{"id":26904,"date":"2021-09-04T05:00:00","date_gmt":"2021-09-04T03:00:00","guid":{"rendered":"https:\/\/www.mzone.cz\/?p=26904"},"modified":"2021-05-14T14:54:06","modified_gmt":"2021-05-14T12:54:06","slug":"logo-a-vizualni-styl-jak-na-ne","status":"publish","type":"post","link":"https:\/\/www.mzone.cz\/en\/logo-a-vizualni-styl-jak-na-ne\/","title":{"rendered":"Jak na logo a vizu\u00e1ln\u00ed styl"},"content":{"rendered":"

Pokud chcete nov\u00e9 logo, m\u00e1te v podstat\u011b t\u0159i mo\u017enosti, jak toho dos\u00e1hnout. Bu\u010fto si ho nakresl\u00edte sami, p\u0159\u00edpadn\u011b ho nech\u00e1te vytvo\u0159it t\u0159eba va\u0161i nete\u0159, proto\u017ee moc p\u011bkn\u011b kresl\u00ed. Nebo oslov\u00edte grafika na voln\u00e9 noze. T\u0159et\u00ed mo\u017enost\u00ed je oslovit studio nebo agenturu, kter\u00e9 se specializuje na tvorbu zna\u010dky.<\/strong><\/p>
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Nete\u0159 v\u00e1m nakresl\u00ed logo, kter\u00e9 sice bude vypadat hezky a bude se v\u00e1m l\u00edbit, ale nejsp\u00ed\u0161 nebude plnit sv\u016fj \u00fa\u010del, respektive nebude se ani dob\u0159e aplikovat nebo bude obt\u00ed\u017en\u00e9 jej pou\u017e\u00edvat. \u201eNaproti tomu samostatn\u00fd designer bude \u0159e\u0161it u loga sp\u00ed\u0161e technick\u00e9 v\u011bci. Pokud chcete, aby logo plnilo va\u0161e c\u00edle a m\u011blo smysl, sv\u011b\u0159te jeho tvorbu specialist\u016fm na tvorbu zna\u010dek. T\u00edm se dost\u00e1v\u00e1m k tomu, co je kl\u00ed\u010dov\u00e9 stanovit, ne\u017e se do tvorby pust\u00edte,\u201c \u0159\u00edk\u00e1 Jan Bene\u0161, Art Director spole\u010dnosti Bene\u0161 & Michl<\/a>.<\/p>
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Logo nen\u00ed zna\u010dka<\/strong><\/h2>\n\n\n\n

Logo, stejn\u011b jako t\u0159eba design prodejny, polep firemn\u00edho vozu nebo to, jak funguje va\u0161e reklama\u010dn\u00ed odd\u011blen\u00ed, je sou\u010d\u00e1st\u00ed va\u0161\u00ed zna\u010dky a z\u00e1rove\u0148 kontaktn\u00ed bod (tzv. touchpoint), kde se klienti s va\u0161\u00ed zna\u010dkou setk\u00e1vaj\u00ed. Logo by m\u011blo oslovit spr\u00e1vnou c\u00edlovou skupinu a reflektovat smysl a hodnoty va\u0161\u00ed zna\u010dky.<\/p>
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\"Logo<\/figure>
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Vn\u00edm\u00e1n\u00ed loga jako sou\u010d\u00e1st zna\u010dky od nete\u0159e zkr\u00e1tka ne\u010dekejte. Pokud ani grafik nebude dostate\u010dn\u011b zku\u0161en\u00fd v tvorb\u011b zna\u010dky, tak ani u n\u011bj. O logu je pot\u0159eba p\u0159em\u00fd\u0161let v souvislostech a c\u00edle, kter\u00e9 m\u00e1 plnit do n\u011bj prom\u00edtnout.<\/p>\n\n\n\n

