{"id":1511,"date":"2019-12-13T11:27:52","date_gmt":"2019-12-13T10:27:52","guid":{"rendered":"https:\/\/justprint.cz\/blog\/?p=1511"},"modified":"2019-12-17T10:39:41","modified_gmt":"2019-12-17T09:39:41","slug":"firemni-identita-co-byste-meli-vedet","status":"publish","type":"post","link":"https:\/\/justprint.cz\/blog\/firemni-identita-co-byste-meli-vedet\/","title":{"rendered":"Firemn\u00ed identita \u2013 co byste m\u011bli v\u011bd\u011bt?"},"content":{"rendered":"\n<p>Firemn\u00ed\nidentita je podstatou a tv\u00e1\u0159\u00ed zna\u010dky. Vymezuje osobnost firmy a ur\u010duje, jak\nbude vn\u00edm\u00e1na. Za\u010dn\u011bme ale od z\u00e1klad\u016f \u2013 jak vytvo\u0159it syst\u00e9m firemn\u00ed identity?<\/p>\n\n\n\n<!--more-->\n\n\n\n<h2>Pot\u0159ebujete v\u016fbec firemn\u00ed identitu?<\/h2>\n\n\n\n<p>P\u0159ipravujete\nse pe\u010dliv\u011b, kdy\u017e jdete na obchodn\u00ed jedn\u00e1n\u00ed \u2013 z v\u011bcn\u00e9ho i vizu\u00e1ln\u00edho hlediska?\nChcete ud\u011blat dobr\u00fd dojem? Pokud v\u00e1m nez\u00e1le\u017e\u00ed na tom, jak v\u00e1s vn\u00edmaj\u00ed ostatn\u00ed \u2013\nm\u016f\u017eete hned te\u010f p\u0159estat \u010d\u00edst. Pokud v\u0161ak chcete v\u011bdom\u011b vytv\u00e1\u0159et emoce a dojmy\np\u0159\u00edjemc\u016f \u2013 je \u010das se sezn\u00e1mit se syst\u00e9mem firemn\u00ed identity.<\/p>\n\n\n\n<h2>Co je firemn\u00ed identita?<\/h2>\n\n\n\n<p>Firemn\u00ed\nidentita (v anglick\u00e9m jazyce naz\u00fdvan\u00e1: CI, corporate identity nebo visual\nidentity) je v\u011bdom\u00e9 vytv\u00e1\u0159en\u00ed image a identity spole\u010dnosti. Zahrnuje p\u0159edev\u0161\u00edm\ngrafickou \u00fapravu, ale tak\u00e9 zp\u016fsob komunikace, hodnoty a osobnost zna\u010dky.\nJednodu\u0161e jde o sjednocen\u00e1 pravidla, kter\u00e1 v\u00e1m umo\u017e\u0148uj\u00ed z\u00edskat o\u010dek\u00e1van\u00fd image\nzna\u010dky v o\u010d\u00edch p\u0159\u00edjemc\u016f, a t\u00edmto se odli\u0161it od konkurence. <\/p>\n\n\n\n<p>Syst\u00e9m firemn\u00ed identity usnad\u0148uje prezentaci spole\u010dnosti navenek a zjednodu\u0161uje intern\u00ed postupy. D\u00edky tomu bude vytv\u00e1\u0159en\u00ed firemn\u00edch <strong>kalend\u00e1\u0159\u016f<\/strong>, <strong>vizitek<\/strong> nebo <strong>plak\u00e1t\u016f<\/strong> mnohem jednodu\u0161\u0161\u00ed a v\u0161echny vytvo\u0159en\u00e9 materi\u00e1ly budou jednotn\u00e9 a profesion\u00e1ln\u00ed.