{"id":12842,"date":"2019-09-11T17:30:18","date_gmt":"2019-09-11T15:30:18","guid":{"rendered":"https:\/\/www.mzone.cz\/?p=12842"},"modified":"2019-09-11T07:53:32","modified_gmt":"2019-09-11T05:53:32","slug":"volkswagen-meni-design-znacky-i-logo","status":"publish","type":"post","link":"https:\/\/www.mzone.cz\/en\/volkswagen-meni-design-znacky-i-logo\/","title":{"rendered":"Volkswagen m\u011bn\u00ed design zna\u010dky i logo"},"content":{"rendered":"

Opona se zved\u00e1 a paprsky reflektor\u016f dopadaj\u00ed na \u201eNew Volkswagen\u201c. Zna\u010dka Volkswagen odhalila v p\u0159edve\u010der prvn\u00edho tiskov\u00e9ho dne mezin\u00e1rodn\u00edho autosalonu IAA ve Frankfurtu nad Mohanem sv\u00e9 nov\u00e9 logo a nov\u00fd design zna\u010dky. Touto sv\u011btovou premi\u00e9rou, spole\u010dn\u011b s p\u0159edstaven\u00edm elektromobilu ID.31, za\u010d\u00edn\u00e1 podle automobilky nov\u00e1 \u00e9ra pro Volkswagen.<\/strong><\/p>
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Budoucnost zna\u010dky Volkswagen je dle vlastn\u00edch slov elektrick\u00e1, s\u00ed\u0165ov\u011b propojen\u00e1 a s neutr\u00e1ln\u00ed bilanc\u00ed emis\u00ed oxidu uhli\u010dit\u00e9ho. VW vytvo\u0159il sv\u00fdm nov\u00fdm designem glob\u00e1ln\u011b jednotn\u00e9, komplexn\u00ed z\u00e1\u017eitky se zna\u010dkou v modern\u011bj\u0161\u00edm a autenti\u010dt\u011bj\u0161\u00edm pojet\u00ed.<\/p>\n\n\n\n

Nov\u00e9 logo Volkswagen s ploch\u00fdm, dvourozm\u011brn\u00fdm designem je \u010dist\u011bj\u0161\u00ed a bylo minimalizov\u00e1no na sv\u00e9 nejd\u016fle\u017eit\u011bj\u0161\u00ed prvky. Design zna\u010dky a logo se vyzna\u010duj\u00ed vysokou m\u00edrou flexibility a jsou koncipov\u00e1ny pro digit\u00e1ln\u00ed vyu\u017eit\u00ed.<\/p><\/blockquote>\n\n\n\n

Nov\u00fd design zna\u010dky Volkswagen pat\u0159\u00ed mezi nejv\u011bt\u0161\u00ed rebrandingov\u00e9 kampan\u011b na sv\u011bt\u011b. P\u0159echod na nov\u00fd design zna\u010dky bude dokon\u010den v polovin\u011b roku 2020.<\/p>
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\u201eS nov\u00fdm designem zna\u010dky za\u010d\u00edn\u00e1 pro Volkswagen nov\u00e1 \u00e9ra,\u201c \u0159\u00edk\u00e1 J\u00fcrgen Stackmann, \u010dlen p\u0159edstavenstva zna\u010dky, odpov\u011bdn\u00fd za prodej, marketing a poprodejn\u00ed slu\u017eby. \u201eFormulov\u00e1n\u00edm nov\u00e9ho obsahu a nov\u00fdmi produkty proch\u00e1z\u00ed zna\u010dka z\u00e1sadn\u00ed transformac\u00ed sm\u011brem k budoucnosti s neutr\u00e1ln\u00ed bilanc\u00ed emis\u00ed pro v\u0161echny. Nyn\u00ed nastal spr\u00e1vn\u00fd okam\u017eik k tomu, abychom zviditelnili nov\u00fd postoj na\u0161\u00ed zna\u010dky p\u0159ed cel\u00fdm sv\u011btem,\u201c vysv\u011btluje.<\/p>
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\u201eNew Volkswagen\u201c je patrn\u00fd v designu vozidel, ve vztaz\u00edch se z\u00e1kazn\u00edky i v celkov\u00e9 prezentaci zna\u010dky. Nov\u00fd design zna\u010dky se t\u00fdk\u00e1 obou zna\u010dek, Volkswagen osobn\u00ed vozy i Volkswagen U\u017eitkov\u00e9 vozy.<\/p>
