{"id":1596,"date":"2020-02-03T12:08:01","date_gmt":"2020-02-03T11:08:01","guid":{"rendered":"https:\/\/justprint.cz\/blog\/?p=1596"},"modified":"2020-02-03T12:09:02","modified_gmt":"2020-02-03T11:09:02","slug":"vizualni-identifikace-restaurace","status":"publish","type":"post","link":"https:\/\/justprint.cz\/blog\/vizualni-identifikace-restaurace\/","title":{"rendered":"Vizu\u00e1ln\u00ed identifikace restaurace"},"content":{"rendered":"\n<p><strong>P\u0159em\u00fd\u0161l\u00edte,\npro\u010d se n\u011bkter\u00e9 lok\u00e1ly st\u00e1vaj\u00ed kultovn\u00edmi a jin\u00e9 z\u016fst\u00e1vaj\u00ed ve st\u00ednu? I kdy\u017e\nm\u00e1te chutn\u00e1 j\u00eddla, obsluhu a menu, ale \u201en\u011bco\u201c v\u00e1m chyb\u00ed, nemus\u00edte m\u00edt \u00fasp\u011bch.\nTo \u201en\u011bco\u201c marketingov\u00ed specialist\u00e9 \u010dasto jednodu\u0161e naz\u00fdvaj\u00ed promy\u0161len\u00e1 vizu\u00e1ln\u00ed\nidentifikace \u2013 zjist\u011bte si, co to je a k&nbsp;\u010demu to m\u016f\u017ee b\u00fdt dobr\u00e9.<\/strong><strong><\/strong><\/p>\n\n\n\n<!--more-->\n\n\n\n<h2>Co to je vizu\u00e1ln\u00ed identifikace restaurace?<\/h2>\n\n\n\n<p>Vizu\u00e1ln\u00ed identifikace je pro restauraci t\u00edm, \u010d\u00edm je tv\u00e1\u0159\npro \u010dlov\u011bka. To ona odpov\u00edd\u00e1 za prvn\u00ed dojem, na ni se soust\u0159ed\u00edme p\u0159i hodnocen\u00ed\ndan\u00e9 osoby nebo brandu. Pr\u00e1v\u011b CI (corporate identity) je podstatou vytv\u00e1\u0159en\u00ed\njak aktu\u00e1ln\u00edch dojm\u016f, tak i budoucnosti zna\u010dky. Je to jej\u00ed osobnost, vzhled a\npodstata. Konzistentn\u00ed a solidn\u00ed strategie vizu\u00e1ln\u00ed identifikace by m\u011bla b\u00fdt\nz\u00e1kladem ka\u017ed\u00e9 restaurace a kav\u00e1rny, a to nez\u00e1visle na jej\u00ed velikosti a\nrozpo\u010dtu.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img width=\"960\" height=\"640\" src=\"https:\/\/justprint.cz\/blog\/wp-content\/uploads\/brand_horeca.png\" alt=\"\" class=\"wp-image-1599\" srcset=\"https:\/\/justprint.cz\/blog\/wp-content\/uploads\/brand_horeca.png 960w, https:\/\/justprint.cz\/blog\/wp-content\/uploads\/brand_horeca-300x200.png 300w, https:\/\/justprint.cz\/blog\/wp-content\/uploads\/brand_horeca-768x512.png 768w, https:\/\/justprint.cz\/blog\/wp-content\/uploads\/brand_horeca-585x390.png 585w, https:\/\/justprint.cz\/blog\/wp-content\/uploads\/brand_horeca-263x175.png 263w\" sizes=\"(max-width: 960px) 100vw, 960px\" \/><\/figure>\n\n\n\n<h2>Vizu\u00e1ln\u00ed identifikace v gastronomii<\/h2>\n\n\n\n<p>Kdy\u017e vid\u00edte 2 \u017elut\u00e9 oblouky nebo sir\u00e9nu v&nbsp;zelen\u00e9m\nkruhu, u\u017e v\u00edte, jak\u00fd je to podnik? Samoz\u0159ejm\u011b McDonald a Starbucks netvo\u0159\u00ed