{"id":24887,"date":"2021-09-09T15:05:42","date_gmt":"2021-09-09T13:05:42","guid":{"rendered":"https:\/\/www.websupport.sk\/blog\/?p=24887"},"modified":"2025-03-11T21:08:05","modified_gmt":"2025-03-11T20:08:05","slug":"ako-vznikala-nova-vizualna-identita","status":"publish","type":"post","link":"https:\/\/www.websupport.sk\/blog\/2021\/09\/ako-vznikala-nova-vizualna-identita\/","title":{"rendered":"Ako vznikala nov\u00e1 vizu\u00e1lna identita Websupportu?"},"content":{"rendered":"<span class=\"span-reading-time rt-reading-time\" style=\"display: block;\"><span class=\"rt-label rt-prefix\"><b>Doba \u010d\u00edtania:<\/b><\/span> <span class=\"rt-time\"> 4<\/span> <span class=\"rt-label rt-postfix\">min.<\/span><\/span>\n<p><em>Tvorcami novej vizu\u00e1lnej identity Websupportu je t\u00edm \u013eud\u00ed okolo Ruda Letka z <a href=\"https:\/\/www.gobigname.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">GoBigname<\/a>.<\/em> <em>V uplynul\u00fdch t\u00fd\u017ed\u0148och registrujeme od v\u00e1s a na\u0161ich z\u00e1kazn\u00edkov ve\u013emi pozit\u00edvny ohlas na t\u00fato zmenu, \u010do n\u00e1s prin\u00fatilo sp\u00fdta\u0165 sa priamo Ruda na nieko\u013eko ot\u00e1zok, ktor\u00e9 by v\u00e1s mohli zauj\u00edma\u0165. <\/em><\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><em>Rudo, \u010do pre teba znamenalo vytvori\u0165 nov\u00fa vizu\u00e1lnu identitu Websupportu? M\u00e1\u0161 osobnej\u0161\u00ed vz\u0165ah k tejto zna\u010dke? <\/em><\/h4>\n\n\n\n<p>Dosta\u0165 pr\u00edle\u017eitos\u0165 k vytvoreniu novej vizu\u00e1lnej identity pre Websupport bolo ako pracova\u0165 na redizajne auta, ktor\u00e9 zbo\u017e\u0148uje\u0161, sleduje\u0161 v\u0161etky jeho \u201ekroky\u201c, vn\u00edma\u0161 cel\u00fd ten kult okolo neho a v neposlednom rade si jeho akt\u00edvnym u\u017e\u00edvate\u013eom. K tejto zna\u010dke m\u00e1m celkom osobn\u00fd vz\u0165ah, nako\u013eko jej v\u00fdvoj sledujem minim\u00e1lne posledn\u00fdch desa\u0165 rokov. \u010ci\u017ee vytvorenie novej vizu\u00e1lnej identity znamenalo pre m\u0148a naozaj ve\u013ea.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><em>Kde boli pod\u013ea teba najv\u00e4\u010d\u0161ie nedostatky prech\u00e1dzaj\u00facej vizuality?&nbsp;<\/em><\/h4>\n\n\n\n<p>Z poh\u013eadu pozorovate\u013ea lok\u00e1lnej a kultovej zna\u010dky som z h\u013eadiska jej vizuality nebadal \u017eiadne nedostatky. Miloval som v\u0161etky ilustr\u00e1cie a to bez nutnosti objavovania napr\u00edklad povahy samotn\u00e9ho produktu. Z poh\u013eadu u\u017e\u00edvate\u013ea slu\u017eby v\u0161ak so mnou vizu\u00e1lna komunik\u00e1cia neviedla <meta charset=\"utf-8\">\u201edial\u00f3g<meta charset=\"utf-8\">\u201c, v\u010faka ktor\u00e9mu dok\u00e1\u017ee funkcionalitu slu\u017eby pochopi\u0165 aj menej zdatn\u00fd z\u00e1kazn\u00edk.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><em>\u010co bolo najz\u00e1sadnej\u0161\u00edm cie\u013eom pri tvorbe nov\u00e9ho vizu\u00e1lu?