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Volkswagen p\u0159edstav\u00ed ve Frankfurtu T-Roc v kabriu<\/a><\/h4>
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Na v\u00fdvoji nov\u00e9 korpor\u00e1tn\u00ed identity se v\u00fdznamn\u011b pod\u00edlel \u0161\u00e9fdesign\u00e9r Volkswagenu Klaus Bischoff: \u201eS nov\u00fdm designem zna\u010dky jsme vytvo\u0159ili autentickou komunika\u010dn\u00ed platformu pro emocion\u00e1ln\u00ed prezentaci elektromobility. Ukazujeme Volkswagen budoucnosti s mottem \u201adigital first\u2018 a \u201ano filter\u2018,\u201c \u0159\u00edk\u00e1 Bischoff.<\/p>\n\n\n\n

Jochen Sengpiehl, vedouc\u00ed marketingu zna\u010dky Volkswagen, vysv\u011btluje: \u201eVytvo\u0159ili jsme nov\u00e9 holistick\u00e9 glob\u00e1ln\u00ed z\u00e1\u017eitky se zna\u010dkou ve v\u0161ech komunika\u010dn\u00edch kan\u00e1lech a na v\u0161ech m\u00edstech kontaktu se z\u00e1kazn\u00edkem. V budoucnosti ji\u017e nebude na\u0161\u00edm c\u00edlem ukazovat dokonal\u00fd reklamn\u00ed sv\u011bt. Chceme b\u00fdt v na\u0161em vystupov\u00e1n\u00ed lid\u0161t\u011bj\u0161\u00ed a \u017eiv\u011bj\u0161\u00ed, nahl\u00ed\u017eet v\u00edce z perspektivy z\u00e1kazn\u00edka a vypr\u00e1v\u011bt autentick\u00e9 p\u0159\u00edb\u011bhy.\u201c <\/p><\/blockquote>\n\n\n\n

Strategick\u00e9 z\u00e1klady nov\u00e9ho designu zna\u010dky nebyly polo\u017eeny extern\u00edmi agenturami, ale spole\u010dn\u00fdm t\u00fdmem design\u00e9rsk\u00e9ho a marketingov\u00e9ho odd\u011blen\u00ed zna\u010dky Volkswagen. Realizace projektu prob\u011bhla za \u00fa\u010dasti v\u0161ech odd\u011blen\u00ed spole\u010dnosti zcela integrovan\u00fdm zp\u016fsobem v rekordn\u00ed dob\u011b dev\u00edti m\u011bs\u00edc\u016f na z\u00e1klad\u011b inovativn\u00edho v\u016fd\u010d\u00edho konceptu, kter\u00fd Volkswagen vytvo\u0159il speci\u00e1ln\u011b k tomuto \u00fa\u010delu. Projektu se z\u00fa\u010dastnilo celkem 19 intern\u00edch t\u00fdm\u016f a 17 extern\u00edch agentur.<\/p>
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Mezin\u00e1rodn\u00ed uv\u00e1d\u011bn\u00ed nov\u00e9ho designu zna\u010dky za\u010dlo v z\u00e1\u0159\u00ed na mezin\u00e1rodn\u00edm autosalonu IAA ve Frankfurtu nad Mohanem. Cel\u00fd proces byl soub\u011b\u017en\u011b s ve\u010derem koncernu Volkswagen zah\u00e1jen odhalen\u00edm nov\u00e9ho loga na v\u00fd\u0161kov\u00e9 budov\u011b centr\u00e1ly spole\u010dnosti ve Wolfsburgu. P\u0159echod bude realizov\u00e1n s optimalizovan\u00fdmi n\u00e1klady a \u0161etrn\u00fdm vyu\u017e\u00edv\u00e1n\u00edm zdroj\u016f v n\u011bkolika vln\u00e1ch. Jako prvn\u00ed jsou na \u0159ad\u011b v\u00fdrobn\u00ed z\u00e1vody zna\u010dky a prodejci v Evrop\u011b, v \u0159\u00edjnu bude n\u00e1sledovat \u010c\u00edna a od za\u010d\u00e1tku roku 2020 postupn\u011b Severn\u00ed a Ji\u017en\u00ed Amerika a ostatn\u00ed sv\u011btov\u00e9 regiony. P\u0159echod bude dokon\u010den do poloviny p\u0159\u00ed\u0161t\u00edho roku. Rebranding Volkswagenu se za\u0159ad\u00ed mezi nejv\u011bt\u0161\u00ed akce sv\u00e9ho druhu v glob\u00e1ln\u00edm automobilov\u00e9m pr\u016fmyslu. Celkem se bude t\u00fdkat 171 trh\u016f ve 154 zem\u00edch. U v\u00edce ne\u017e 10 000 prodejn\u00edch a servisn\u00edch partner\u016f na cel\u00e9m sv\u011bt\u011b bude vym\u011bn\u011bno cca 70 000 log.<\/p>