jen\nsamotn\u00e9 logo, vizu\u00e1ln\u00ed identifikace t\u011bchto podnik\u016f v\u0161ak sehr\u00e1la obrovskou roli\np\u0159i budov\u00e1n\u00ed rozeznatelnosti t\u011bchto m\u00edst. Vizu\u00e1ln\u00ed identifikaci va\u0161eho podniku\nby m\u011bly tvo\u0159it takov\u00e9 prvky, jako:<\/p>\n\n\n\n<ul><li>vyhrazen\u00e9 logo restaurace (v\u010detn\u011b povolen\u00e9ho a nep\u0159\u00edpustn\u00e9ho pou\u017eit\u00ed),<\/li><li>brandov\u00e9 barvy,<\/li><li>font a druh pou\u017eit\u00e9ho p\u00edsma,<\/li><li>v\u00fdzdoba a vybaven\u00ed interi\u00e9r\u016f,<\/li><li>z\u00e1sady navrhov\u00e1n\u00ed reklamn\u00edch materi\u00e1l\u016f. <\/li><\/ul>\n\n\n\n<p>Pro sjednocen\u00ed z\u00e1sad a konkr\u00e9tn\u00edho pou\u017eit\u00ed prvk\u016f vizu\u00e1ln\u00ed\nidentifikace \u2013 obvykle je specifikov\u00e1na v&nbsp;<strong>knize o ochrann\u00e9 zn\u00e1mce (naz\u00fdvan\u00e9 kniha CI)<\/strong>. Vyplat\u00ed se ji m\u00edt,\nproto\u017ee bude v\u00fdchoz\u00edm bodem ve\u0161ker\u00fdch reklamn\u00edch a propaga\u010dn\u00edch aktivit.<\/p>\n\n\n\n<ul class=\"wp-block-gallery columns-1 is-cropped\"><li class=\"blocks-gallery-item\"><figure><img width=\"1024\" height=\"683\" src=\"https:\/\/justprint.cz\/blog\/wp-content\/uploads\/PSX_20191029_152923-1024x683-1024x683.jpg\" alt=\"\" data-id=\"1600\" data-link=\"https:\/\/justprint.cz\/blog\/?attachment_id=1600\" class=\"wp-image-1600\" srcset=\"https:\/\/justprint.cz\/blog\/wp-content\/uploads\/PSX_20191029_152923-1024x683.jpg 1024w, https:\/\/justprint.cz\/blog\/wp-content\/uploads\/PSX_20191029_152923-1024x683-300x200.jpg 300w, https:\/\/justprint.cz\/blog\/wp-content\/uploads\/PSX_20191029_152923-1024x683-768x512.jpg 768w, https:\/\/justprint.cz\/blog\/wp-content\/uploads\/PSX_20191029_152923-1024x683-585x390.jpg 585w, https:\/\/justprint.cz\/blog\/wp-content\/uploads\/PSX_20191029_152923-1024x683-263x175.jpg 263w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure><\/li><\/ul>\n\n\n\n<h2>Odli\u0161ujte se, jinak zahynete<\/h2>\n\n\n\n<p>Abyste se neztratili v&nbsp;mno\u017estv\u00ed podobn\u00fdch\nrestaurac\u00ed, zamyslete se, <strong>\u010d\u00edm se chcete\nodli\u0161ovat?<\/strong> \u010cerstv\u00e9 lok\u00e1ln\u00ed produkty, pol\u00e9vka jako od m\u00e1my, nebo denn\u011b nov\u00e9\nmenu? Vyberte si svou cestu a potom ho p\u0159eneste do promy\u0161len\u00e9 vizu\u00e1ln\u00ed\nidentifikace. Bude-li va\u0161e kav\u00e1rna kr\u00e1lovnou sladkost\u00ed, vsa\u010fte na odv\u00e1\u017en\u00e9,\nv\u00fdrazn\u00e9 barvy, ale budou-li va\u0161\u00ed dev\u00edzou p\u0159\u00edrodn\u00ed produkty, vyberte si tisk na\nekologick\u00fdch materi\u00e1lech. Chcete-li navodit dom\u00e1c\u00ed atmosf\u00e9ru, napi\u0161te menu ru\u010dn\u011b,\nnap\u0159. na list ze star\u00e9ho se\u0161itu! Minimalismus nebo ok\u00e1zalost? A\u0165 je atmosf\u00e9ra\nva\u0161\u00ed restaurace viditeln\u00e1 u\u017e od na prvn\u00ed pohled.