke\u010f ju\nvykon\u00e1vaj\u00fa r\u00f4zni tvorcovia.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">\u010co je to kniha vizu\u00e1lnej identity?<\/h2>\n\n\n\n<p>Naz\u00fdva sa aj Corporate Identity Guide, kniha identity, brand book alebo biblia vizu\u00e1lnej identity. Mus\u00ed obsahova\u0165 pokyny t\u00fdkaj\u00face sa spr\u00e1vneho pou\u017e\u00edvania loga, farieb, fontov a \u010fal\u0161\u00edch vizu\u00e1lnych prvkov. Corporate Identity Guide m\u00f4\u017ee by\u0165 vyhotoven\u00e1 ako ob\u0161\u00edrna \u0161t\u00fadia, ako aj vo forme skr\u00e1ten\u00e9ho brand booku. <\/p>\n\n\n\n<p>V\u0161etko znie\npekne, av\u0161ak za predpokladu, \u017ee vizu\u00e1lna identita bude dokonale premyslen\u00e1 a\nprisp\u00f4soben\u00e1 danej firme. O vizu\u00e1lnom \u00faspechu v skuto\u010dnosti rozhoduj\u00fa ciele,\nktor\u00e9 vznikli v koncep\u010dnej a strategickej f\u00e1ze.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" loading=\"lazy\" width=\"5184\" height=\"3456\" src=\"https:\/\/justprint.sk\/blog\/wp-content\/uploads\/2019\/12\/patrik-michalicka-r3iAqHb7JWs-unsplash-1.jpg\" alt=\"\" class=\"wp-image-1470\" srcset=\"https:\/\/justprint.sk\/blog\/wp-content\/uploads\/2019\/12\/patrik-michalicka-r3iAqHb7JWs-unsplash-1.jpg 5184w, https:\/\/justprint.sk\/blog\/wp-content\/uploads\/2019\/12\/patrik-michalicka-r3iAqHb7JWs-unsplash-1-300x200.jpg 300w, https:\/\/justprint.sk\/blog\/wp-content\/uploads\/2019\/12\/patrik-michalicka-r3iAqHb7JWs-unsplash-1-768x512.jpg 768w, https:\/\/justprint.sk\/blog\/wp-content\/uploads\/2019\/12\/patrik-michalicka-r3iAqHb7JWs-unsplash-1-1024x683.jpg 1024w, https:\/\/justprint.sk\/blog\/wp-content\/uploads\/2019\/12\/patrik-michalicka-r3iAqHb7JWs-unsplash-1-1170x780.jpg 1170w, https:\/\/justprint.sk\/blog\/wp-content\/uploads\/2019\/12\/patrik-michalicka-r3iAqHb7JWs-unsplash-1-1920x1280.jpg 1920w, https:\/\/justprint.sk\/blog\/wp-content\/uploads\/2019\/12\/patrik-michalicka-r3iAqHb7JWs-unsplash-1-585x390.jpg 585w, https:\/\/justprint.sk\/blog\/wp-content\/uploads\/2019\/12\/patrik-michalicka-r3iAqHb7JWs-unsplash-1-263x175.jpg 263w\" sizes=\"(max-width: 5184px) 100vw, 5184px\" \/><figcaption>Zdroj: Unsplash.com<\/figcaption><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">\u010co obsahuje brand book?<\/h2>\n\n\n\n<p>Brand book hovor\u00ed o samotnom logu, ale aj o \u010fal\u0161\u00edch prvkoch, ktor\u00e9 s\u00fa k\u013e\u00fa\u010dov\u00e9 pri vytv\u00e1ran\u00ed r\u00f4znych materi\u00e1lov. Brand book prezentuje firmu nielen vizu\u00e1lne, ale odpoved\u00e1 aj na ot\u00e1zky, ktor\u00e9 sa najpravdepodobnej\u0161ie objavia. Brand book u\u013eah\u010duje grafikom vytv\u00e1ranie <strong>katal\u00f3gov<\/strong>, <strong>firemn\u00e9ho papieru<\/strong> alebo <strong>reklamn\u00fdch stojanov<\/strong>.<\/p>\n\n\n\n<p><strong>V brand booku naj\u010dastej\u0161ie n\u00e1jdeme:<\/strong>&nbsp;<\/p>\n\n\n\n<ul><li>hist\u00f3riu\na zd\u00f4vodnenie loga, jeho z\u00e1kladn\u00fa verziu (spolu s pr\u00edpustn\u00fdmi modifik\u00e1ciami,\nskratkami a verziami \u2013 napr. so signetom, reklamn\u00fdm sloganom a bez);<\/li><li>vytvorenie\nloga (s opisom a proporciami, ktor\u00e9 sa \u010dasto nan\u00e1\u0161aj\u00fa na sie\u0165ku);<\/li><li>ochrann\u00fa\noblas\u0165 okolo loga (ochrann\u00e9 pole);&nbsp;<\/li><li>rozmer\nloga (\u0161k\u00e1lovate\u013enos\u0165, minim\u00e1lny a maxim\u00e1lny rozmer);&nbsp;<\/li><li>firemn\u00e9\nfarby;<\/li><li>odpor\u00fa\u010dan\u00fd\ntvar a ve\u013ekos\u0165 p\u00edsma.<\/li><\/ul>\n\n\n\n<p>Vizu\u00e1lna identita a brand book umo\u017e\u0148uj\u00fa zjednoti\u0165 v\u0161etky reklamn\u00e9 v\u00fdtla\u010dky. Rozhoduje o vzh\u013eade <strong>vizitky<\/strong>, firemn\u00e9ho <strong>katal\u00f3gu<\/strong>, ako aj <strong>obalov<\/strong>, <strong>bro\u017e\u00far<\/strong> alebo<strong><a href=\"https:\/\/justprint.sk\/hlavickovy_papier\"> hlavi\u010dkov\u00e9ho papiera<\/a><\/strong>.<\/p>\n\n\n\n<p><strong>Vedeli ste, \u017ee?<\/strong><\/p>\n\n\n\n<p>Do brand booku\n(knihy vizu\u00e1lnej identity) sa \u010dasto prid\u00e1va ove\u013ea viac prvkov ne\u017e len logo.