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Nejrychlej\u0161\u00ed elektromobil? Volkswagen ID.R trhl na N\u00fcrburgringu rekord!<\/a><\/h4>
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Symbolem a obchodn\u00ed zna\u010dkou je nov\u00e9 logo, kter\u00e9 je modern\u011bj\u0161\u00ed, \u010dist\u011bj\u0161\u00ed a jednodu\u0161\u0161\u00ed. Logo bylo redukov\u00e1no na podstatn\u00e9 sou\u010d\u00e1sti. D\u00edky nov\u00e9mu plo\u0161\u0161\u00edmu vzhledu ve form\u00e1tu 2D bude flexibiln\u011b pou\u017eiteln\u00e9 a v digit\u00e1ln\u00edch m\u00e9di\u00edch skv\u011ble rozpoznateln\u00e9. Dosavadn\u00ed logo pou\u017e\u00edvalo modrou a b\u00edlou barvu. Nyn\u00ed byl p\u0159id\u00e1n nov\u00fd odst\u00edn modr\u00e9, kter\u00fd umo\u017e\u0148uje dal\u0161\u00ed barevn\u00e9 varianty. Vzhledem k tomu, \u017ee je nyn\u00ed extr\u00e9mn\u011b d\u016fle\u017eit\u00e9 digit\u00e1ln\u00ed vyu\u017eit\u00ed s jednoduch\u00fdm, u\u017eivatelsky p\u0159\u00edv\u011btiv\u00fdm rozhran\u00edm, bude logo v budoucnosti flexibiln\u011b umis\u0165ov\u00e1no s nov\u00fdm \u201epohybliv\u00fdm r\u00e1me\u010dkem\u201c.<\/p>
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Poprv\u00e9 bude m\u00edt zna\u010dka Volkswagen tak\u00e9 sv\u00e9 zvukov\u00e9 logo, kter\u00e9 nahrad\u00ed dosavadn\u00ed slogan zna\u010dky. Zna\u010dka Volkswagen tak bude odli\u0161ena tak\u00e9 zvukov\u011b, a to jak ve vozidlech, tak i v komunikaci.<\/p>
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Nov\u00fd vizu\u00e1ln\u00ed styl zna\u010dky bude v\u00fdrazn\u011b odli\u0161n\u00fd od dosavadn\u00edho zp\u016fsobu, j\u00edm\u017e se Volkswagen prezentoval \u2013 bude odv\u00e1\u017en\u011bj\u0161\u00ed a barevn\u011b pest\u0159ej\u0161\u00ed. St\u0159edem pozornosti budou lid\u00e9. Volkswagen se ji\u017e nebude soust\u0159edit na dokonal\u00e9 fotografie vozidel. V budoucnosti bude hlavn\u00edm c\u00edlem ukazovat realistick\u00e9 situace, s nimi\u017e se mohou z\u00e1kazn\u00edci identifikovat.<\/p>\n\n\n\n

V p\u0159\u00edpad\u011b vozidel bude hr\u00e1t kl\u00ed\u010dovou roli v komunikaci tak\u00e9 sv\u011btlo. Osv\u011btlen\u00ed je modern\u00ed obdobou chromov\u00e1n\u00ed. V budoucnosti bude logo osv\u011btlen\u00e9, na vozidlech, na v\u00fdrobn\u00edch z\u00e1vodech i u prodejc\u016f.<\/p><\/blockquote>\n\n\n\n

Tak\u00e9 u prodejc\u016f bude hr\u00e1t kl\u00ed\u010dovou roli logo, pohybliv\u00fd r\u00e1me\u010dek a sv\u011btlo. \u00da\u010delem je vytv\u00e1\u0159et p\u0159\u00edjemnou atmosf\u00e9ru. Celkov\u00e9 n\u00e1klady pro prodejce budou na nejni\u017e\u0161\u00ed mo\u017en\u00e9 \u00farovni. Z architektonick\u00e9ho hlediska z\u016fstanou vnit\u0159n\u00ed prostory dealerstv\u00ed beze zm\u011bn.<\/p>