<\/em><\/h4>\n\n\n\n<p>Nastavi\u0165 v\u0161etky vizu\u00e1lne atrib\u00faty zna\u010dky tak, aby okrem konzistentnosti priniesli do o\u010d\u00ed klienta \u013eahkos\u0165 a pohodln\u00fa orient\u00e1ciu naprie\u010d celou vizu\u00e1lnou komunik\u00e1ciou. Inak povedan\u00e9, vytvori\u0165 vizu\u00e1l ako konzistentn\u00fd n\u00e1stroj na podporu biznisu, em\u00f3ci\u00ed a pochopenia dan\u00e9ho produktu.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><em>Ako dlho vznikala tvorba novej identity?<\/em><\/h4>\n\n\n\n<p>Ak ma pam\u00e4\u0165 neklame, tak spolo\u010dn\u00fdmi silami sme tomu venovali viac ako rok.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><em>Preniesol si Websupport nie\u010do z predch\u00e1dzaj\u00facej identity? Je to revol\u00facia \u010di evol\u00facia?&nbsp;<\/em><\/h4>\n\n\n\n<p>Naplno si uvedomujem, \u017ee sme na\u0161ou pr\u00e1cou v o\u010diach komunity sp\u00f4sobili revol\u00faciu. Pravdou v\u0161ak zost\u00e1va fakt, \u017ee zna\u010dn\u00e1 \u010das\u0165 novej vizuality \u010derp\u00e1 z predch\u00e1dzaj\u00facej identity. Napr\u00edklad cel\u00e1 farebnos\u0165 zna\u010dky je priamym pokra\u010dovan\u00edm p\u00f4vodnej farebnosti, alebo maskot ako hrdina ur\u010dit\u00fdm sp\u00f4sobom nasleduje princ\u00edp hrdinov vyobrazen\u00fdch v ilustr\u00e1ci\u00e1ch predch\u00e1dzaj\u00facej identity. <\/p>\n\n\n\n<p>Snahou bolo v prvom rade extrahova\u0165 pozit\u00edvne vplyvy zau\u017e\u00edvan\u00e9ho jazyka predch\u00e1dzaj\u00facej identity a pretransformova\u0165 ich do nov\u00e9ho vizu\u00e1lneho celku.<\/p>\n\n\n\n<figure class=\"wp-block-embed aligncenter is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"Websupport - The new visual identity\" width=\"580\" height=\"326\" src=\"https:\/\/www.youtube.com\/embed\/-kiEnx5vDyY?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><figcaption>Ako vznikala nov\u00e1 vizu\u00e1lna identita<\/figcaption><\/figure>\n\n\n\n<h4 class=\"wp-block-heading\"><em>V \u010dom s\u00fa najvidite\u013enej\u0161ie rozdiely novej identity? Dok\u00e1\u017ee\u0161 pomenova\u0165 konkr\u00e9tne prvky, ktor\u00e9 pribudli?<\/em><\/h4>\n\n\n\n<p>Z\u00e1sadn\u00fd rozdiel je v pr\u00ednose maskota, ktor\u00fd je okrem svojej vizuality aj nosite\u013eom d\u00f4le\u017eit\u00e9ho brand elementu pod n\u00e1zvom <em>support line<\/em>. Tento element alebo prvok sa stal z\u00e1kladom pre tvorbu <em>pattern syst\u00e9mu <\/em>a rovnako aj prv\u00fdm p\u00edsmov\u00fdm symbolom nov\u00e9ho loga. <\/p>\n\n\n\n<p>Bezpochyby najz\u00e1sadnej\u0161\u00edm rozdielom novej vizu\u00e1lnej identity je vytvorenie tzv. <em>brand k\u00f3du<\/em>, ktor\u00e9ho s\u00fa\u010das\u0165ou je spom\u00ednan\u00fd maskot, support line a farby. Pointa brand k\u00f3du spo\u010d\u00edva v tom, \u017ee ak pri tvorbe ak\u00e9hoko\u013evek form\u00e1tu zna\u010dky zabezpe\u010d\u00edme jeho pr\u00edtomnos\u0165, budujeme tak vizu\u00e1lne konzistentn\u00fd celok.&nbsp;<\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><em>Ak\u00fd bol proces tvorby loga, maskota a patternu?