<\/p>\n\n\n\n<ul class=\"wp-block-gallery columns-1 is-cropped\"><li class=\"blocks-gallery-item\"><figure><img width=\"960\" height=\"640\" src=\"https:\/\/justprint.cz\/blog\/wp-content\/uploads\/budarch_fasada.png\" alt=\"\" data-id=\"1514\" data-link=\"https:\/\/justprint.cz\/blog\/?attachment_id=1514\" class=\"wp-image-1514\" srcset=\"https:\/\/justprint.cz\/blog\/wp-content\/uploads\/budarch_fasada.png 960w, https:\/\/justprint.cz\/blog\/wp-content\/uploads\/budarch_fasada-300x200.png 300w, https:\/\/justprint.cz\/blog\/wp-content\/uploads\/budarch_fasada-768x512.png 768w, https:\/\/justprint.cz\/blog\/wp-content\/uploads\/budarch_fasada-585x390.png 585w, https:\/\/justprint.cz\/blog\/wp-content\/uploads\/budarch_fasada-263x175.png 263w\" sizes=\"(max-width: 960px) 100vw, 960px\" \/><\/figure><\/li><\/ul>\n\n\n\n<h2>Co v\u00e1m poskytne syst\u00e9m firemn\u00ed identity?<\/h2>\n\n\n\n<p>D\u016fsledn\u00e1 realizace brandingu dod\u00e1v\u00e1 profesion\u00e1ln\u00ed image. Pr\u00e1v\u011b firemn\u00ed identita ur\u010duje to, jak\u00e9 emoce a asociace dan\u00e1 zna\u010dka vzbuzuje. Zna\u010dka je kl\u00ed\u010dov\u00fdm prvkem, kter\u00fd v\u00e1s \u010din\u00ed odli\u0161n\u00fdm a buduje tr\u017en\u00ed v\u00fdhodu. Pravidla IC jsou nej\u010dast\u011bji seskupena v manu\u00e1lu zna\u010dky (z\u00e1kladn\u00edm nebo roz\u0161\u00ed\u0159en\u00e9m) a pr\u00e1v\u011b na jeho z\u00e1klad\u011b jsou vytv\u00e1\u0159eny r\u016fzn\u00e9 zpr\u00e1vy a ti\u0161t\u011bn\u00e9 reklamn\u00ed materi\u00e1ly, jako jsou nap\u0159. <a href=\"https:\/\/justprint.cz\/lepeny_katalog\">katalogy<\/a>. Pat\u0159\u00ed sem tak\u00e9 <strong>vizitky<\/strong>, <strong>hlavi\u010dkov\u00fd pap\u00edr<\/strong> nebo <strong>firemn\u00ed slo\u017eky<\/strong>.\u00a0<\/p>\n\n\n\n<p>Proces\nbudov\u00e1n\u00ed image by m\u011bl zahrnovat pozn\u00e1n\u00ed historie, p\u0159edpoklad\u016f a osobnosti\nfirmy. Teprve pak tyto rozs\u00e1hl\u00e9 znalosti lze p\u0159ev\u00e9st do jazyka grafiky, barev a\ntvar\u016f. Seps\u00e1n\u00ed pravidel v manu\u00e1lu zna\u010dky usnad\u0148uje firm\u011b udr\u017eet jednotn\u00fd image,\nkter\u00fd p\u0159e\u017eije person\u00e1ln\u00ed i tr\u017en\u00ed zm\u011bny. Jednou zpracovan\u00fd mnoh\u00e9 zjednodu\u0161\u00ed a\numo\u017en\u00ed zachovat jednotnost materi\u00e1l\u016f \u2013 i kdy\u017e je realizuj\u00ed r\u016fzn\u00ed tv\u016frci.<\/p>\n\n\n\n<h2>Co je manu\u00e1l firemn\u00ed identity?<\/h2>\n\n\n\n<p>Naz\u00fdvan\u00fd tak\u00e9\nmanu\u00e1lem CI, manu\u00e1lem identity, brand bookem nebo bibl\u00ed firemn\u00ed identity. M\u011bl\nby obsahovat pokyny t\u00fdkaj\u00edc\u00ed se spr\u00e1vn\u00e9ho pou\u017e\u00edv\u00e1n\u00ed loga, barev, p\u00edsem a\ndal\u0161\u00edch vizu\u00e1ln\u00edch prvk\u016f. Manu\u00e1l CI m\u016f\u017ee m\u00edt podobu obs\u00e1hl\u00e9ho zpracov\u00e1n\u00ed nebo\nzkr\u00e1cen\u00e9ho manu\u00e1lu zna\u010dky.