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img width=\"960\" height=\"580\" src=\"https:\/\/justprint.cz\/blog\/wp-content\/uploads\/horeca.png\" alt=\"\" class=\"wp-image-1601\" srcset=\"https:\/\/justprint.cz\/blog\/wp-content\/uploads\/horeca.png 960w, https:\/\/justprint.cz\/blog\/wp-content\/uploads\/horeca-300x181.png 300w, https:\/\/justprint.cz\/blog\/wp-content\/uploads\/horeca-768x464.png 768w, https:\/\/justprint.cz\/blog\/wp-content\/uploads\/horeca-585x353.png 585w\" sizes=\"(max-width: 960px) 100vw, 960px\" \/><\/figure>\n\n\n\n<h2>Vizu\u00e1ln\u00ed identifikace \u2013 m\u00e1te tu moc!<\/h2>\n\n\n\n<p>P\u0159i vytv\u00e1\u0159en\u00ed stylu va\u0161\u00ed restaurace do zna\u010dn\u00e9 m\u00edry\nspecifikujete to, jak\u00fdm host\u016fm je ur\u010dena va\u0161e nab\u00eddka. Styl restaurace je\nspojen\u00edm pod\u00e1van\u00fdch j\u00eddel, n\u00e1zv\u016f, barev a loga, kr\u00e1tce \u0159e\u010deno: <strong>vizu\u00e1ln\u00ed identifikace n\u00e1soben\u00e1 jedine\u010dnou\nchut\u00ed. <\/strong>Na promy\u0161len\u00e9 identifikaci bude z\u00e1le\u017eet, zda va\u0161e restaurace bude\npova\u017eov\u00e1na za m\u00f3dn\u00ed m\u00edsto nebo ustrne na okraji gastronomick\u00e9 mapy regionu.\nChcete-li, aby se va\u0161e restaurace stala nejen chutn\u00fdm, ale i rozpoznateln\u00fdm a\nkultovn\u00edm m\u00edstem, za\u010dn\u011bte definov\u00e1n\u00edm va\u0161eho stylu.<\/p>\n\n\n\n<ul class=\"wp-block-gallery columns-1 is-cropped\"><li class=\"blocks-gallery-item\"><figure><img width=\"1000\" height=\"721\" src=\"https:\/\/justprint.cz\/blog\/wp-content\/uploads\/5ik8lael-1.jpg\" alt=\"\" data-id=\"1603\" data-link=\"https:\/\/justprint.cz\/blog\/?attachment_id=1603\" class=\"wp-image-1603\" srcset=\"https:\/\/justprint.cz\/blog\/wp-content\/uploads\/5ik8lael-1.jpg 1000w, https:\/\/justprint.cz\/blog\/wp-content\/uploads\/5ik8lael-1-300x216.jpg 300w, https:\/\/justprint.cz\/blog\/wp-content\/uploads\/5ik8lael-1-768x554.jpg 768w, https:\/\/justprint.cz\/blog\/wp-content\/uploads\/5ik8lael-1-585x422.jpg 585w\" sizes=\"(max-width: 1000px) 100vw, 1000px\" \/><figcaption>Zdroj: Pinterest.com<\/figcaption><\/figure><\/li><\/ul>\n\n\n\n<h2>Ne\u017e vytvo\u0159\u00edte vlastn\u00ed styl, zamyslete se:<\/h2>\n\n\n\n<ul><li>Jak\u00e1 je va\u0161e c\u00edlov\u00e1 skupina?<\/li><li>Jakou m\u00e1te konkurenci?<\/li><li>\u010c\u00edm se chcete odli\u0161ovat?<\/li><li>Jak toho chcete dos\u00e1hnout?<\/li><li>Jak\u00e9 hodnoty jsou z\u00e1kladem va\u0161\u00ed restaurace?