<\/em><\/h4>\n\n\n\n<p>Ak presko\u010d\u00edm zna\u010dn\u00fa \u010das\u0165 procesov (v\u00fdskum, strat\u00e9gia, h\u013eadanie archetypov&#8230;), sko\u010d\u00edme do procesu tvorby jednotliv\u00fdch brand elementov. V tomto \u0161t\u00e1diu je ve\u013emi d\u00f4le\u017eit\u00e9 tvori\u0165 komplexne, respekt\u00edve nestr\u00e1ca\u0165 \u010das \u0161perkovan\u00edm loga, ke\u010f e\u0161te nepozn\u00e1me cel\u00e9 spektrum brandov\u00fdch prvkov. <\/p>\n\n\n\n<p>Samozrejme, orienta\u010dn\u00fdm bodom cel\u00e9ho procesu bol maskot. Po prv\u00fdch pocitov\u00fdch skic\u00e1ch a verifik\u00e1cii tvarov maskota sme h\u013eadali priestor, ako v\u00fdraz maskota prepoji\u0165, z \u010doho vzi\u0161iel n\u00e1pad nahradi\u0165 <meta charset=\"utf-8\">\u201e\u00fasta<meta charset=\"utf-8\">\u201c kon\u0161tantn\u00fdm brand symbolom. <\/p>\n\n\n\n<p>V\u010faka tejto strat\u00e9gii vznikol <em>support line<\/em>, ktor\u00fd sa stal z\u00e1kladom pre logo, pattern \u010di p\u00edsmo. Potom sme sa cez plastel\u00ednu prepracovali a\u017e do 3D, kde sme mali priestor roz\u0161irova\u0165 v\u00fdznamov\u00e9 roviny maskota (lesk o\u010d\u00ed = em\u00f3cia, ni\u017e\u0161ie polo\u017een\u00e9 u\u0161i = pokora&#8230;). V poslednom \u0161t\u00e1diu sme nemal\u00e9 \u00fasilie venovali r\u00f4znym premen\u00e1m maskota (stavb\u00e1r, k\u00fazeln\u00edk, z\u00e1chran\u00e1r&#8230;).<\/p>\n\n\n\n<figure class=\"wp-block-image size-large is-style-default\"><img loading=\"lazy\" decoding=\"async\" width=\"1100\" height=\"619\" src=\"https:\/\/www.websupport.sk\/blogoads\/sites\/2\/2021\/09\/websupport-gobigname-1100x619.jpg\" alt=\"\" class=\"wp-image-24965\" srcset=\"https:\/\/www.websupport.sk\/blog\/app\/uploads\/sites\/2\/2021\/09\/websupport-gobigname-1100x619.jpg 1100w, https:\/\/www.websupport.sk\/blog\/app\/uploads\/sites\/2\/2021\/09\/websupport-gobigname-300x169.jpg 300w, https:\/\/www.websupport.sk\/blog\/app\/uploads\/sites\/2\/2021\/09\/websupport-gobigname-768x432.jpg 768w, https:\/\/www.websupport.sk\/blog\/app\/uploads\/sites\/2\/2021\/09\/websupport-gobigname-1536x864.jpg 1536w, https:\/\/www.websupport.sk\/blog\/app\/uploads\/sites\/2\/2021\/09\/websupport-gobigname-1200x675.jpg 1200w, https:\/\/www.websupport.sk\/blog\/app\/uploads\/sites\/2\/2021\/09\/websupport-gobigname.jpg 1920w\" sizes=\"auto, (max-width: 1100px) 100vw, 1100px\" \/><\/figure>\n\n\n\n<h4 class=\"wp-block-heading\"><em>V \u010dom tieto nov\u00e9 prvky, ako napr\u00edklad maskot, dok\u00e1\u017eu pom\u00f4c\u0165 v r\u00e1mci komunik\u00e1cie?