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Volkswagen pou\u017e\u00edval po n\u011bkolik desetilet\u00ed k prezentaci sv\u00fdch vozidel a k reklamn\u00edm \u00fa\u010del\u016fm mu\u017esk\u00fd hlas. Zna\u010dka bude nyn\u00ed hovo\u0159it \u017eensk\u00fdm hlasem. Na t\u00e9m\u011b\u0159 v\u0161ech trz\u00edch bude za zna\u010dku Volkswagen promlouvat \u017eena se srde\u010dn\u00fdm, p\u0159\u00edjemn\u00fdm a sebev\u011bdom\u00fdm hlasem.<\/p>
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A co \u0159\u00edk\u00e1te na nov\u00e9 logo i vizu\u00e1ln\u00ed styl zna\u010dky vy? L\u00edb\u00ed se v\u00e1m? Pod\u011blte se o sv\u016fj n\u00e1zor v koment\u00e1\u0159\u00edch!<\/strong><\/p>","protected":false},"excerpt":{"rendered":"

Opona se zved\u00e1 a paprsky reflektor\u016f dopadaj\u00ed na \u201eNew Volkswagen\u201c. Zna\u010dka Volkswagen odhalila v p\u0159edve\u010der prvn\u00edho tiskov\u00e9ho dne mezin\u00e1rodn\u00edho autosalonu IAA ve Frankfurtu nad Mohanem sv\u00e9 nov\u00e9 logo a nov\u00fd design zna\u010dky. Touto sv\u011btovou premi\u00e9rou, spole\u010dn\u011b s p\u0159edstaven\u00edm elektromobilu ID.31, za\u010d\u00edn\u00e1 podle automobilky nov\u00e1 \u00e9ra pro Volkswagen. Budoucnost zna\u010dky Volkswagen je dle vlastn\u00edch slov elektrick\u00e1, […]<\/p>\n","protected":false},"author":4,"featured_media":12844,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"kk_blocks_editor_width":"","_kiokenblocks_attr":"","_kiokenblocks_dimensions":"","footnotes":""},"categories":[69],"tags":[585,82,462,1541,159,2779,2780,2777,16,2090,644,2738,629,2091,1677,2778],"class_list":["post-12842","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-auto-moto","tag-auta","tag-auto","tag-auto-moto","tag-autosalon","tag-design","tag-frankfurt-nad-mohanem","tag-iaa","tag-logo","tag-novinka","tag-promena","tag-symbol","tag-volkswagen","tag-vzhled","tag-zmena","tag-znacka","tag-znak"],"yoast_head":"\nVolkswagen m\u011bn\u00ed design zna\u010dky i logo - Mzone<\/title>\n<meta name=\"description\" content=\"Opona se zved\u00e1 a paprsky reflektor\u016f dopadaj\u00ed na \u201eNew Volkswagen\u201c. Zna\u010dka Volkswagen odhalila v p\u0159edve\u010der prvn\u00edho tiskov\u00e9ho dne mezin\u00e1rodn\u00edho autosalonu IAA ve Frankfurtu nad Mohanem sv\u00e9 nov\u00e9 logo a nov\u00fd design zna\u010dky. Touto sv\u011btovou premi\u00e9rou, spole\u010dn\u011b s p\u0159edstaven\u00edm elektromobilu ID.31, za\u010d\u00edn\u00e1 podle automobilky nov\u00e1 \u00e9ra pro Volkswagen.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.mzone.cz\/en\/volkswagen-meni-design-znacky-i-logo\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Volkswagen m\u011bn\u00ed design zna\u010dky i logo - Mzone\" \/>\n<meta property=\"og:description\" content=\"Opona se zved\u00e1 a paprsky reflektor\u016f dopadaj\u00ed na \u201eNew Volkswagen\u201c. 