<\/li><li>Jak\u00fd styl komunikace bude nejlep\u0161\u00ed?<\/li><\/ul>\n\n\n\n<p>Promyslete si tuto strategii, ud\u011blejte si seznam se v\u0161emi\npodrobnostmi. Je-li to mo\u017en\u00e9, sna\u017ete se p\u0159esn\u011b p\u0159edstavit sv\u016fj podnik a\nz\u00e1kazn\u00edka. Jak vypad\u00e1 interi\u00e9r, jak to tam von\u00ed, o \u010dem hovo\u0159\u00ed a jak reaguj\u00ed\nz\u00e1kazn\u00edci? Jak m\u00e1 vypadat va\u0161e restaurace, jak\u00e9 pocity chce vyvol\u00e1vat a jak\u00e9\nbarvy se do n\u00ed hod\u00ed. Tyto voln\u00e9 p\u0159edstavy by se m\u011bly st\u00e1t z\u00e1kladem vizu\u00e1ln\u00ed\nidentifikace va\u0161\u00ed restaurace. Pro\u010d? Abyste vid\u011bli, jak se postupn\u011b va\u0161e sny\nzhmot\u0148uj\u00ed!<\/p>\n\n\n\n<h2>Konzistentn\u00ed reklamn\u00ed materi\u00e1ly pro restauraci <\/h2>\n\n\n\n<p>Reklamn\u00ed materi\u00e1ly pro gastronomick\u00e9 podniky jsou \u010dasto jejich majiteli nedocen\u011bn\u00e9. D\u00edky intenzivn\u00edm barv\u00e1m, vkusn\u00e9mu interi\u00e9ru a menu pln\u00e9mu fotografi\u00ed provokuj\u00edc\u00edch chu\u0165ov\u00e9 kal\u00ed\u0161ky va\u0161\u00edm z\u00e1kazn\u00edk\u016fm hlasit\u011b zakru\u010d\u00ed v b\u0159i\u0161e. Je to zn\u00e1m\u00e1 v\u011bc, \u017ee d\u00edky obraz\u016fm a fotografi\u00edm zobrazuj\u00edc\u00edm chutn\u00e1 j\u00eddla lze stimulovat apetit host\u016f, a odtud u\u017e vede do srdce z\u00e1kazn\u00edk\u016f kr\u00e1tk\u00e1 cesta. <\/p>\n","protected":false},"excerpt":{"rendered":"<p>P\u0159em\u00fd\u0161l\u00edte, pro\u010d se n\u011bkter\u00e9 lok\u00e1ly st\u00e1vaj\u00ed kultovn\u00edmi a jin\u00e9 z\u016fst\u00e1vaj\u00ed ve st\u00ednu? I kdy\u017e m\u00e1te chutn\u00e1 j\u00eddla, obsluhu a menu, ale \u201en\u011bco\u201c v\u00e1m chyb\u00ed, nemus\u00edte m\u00edt \u00fasp\u011bch. To \u201en\u011bco\u201c marketingov\u00ed&hellip;<\/p>\n","protected":false},"author":1,"featured_media":1598,"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\/1596"}],"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=1596"}],"version-history":[{"count":3,"href":"https:\/\/justprint.cz\/blog\/wp-json\/wp\/v2\/posts\/1596\/revisions"}],"predecessor-version":[{"id":1605,"href":"https:\/\/justprint.cz\/blog\/wp-json\/wp\/v2\/posts\/1596\/revisions\/1605"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/justprint.cz\/blog\/wp-json\/wp\/v2\/media\/1598"}],"wp:attachment":[{"href":"https:\/\/justprint.cz\/blog\/wp-json\/wp\/v2\/media?parent=1596"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/justprint.cz\/blog\/wp-json\/wp\/v2\/categories?post=1596"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/justprint.cz\/blog\/wp-json\/wp\/v2\/tags?post=1596"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}