M\u00e1 va\u0161e zna\u010dka p\u016fsobit na klienty luxusn\u011b, dostupn\u011b, vesele nebo lacin\u011b? Logo, stejn\u011b jako ostatn\u00ed \u201etouchpointy\u201c, by tyto vlastnosti m\u011blo reflektovat.<\/p><\/blockquote>\n\n\n\n

\u201eTvorba loga ale i vizu\u00e1ln\u00edho stylu je v na\u0161em pod\u00e1n\u00ed p\u0159esn\u00fd proces, kde se v\u00fdsledek ka\u017ed\u00e9 \u010d\u00e1sti porovn\u00e1v\u00e1 s definovan\u00fdmi pot\u0159ebami, kter\u00e9 m\u00e1 vyjad\u0159ovat. Tou nejd\u016fle\u017eit\u011bj\u0161\u00ed \u010d\u00e1st\u00ed tvorby je spole\u010dn\u00fd workshop s klientem, kde analyzujeme pot\u0159eby, p\u0159ipravujeme re\u0161er\u0161e, prototypujeme a modelujeme \u0159e\u0161en\u00ed. V\u00fdsledkem je pak jasn\u00e1 specifikace, podle kter\u00e9 p\u0159esn\u011b v\u00edme, co bude logo nebo vizu\u00e1l obsahovat a jak jej budeme navrhovat,\u201c ilustruje Jan Bene\u0161.<\/p>
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Na workshopu se postupuje podle z\u00e1kladn\u00edch princip\u016f design thinking. Tedy, v prvn\u00edm kroku se definuje probl\u00e9m a ve druh\u00e9m se n\u00e1sledn\u011b hled\u00e1 \u0159e\u0161en\u00ed, kter\u00e9 se n\u00e1sledn\u011b ov\u011b\u0159uje. U tvorby loga nebo vizu\u00e1lu se probl\u00e9m definuje jako pot\u0159eby klienta a jeho o\u010dek\u00e1v\u00e1n\u00ed. N\u00e1sledn\u011b se hled\u00e1 nejlep\u0161\u00ed \u0159e\u0161en\u00ed, kter\u00e9 tyto c\u00edle pln\u00ed.<\/p>
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\"Tvorba<\/figure>
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Na workshopu se analyzuje c\u00edlov\u00fd obor, p\u0159ipravuje se re\u0161er\u0161e konkurence, tvo\u0159\u00ed se persony a detailn\u011b se definuje c\u00edlov\u00e1 skupina. Stanovuje se zp\u016fsob zpracov\u00e1n\u00ed loga, jeho specifick\u00e9 vlastnosti, z\u00e1kladn\u00ed p\u0159edstava o motivu a barevnosti, tonalita komunikace, p\u0159\u00edpadn\u011b dal\u0161\u00ed vlastnosti.<\/p>
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Skicov\u00e1n\u00ed<\/strong><\/h2>\n\n\n\n

Skici jsou to, co se jako prvn\u00ed klientovi prezentuje. Skic se prezentuje maxim\u00e1ln\u011b p\u011bt. Ne v\u00edce, proto\u017ee bychom ho zahltili a zt\u00ed\u017eili bychom mu rozhodov\u00e1n\u00ed. Ka\u017ed\u00fd n\u00e1vrh nav\u00edc komentuje design\u00e9r, kter\u00fd tak p\u0159ed\u00e1 jeho hlavn\u00ed my\u0161lenku. Skici n\u00e1sledn\u011b rozpracov\u00e1v\u00e1me v grafick\u00fdch programech. Zkou\u0161\u00ed se r\u016fzn\u00e9 techniky zpracov\u00e1n\u00ed a porovn\u00e1v\u00e1 se d\u00edl\u010d\u00ed zpracov\u00e1n\u00ed s p\u016fvodn\u00edm z\u00e1pisem, aby v\u00fdsledek st\u00e1le plnil o\u010dek\u00e1van\u00e9 c\u00edle. V\u00edt\u011bzn\u00e1 varianta se fin\u00e1ln\u011b lad\u00ed i po technick\u00e9 str\u00e1nce.<\/p>\n\n\n\n