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Touto sv\u011btovou premi\u00e9rou, spole\u010dn\u011b s p\u0159edstaven\u00edm elektromobilu ID.31, za\u010d\u00edn\u00e1 podle automobilky nov\u00e1 \u00e9ra pro Volkswagen.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.mzone.cz\/en\/volkswagen-meni-design-znacky-i-logo\/\" \/>\n<meta property=\"og:site_name\" content=\"Mzone\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/MzoneCZ\/\" \/>\n<meta property=\"article:published_time\" content=\"2019-09-11T15:30:18+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.mzone.cz\/wp-content\/uploads\/2019\/09\/volkswagen_logo.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"2146\" \/>\n\t<meta property=\"og:image:height\" content=\"1431\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Mzone\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Mzone\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"6 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.mzone.cz\\\/volkswagen-meni-design-znacky-i-logo\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.mzone.cz\\\/volkswagen-meni-design-znacky-i-logo\\\/\"},\"author\":{\"name\":\"Mzone\",\"@id\":\"https:\\\/\\\/www.mzone.cz\\\/#\\\/schema\\\/person\\\/9bc20cc422a99cac4af6ff9297da32d4\"},\"headline\":\"Volkswagen m\u011bn\u00ed design zna\u010dky i logo\",\"datePublished\":\"2019-09-11T15:30:18+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.mzone.cz\\\/volkswagen-meni-design-znacky-i-logo\\\/\"},\"wordCount\":1144,\"commentCount\":0,\"image\":{\"@id\":\"https:\\\/\\\/www.mzone.cz\\\/volkswagen-meni-design-znacky-i-logo\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.mzone.cz\\\/wp-content\\\/uploads\\\/2019\\\/09\\\/volkswagen_logo.jpg\",\"keywords\":[\"auta\",\"Auto\",\"auto-moto\",\"autosalon\",\"design\",\"Frankfurt nad Mohanem\",\"IAA\",\"logo\",\"Novinka\",\"prom\u011bna\",\"symbol\",\"Volkswagen\",\"vzhled\",\"zm\u011bna\",\"zna\u010dka\",\"znak\"],\"articleSection\":[\"Auto-moto\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/www.mzone.cz\\\/volkswagen-meni-design-znacky-i-logo\\\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.mzone.cz\\\/volkswagen-meni-design-znacky-i-logo\\\/\",\"url\":\"https:\\\/\\\/www.mzone.cz\\\/volkswagen-meni-design-znacky-i-logo\\\/\",\"name\":\"Volkswagen m\u011bn\u00ed design zna\u010dky i logo - Mzone\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.mzone.cz\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/www.mzone.cz\\\/volkswagen-meni-design-znacky-i-logo\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/www.mzone.cz\\\/volkswagen-meni-design-znacky-i-logo\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.mzone.cz\\\/wp-content\\\/uploads\\\/2019\\\/09\\\/volkswagen_logo.jpg\",\"datePublished\":\"2019-09-11T15:30:18+00:00\",\"author\":{\"@id\":\"https:\\\/\\\/www.mzone.cz\\\/#\\\/schema\\\/person\\\/9bc20cc422a99cac4af6ff9297da32d4\"},\"description\":\"Opona se zved\u00e1 a paprsky reflektor\u016f dopadaj\u00ed na \u201eNew Volkswagen\u201c. 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