\nBrand book m\u00f4\u017ee zah\u0155\u0148a\u0165 napr\u00edklad firemn\u00fd dress code, ozna\u010denie \u00e1ut,\nkancel\u00e1rske dekor\u00e1cie a dokonca aj ur\u010den\u00e9 v\u00f4ne v obchodoch alebo sal\u00f3noch. Vo\nve\u013emi ve\u013ek\u00fdch firm\u00e1ch b\u00fdva do postupov pridan\u00fd napr. aj odpor\u00fa\u010dan\u00fd sp\u00f4sob\nkomunik\u00e1cie a vedenia rozhovorov.<\/p>\n\n\n\n<ul class=\"wp-block-gallery columns-1 is-cropped wp-block-gallery-3 is-layout-flex\"><li class=\"blocks-gallery-item\"><figure><img decoding=\"async\" loading=\"lazy\" width=\"960\" height=\"580\" src=\"https:\/\/justprint.sk\/blog\/wp-content\/uploads\/2019\/12\/uniwersalne.png\" alt=\"\" data-id=\"1467\" data-link=\"https:\/\/justprint.sk\/blog\/?attachment_id=1467\" class=\"wp-image-1467\" srcset=\"https:\/\/justprint.sk\/blog\/wp-content\/uploads\/2019\/12\/uniwersalne.png 960w, https:\/\/justprint.sk\/blog\/wp-content\/uploads\/2019\/12\/uniwersalne-300x181.png 300w, https:\/\/justprint.sk\/blog\/wp-content\/uploads\/2019\/12\/uniwersalne-768x464.png 768w, https:\/\/justprint.sk\/blog\/wp-content\/uploads\/2019\/12\/uniwersalne-585x353.png 585w\" sizes=\"(max-width: 960px) 100vw, 960px\" \/><\/figure><\/li><\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">Vizu\u00e1lna identita v praxi<\/h2>\n\n\n\n<p>Ak m\u00e1te vyhotoven\u00fd brand book, umo\u017en\u00ed v\u00e1m to zjednoti\u0165 v\u0161etky reklamn\u00e9 a firemn\u00e9 tla\u010doviny. V\u010faka nim m\u00f4\u017eete vytv\u00e1ra\u0165 \u0161tylisticky jednotn\u00e9 <strong>vizitky<\/strong>, <strong>\u0161an\u00f3ny<\/strong> alebo <strong>kore\u0161ponden\u010dn\u00fd papier<\/strong>. V\u010faka pou\u017eitiu ust\u00e1len\u00e9ho syst\u00e9mu a farieb bude ka\u017ed\u00fd <strong>let\u00e1k<\/strong>, <strong>billboard<\/strong> alebo <strong>plag\u00e1t<\/strong> u\u017e na prv\u00fd poh\u013ead evokova\u0165 dan\u00fa zna\u010dku.&nbsp; V\u010faka brand booku netreba zaka\u017ed\u00fdm vym\u00fd\u0161\u013ea\u0165 v\u0161etko odznova. Tu ka\u017ed\u00fd, dokonca aj nov\u00fd grafik, bude vedie\u0165, ako vytvori\u0165 <strong>vizitku<\/strong>, <strong>kalend\u00e1r<\/strong> alebo reklamn\u00fd <strong>banner<\/strong>. Po\u010diato\u010dn\u00e9 v\u00fddavky sa ur\u010dite vr\u00e1tia s pr\u00eddavkom, a dan\u00e1 zna\u010dka s ka\u017ed\u00fdm \u010fal\u0161\u00edm mesiacom bude posil\u0148ova\u0165 svoju poz\u00edciu a pozit\u00edvny obraz v o\u010diach pr\u00edjemcov. <\/p>\n","protected":false},"excerpt":{"rendered":"<p>Vizu\u00e1lna identita je podstatou a tv\u00e1rou zna\u010dky. Ur\u010duje charakteristiku firmy a z\u00e1rove\u0148 rozhoduje, ako bude vn\u00edman\u00e1. Za\u010dnime v\u0161ak od z\u00e1kladov \u2013 ako postupova\u0165 pri pr\u00e1ci na syst\u00e9me vizu\u00e1lnej identity?<\/p>\n","protected":false},"author":1,"featured_media":1465,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[36,37,35],"tags":[],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/justprint.sk\/blog\/wp-json\/wp\/v2\/posts\/1463"}],"collection":[{"href":"https:\/\/justprint.sk\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/justprint.sk\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/justprint.sk\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/justprint.sk\/blog\/wp-json\/wp\/v2\/comments?post=1463"}],"version-history":[{"count":5,"href":"https:\/\/justprint.sk\/blog\/wp-json\/wp\/v2\/posts\/1463\/revisions"}],"predecessor-version":[{"id":1473,"href":"https:\/\/justprint.sk\/blog\/wp-json\/wp\/v2\/posts\/1463\/revisions\/1473"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/justprint.sk\/blog\/wp-json\/wp\/v2\/media\/1465"}],"wp:attachment":[{"href":"https:\/\/justprint.sk\/blog\/wp-json\/wp\/v2\/media?parent=1463"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/justprint.sk\/blog\/wp-json\/wp\/v2\/categories?post=1463"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/justprint.sk\/blog\/wp-json\/wp\/v2\/tags?post=1463"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}