\u201eFin\u00e1ln\u00edm v\u00fdstupem jsou exporty a manu\u00e1l loga, pota\u017emo vizu\u00e1ln\u00edho stylu, kter\u00fd definuje krom\u011b technick\u00fdch v\u011bc\u00ed i um\u00edst\u011bn\u00ed loga, kodifikace barev, definice grafick\u00fdch prvk\u016f, stanoven\u00fd postup pro dal\u0161\u00ed realizaci materi\u00e1l\u016f, zp\u016fsob aplikace vizu\u00e1ln\u00edho stylu, uk\u00e1zky pou\u017eit\u00ed a dal\u0161\u00ed up\u0159esn\u011bn\u00ed,\u201c \u0159\u00edk\u00e1 Jan Bene\u0161 s t\u00edm, \u017ee d\u00edky manu\u00e1lu pak m\u016f\u017eete poslat logo do v\u00fdroby, proto\u017ee budou v\u011bd\u011bt, jak s n\u00edm maj\u00ed pracovat.<\/p><\/blockquote>\n\n\n\n

Co je tedy na tvorb\u011b loga \u010di vizu\u00e1lu nejd\u016fle\u017eit\u011bj\u0161\u00ed? Na za\u010d\u00e1tku v\u011bnujte maximum sil a pozornosti pro stanoven\u00ed c\u00edl\u016f a o\u010dek\u00e1v\u00e1n\u00ed, kter\u00e1 m\u00e1 plnit. Jinak je to pro toho, kdo ho bude tvo\u0159it jen st\u0159\u00edlen\u00ed od boku. Pokud nebude plnit va\u0161e c\u00edle, tak jen vyhod\u00edte pen\u00edze oknem.<\/p>
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\"\"<\/a><\/figure>
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Zapome\u0148te na spros\u0165\u00e1rny! Tohle je opravdov\u00fd p\u0159\u00edb\u011bh vzniku loga zna\u010dky Renault<\/a><\/h4>
\n<\/div><\/div>","protected":false},"excerpt":{"rendered":"

Pokud chcete nov\u00e9 logo, m\u00e1te v podstat\u011b t\u0159i mo\u017enosti, jak toho dos\u00e1hnout. Bu\u010fto si ho nakresl\u00edte sami, p\u0159\u00edpadn\u011b ho nech\u00e1te vytvo\u0159it t\u0159eba va\u0161i nete\u0159, proto\u017ee moc p\u011bkn\u011b kresl\u00ed. Nebo oslov\u00edte grafika na voln\u00e9 noze. T\u0159et\u00ed mo\u017enost\u00ed je oslovit studio nebo agenturu, kter\u00e9 se specializuje na tvorbu zna\u010dky. Nete\u0159 v\u00e1m nakresl\u00ed logo, kter\u00e9 sice bude vypadat […]<\/p>\n","protected":false},"author":4,"featured_media":26906,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"kk_blocks_editor_width":"","_kiokenblocks_attr":"","_kiokenblocks_dimensions":"","footnotes":""},"categories":[25],"tags":[1382,4501,4498,2777,3605,4500,4499,490,2988,4502,4503,1677],"class_list":["post-26904","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-style","tag-grafika","tag-kreativa","tag-kreativita","tag-logo","tag-navrh","tag-navrhovani","tag-navrhy","tag-style","tag-tvorba","tag-vizual","tag-vizualni-styl","tag-znacka"],"yoast_head":"\nJak na logo a vizu\u00e1ln\u00ed styl - Mzone<\/title>\n<meta name=\"description\" content=\"Pokud chcete nov\u00e9 logo, m\u00e1te v podstat\u011b t\u0159i mo\u017enosti, jak toho dos\u00e1hnout. 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