<\/p>\n\n\n\n<p>V\u0161echno zn\u00ed\nkr\u00e1sn\u011b, av\u0161ak pod podm\u00ednkou, \u017ee firemn\u00ed identita bude dob\u0159e promy\u0161len\u00e1 a\np\u0159izp\u016fsoben\u00e1 dan\u00e9 firm\u011b. Pravda je takov\u00e1, \u017ee o \u00fasp\u011bchu image rozhoduj\u00ed\np\u0159edpoklady, kter\u00e9 byly vytvo\u0159eny v koncep\u010dn\u00ed a strategick\u00e9 f\u00e1zi.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img width=\"5184\" height=\"3456\" src=\"https:\/\/justprint.cz\/blog\/wp-content\/uploads\/patrik-michalicka-r3iAqHb7JWs-unsplash.jpg\" alt=\"\" class=\"wp-image-1517\" srcset=\"https:\/\/justprint.cz\/blog\/wp-content\/uploads\/patrik-michalicka-r3iAqHb7JWs-unsplash.jpg 5184w, https:\/\/justprint.cz\/blog\/wp-content\/uploads\/patrik-michalicka-r3iAqHb7JWs-unsplash-300x200.jpg 300w, https:\/\/justprint.cz\/blog\/wp-content\/uploads\/patrik-michalicka-r3iAqHb7JWs-unsplash-768x512.jpg 768w, https:\/\/justprint.cz\/blog\/wp-content\/uploads\/patrik-michalicka-r3iAqHb7JWs-unsplash-1024x683.jpg 1024w, https:\/\/justprint.cz\/blog\/wp-content\/uploads\/patrik-michalicka-r3iAqHb7JWs-unsplash-1170x780.jpg 1170w, https:\/\/justprint.cz\/blog\/wp-content\/uploads\/patrik-michalicka-r3iAqHb7JWs-unsplash-1920x1280.jpg 1920w, https:\/\/justprint.cz\/blog\/wp-content\/uploads\/patrik-michalicka-r3iAqHb7JWs-unsplash-585x390.jpg 585w, https:\/\/justprint.cz\/blog\/wp-content\/uploads\/patrik-michalicka-r3iAqHb7JWs-unsplash-263x175.jpg 263w\" sizes=\"(max-width: 5184px) 100vw, 5184px\" \/><figcaption> Zdroj: Unsplash.com <\/figcaption><\/figure>\n\n\n\n<h2>Co obsahuje manu\u00e1l zna\u010dky?<\/h2>\n\n\n\n<p>Manu\u00e1l zna\u010dky pojedn\u00e1v\u00e1 o samotn\u00e9m logu, ale tak\u00e9 o dal\u0161\u00edch prvc\u00edch, kter\u00e9 jsou kl\u00ed\u010dov\u00e9 p\u0159i vytv\u00e1\u0159en\u00ed r\u016fzn\u00fdch zpr\u00e1v. Manu\u00e1l zna\u010dky pojedn\u00e1v\u00e1 o firm\u011b nejen z vizu\u00e1ln\u00edho hlediska, ale tak\u00e9 odpov\u00edd\u00e1 na ot\u00e1zky, kter\u00e9 se s nejv\u011bt\u0161\u00ed pravd\u011bpodobnost\u00ed objev\u00ed. Manu\u00e1l zna\u010dky usnad\u0148uje grafik\u016fm vytv\u00e1\u0159en\u00ed <strong>katalog\u016f<\/strong>, <a href=\"https:\/\/justprint.cz\/hlavickovy_papir\">hlavi\u010dkov\u00e9ho pap\u00edru<\/a> nebo <strong>reklamn\u00edch stojan\u016f<\/strong>.