<\/em><\/h4>\n\n\n\n<p>Maskot je <em>fluent device<\/em> a je to ve\u013emi d\u00f4le\u017eit\u00fd element, ktor\u00fd sa vyskytuje naprie\u010d celou komunik\u00e1ciou zna\u010dky. Svojou pr\u00edtomnos\u0165ou podnecuje kreativitu a vytv\u00e1ra v mozgu asocia\u010dn\u00e9 \u0161trukt\u00fary napom\u00e1haj\u00face k zapam\u00e4tate\u013enosti zna\u010dky. <\/p>\n\n\n\n<p>Prostredn\u00edctvom maskota dok\u00e1\u017eeme priamo prep\u00e1ja\u0165 cel\u00e9 spektrum brand elementov (farba, p\u00edsmo, pattern), \u010do vytv\u00e1ra tak d\u00f4le\u017eit\u00fa konzistentnos\u0165 komunik\u00e1cie. Maskot dok\u00e1\u017ee zabezpe\u010di\u0165 pozit\u00edvny vplyv na v\u00fdvoj \u0161t\u00fdlu a pr\u00edbehu zna\u010dky. <\/p>\n\n\n\n<p>Dok\u00e1\u017ee interagova\u0165, vytv\u00e1ra\u0165 em\u00f3cie a napom\u00e1ha\u0165 k dial\u00f3gu medzi zna\u010dkou a jej prij\u00edmate\u013eom.&nbsp;<\/p>\n\n\n\n<p><em>Vypo\u010dujte si na z\u00e1ver podcast o tom, ako sa \u0161tuduje na \u0161kole zajtraj\u0161ka:<\/em><\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-rich is-provider-spotify wp-block-embed-spotify wp-embed-aspect-21-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe title=\"Spotify Embed: Ako sa \u0161tuduje na \u0161kole zajtraj\u0161ka? (Diana Wald)\" style=\"border-radius: 12px\" width=\"100%\" height=\"152\" frameborder=\"0\" allowfullscreen allow=\"autoplay; clipboard-write; encrypted-media; fullscreen; picture-in-picture\" loading=\"lazy\" src=\"https:\/\/open.spotify.com\/embed\/episode\/1qVvF0YlPa4VnJFZGi6t7e?si=bd88db5c13b84c7b&#038;utm_source=oembed\"><\/iframe>\n<\/div><\/figure>\n","protected":false},"excerpt":{"rendered":"<p>Tvorcami novej vizu\u00e1lnej identity Websupportu je t\u00edm \u013eud\u00ed okolo Ruda Letka z GoBigname. V uplynul\u00fdch t\u00fd\u017ed\u0148och registrujeme od v\u00e1s a na\u0161ich z\u00e1kazn\u00edkov ve\u013emi pozit\u00edvny ohlas na t\u00fato zmenu, \u010do n\u00e1s prin\u00fatilo sp\u00fdta\u0165 sa priamo Ruda na nieko\u013eko ot\u00e1zok, ktor\u00e9 by v\u00e1s mohli zauj\u00edma\u0165. Rudo, \u010do pre teba znamenalo vytvori\u0165 nov\u00fa vizu\u00e1lnu identitu Websupportu? M\u00e1\u0161 osobnej\u0161\u00ed [&hellip;]<\/p>\n","protected":false},"author":85,"featured_media":25016,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2855,11],"tags":[3248,3236,3245,3227,1040,690,3230,707,708,727,3233,3239,3242],"class_list":["post-24887","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-pouzivatel","category-zakulisie","tag-fluent-device","tag-gobigname","tag-maskot","tag-nova-vizualna-identita","tag-pismo","tag-proces","tag-rebrand","tag-redesign","tag-redizajn","tag-rozhovor","tag-rudo-letko","tag-spot","tag-symbol"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Ako vznikala nov\u00e1 vizu\u00e1lna identita Websupportu? - Websupport blog<\/title>\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.websupport.sk\/blog\/2021\/09\/ako-vznikala-nova-vizualna-identita\/\" \/>\n<meta property=\"og:locale\" content=\"sk_SK\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Ako vznikala nov\u00e1 vizu\u00e1lna identita Websupportu? - Websupport blog\" \/>\n<meta property=\"og:description\" content=\"Tvorcami novej vizu\u00e1lnej identity Websupportu je t\u00edm \u013eud\u00ed okolo Ruda Letka z GoBigname. 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