<\/p>\n\n\n\n<p><strong>V manu\u00e1lu zna\u010dky obvykle najdeme:<\/strong>&nbsp;<\/p>\n\n\n\n<ul><li>historii\na zd\u016fvodn\u011bn\u00ed loga, jeho z\u00e1kladn\u00ed verzi (v\u010detn\u011b p\u0159\u00edpustn\u00fdch \u00faprav, zkratek a\nverz\u00ed \u2013 nap\u0159. s grafick\u00fdm symbolem, reklamn\u00edm sloganem a bez);<\/li><li>konstrukce\nloga (s vysv\u011btlen\u00edm a pom\u011brem stran, kter\u00e9 jsou \u010dasto definov\u00e1ny\nprost\u0159ednictv\u00edm m\u0159\u00ed\u017eky);<\/li><li>ochrann\u00e1\noblast kolem loga (ochrann\u00e9 pole);&nbsp;<\/li><li>velikost\nloga (mo\u017enost \u0161k\u00e1lov\u00e1n\u00ed, minim\u00e1ln\u00ed a maxim\u00e1ln\u00ed velikost);&nbsp;<\/li><li>firemn\u00ed\nbarvy;<\/li><li>doporu\u010den\u00e9\np\u00edsmo a jeho velikost.<\/li><\/ul>\n\n\n\n<p>Firemn\u00ed identita a manu\u00e1l zna\u010dky umo\u017e\u0148uj\u00ed sjednocen\u00ed v\u0161ech reklamn\u00edch v\u00fdtisk\u016f. Ur\u010duje vzhled <strong>vizitky<\/strong>, firemn\u00edho <strong>katalogu<\/strong>, a tak\u00e9 <strong>obal\u016f<\/strong>, <strong>bro\u017eur<\/strong> nebo <strong>hlavi\u010dkov\u00e9ho pap\u00edru<\/strong>.<\/p>\n\n\n\n<p><strong>V\u00edte, \u017ee?<\/strong><\/p>\n\n\n\n<p>Do manu\u00e1lu CI\nse \u010dasto p\u0159id\u00e1v\u00e1 mnohem v\u00edce prvk\u016f ne\u017e jen logo. Manu\u00e1l zna\u010dky m\u016f\u017ee zahrnovat\nnap\u0159\u00edklad firemn\u00ed oble\u010den\u00ed, ozna\u010den\u00ed automobil\u016f, kancel\u00e1\u0159skou v\u00fdzdobu a dokonce\ni vyhrazen\u00e9 v\u016fn\u011b v prodejn\u00e1ch nebo p\u0159edv\u00e1d\u011bc\u00edch m\u00edstnostech. Ve velmi velk\u00fdch\nspole\u010dnostech se k postup\u016fm p\u0159id\u00e1v\u00e1 tak\u00e9 nap\u0159. doporu\u010den\u00fd zp\u016fsob komunikace a\nveden\u00ed rozhovor\u016f.<\/p>\n\n\n\n<ul class=\"wp-block-gallery columns-1 is-cropped\"><li class=\"blocks-gallery-item\"><figure><img width=\"960\" height=\"580\" src=\"https:\/\/justprint.cz\/blog\/wp-content\/uploads\/uniwersalne.png\" alt=\"\" data-id=\"1515\" data-link=\"https:\/\/justprint.cz\/blog\/?attachment_id=1515\" class=\"wp-image-1515\" srcset=\"https:\/\/justprint.cz\/blog\/wp-content\/uploads\/uniwersalne.png 960w, https:\/\/justprint.cz\/blog\/wp-content\/uploads\/uniwersalne-300x181.png 300w, https:\/\/justprint.cz\/blog\/wp-content\/uploads\/uniwersalne-768x464.png 768w, https:\/\/justprint.cz\/blog\/wp-content\/uploads\/uniwersalne-585x353.png 585w\" sizes=\"(max-width: 960px) 100vw, 960px\" \/><\/figure><\/li><\/ul>\n\n\n\n<h2>Firemn\u00ed identita v praxi<\/h2>\n\n\n\n<p>Sepsan\u00fd manu\u00e1l zna\u010dky v\u00e1m umo\u017en\u00ed sjednotit v\u0161echny reklamn\u00ed a firemn\u00ed tiskopisy. D\u00edky n\u011bmu m\u016f\u017eete vytv\u00e1\u0159et stylisticky jednotn\u00e9 <strong>vizitky<\/strong>, <strong>slo\u017eky<\/strong> nebo <strong>hlavi\u010dkov\u00e9 pap\u00edry<\/strong>. Pou\u017eit\u00ed definovan\u00e9ho rozvr\u017een\u00ed a barev zp\u016fsob\u00ed, \u017ee ka\u017ed\u00fd <strong>let\u00e1k<\/strong>, <strong>billboard<\/strong> nebo <strong>plak\u00e1t<\/strong>, ji\u017e na prvn\u00ed pohled, bude spojov\u00e1n s danou zna\u010dkou.&nbsp; D\u00edky manu\u00e1lu zna\u010dky nemus\u00edte poka\u017ed\u00e9 vym\u00fd\u0161let ji\u017e d\u00e1vno v\u0161em zn\u00e1m\u00e9 v\u011bci. Kter\u00fdkoliv \u2013 i nov\u00fd \u2013 grafik, bude v\u011bd\u011bt, jak vytvo\u0159it <strong>vizitku<\/strong>, <strong>kalend\u00e1\u0159<\/strong> nebo <strong>reklamn\u00ed banner<\/strong>. Po\u010d\u00e1te\u010dn\u00ed v\u00fddaje se v\u00e1m jist\u011b mnohon\u00e1sobn\u011b vr\u00e1t\u00ed a dan\u00e1 zna\u010dka bude s ka\u017ed\u00fdm m\u011bs\u00edcem posilovat svou pozici a pozitivn\u00ed image v o\u010d\u00edch p\u0159\u00edjemc\u016f. <\/p>\n","protected":false},"excerpt":{"rendered":"<p>Firemn\u00ed identita je podstatou a tv\u00e1\u0159\u00ed zna\u010dky. Vymezuje osobnost firmy a ur\u010duje, jak bude vn\u00edm\u00e1na. Za\u010dn\u011bme ale od z\u00e1klad\u016f \u2013 jak vytvo\u0159it syst\u00e9m firemn\u00ed identity?<\/p>\n","protected":false},"author":1,"featured_media":1513,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[36,37,35],"tags":[],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/justprint.cz\/blog\/wp-json\/wp\/v2\/posts\/1511"}],"collection":[{"href":"https:\/\/justprint.cz\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/justprint.cz\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/justprint.cz\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/justprint.cz\/blog\/wp-json\/wp\/v2\/comments?post=1511"}],"version-history":[{"count":4,"href":"https:\/\/justprint.cz\/blog\/wp-json\/wp\/v2\/posts\/1511\/revisions"}],"predecessor-version":[{"id":1519,"href":"https:\/\/justprint.cz\/blog\/wp-json\/wp\/v2\/posts\/1511\/revisions\/1519"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/justprint.cz\/blog\/wp-json\/wp\/v2\/media\/1513"}],"wp:attachment":[{"href":"https:\/\/justprint.cz\/blog\/wp-json\/wp\/v2\/media?parent=1511"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/justprint.cz\/blog\/wp-json\/wp\/v2\/categories?post=1511"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/justprint.cz\/blog\/wp-json\/wp\/v2\/tags?post=1511"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}