{"id":4007,"date":"2021-09-21T11:03:35","date_gmt":"2021-09-21T09:03:35","guid":{"rendered":"https:\/\/www.websupport.cz\/blog\/?p=4007"},"modified":"2025-03-11T21:18:26","modified_gmt":"2025-03-11T20:18:26","slug":"nova-vizualni-identita-websupportu","status":"publish","type":"post","link":"https:\/\/www.websupport.cz\/blog\/2021\/09\/nova-vizualni-identita-websupportu\/","title":{"rendered":"Jak vznikala nov\u00e1 vizu\u00e1ln\u00ed identita Websupportu"},"content":{"rendered":"\n<p><em>Tv\u016frcem nov\u00e9 vizu\u00e1ln\u00ed identity Websupportu je sehran\u00fd t\u00fdm kolem Rudolfa Letka z <\/em><a href=\"https:\/\/www.gobigname.com\/\" target=\"_blank\" rel=\"noreferrer noopener\"><em>GoBigname<\/em><\/a><em>. B\u011bhem uplynul\u00fdch t\u00fddn\u016f jsme na tuto zm\u011bnu zaregistrovali velmi pozitivn\u00ed ohlasy od na\u0161ich z\u00e1kazn\u00edk\u016f, co\u017e n\u00e1s p\u0159im\u011blo polo\u017eit p\u00e1r ot\u00e1zek p\u0159\u00edmo Rudovi.<\/em><\/p>\n\n\n\n<p><em><strong>Rudo, co pro tebe znamenalo vytvo\u0159it Websupportu novou vizu\u00e1ln\u00ed identitu? M\u00e1\u0161 k t\u00e9to zna\u010dce osobn\u011bj\u0161\u00ed vztah?<\/strong><\/em><\/p>\n\n\n\n<p>Dostat p\u0159\u00edle\u017eitost k vytvo\u0159en\u00ed nov\u00e9 vizu\u00e1ln\u00ed identity pro Websupport bylo jako pracovat na redesignu auta, kter\u00e9 zbo\u017e\u0148uje\u0161, sleduje\u0161 v\u0161echny jeho \u201ekroky\u201c, vn\u00edm\u00e1\u0161 cel\u00fd ten kult okolo n\u011bj a v neposledn\u00ed \u0159ad\u011b jsi jeho aktivn\u00edm u\u017eivatelem. Tak\u017ee ano, k t\u00e9to zna\u010dce m\u00e1m celkem osobn\u00ed vztah, proto\u017ee si jej\u00ed v\u00fdvoj hl\u00edd\u00e1m minim\u00e1ln\u011b posledn\u00edch deset let. Vytvo\u0159en\u00ed nov\u00e9 vizu\u00e1ln\u00ed identity tak pro m\u011b znamenalo opravdu hodn\u011b.&nbsp;<\/p>\n\n\n\n<p><em><strong>Kde podle tebe byly nejv\u011bt\u0161\u00ed nedostatky p\u0159edch\u00e1zej\u00edc\u00ed identity?<\/strong><\/em><\/p>\n\n\n\n<p>Z \u00fahlu pozorovatele lok\u00e1ln\u00ed a kultovn\u00ed zna\u010dky jsem z hlediska vizuality nezaznamenal \u017e\u00e1dn\u00e9 nedostatky. Miloval jsem ve\u0161ker\u00e9 ilustrace, a to bez nutnosti objevov\u00e1n\u00ed nap\u0159\u00edklad povahy samotn\u00e9ho produktu. Z pohledu u\u017eivatele slu\u017eby se mnou ale vizu\u00e1ln\u00ed komunikace nevedla \u201edialog\u201c, d\u00edky kter\u00e9mu dok\u00e1\u017ee funkcionalitu slu\u017eby pochopit i m\u00e9n\u011b zdatn\u00fd z\u00e1kazn\u00edk.<\/p>\n\n\n\n<p><em><strong>Co bylo nejz\u00e1sadn\u011bj\u0161\u00edm c\u00edlem p\u0159i tvorb\u011b nov\u00e9ho vizu\u00e1lu?&nbsp;<\/strong><\/em><\/p>\n\n\n\n<p>Nastavit v\u0161echny vizu\u00e1ln\u00ed atributy zna\u010dky tak, aby krom\u011b konzistentnosti vyvol\u00e1valy v o\u010d\u00edch klienta i lehkost a pohodlnou orientaci nap\u0159\u00ed\u010d celou vizu\u00e1ln\u00ed komunikac\u00ed. Jinak \u0159e\u010deno, vytvo\u0159it vizu\u00e1l jako konzistentn\u00ed n\u00e1stroj pro podporu byznysu, emoc\u00ed a pochopen\u00ed dan\u00e9ho produktu.&nbsp;<\/p>\n\n\n\n<p><em><strong>Jak dlouho tvorba nov\u00e9 identity trvala?<\/strong><\/em><\/p>\n\n\n\n<p>Pokud m\u011b pam\u011b\u0165 neklame, spole\u010dn\u00fdmi silami jsme tomu v\u011bnovali v\u00edc ne\u017e rok.<\/p>\n\n\n\n<p><em><strong>P\u0159enesl si Websupport n\u011bco z p\u0159edch\u00e1zej\u00edc\u00ed identity? Je to revoluce, nebo sp\u00ed\u0161 evoluce?<\/strong><\/em><\/p>\n\n\n\n<p>Jsem si naprosto jist\u00fd, \u017ee v o\u010d\u00edch komunity jsme svou prac\u00ed zp\u016fsobili revoluci. Pravdou v\u0161ak z\u016fst\u00e1v\u00e1 fakt, \u017ee zna\u010dn\u00e1 \u010d\u00e1st nov\u00e9 vizuality \u010derp\u00e1 z p\u0159edch\u00e1zej\u00edc\u00ed identity. Tak nap\u0159\u00edklad cel\u00e1 barevnost zna\u010dky je p\u0159\u00edm\u00fdm pokra\u010dov\u00e1n\u00edm t\u00e9 p\u016fvodn\u00ed, jeliko\u017e maskot jako hrdina jist\u00fdm zp\u016fsobem n\u00e1sleduje princip hrdin\u016f vyobrazen\u00fdch v ilustrac\u00edch minul\u00e9 identity.<\/p>\n\n\n\n<p>Snahou bylo v prvn\u00ed \u0159ad\u011b extrahovat pozitivn\u00ed vlivy za\u017eit\u00e9ho jazyka p\u0159edch\u00e1zej\u00edc\u00ed identity a p\u0159etransformovat je do nov\u00e9ho vizu\u00e1ln\u00edho 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>Jak vznikala nov\u00e1 vizu\u00e1ln\u00ed identita<\/figcaption><\/figure>\n\n\n\n<p><em><strong>V \u010dem jsou nejviditeln\u011bj\u0161\u00ed rozd\u00edly nov\u00e9 identity oproti t\u00e9 star\u00e9? Dok\u00e1\u017ee\u0161 pojmenovat konkr\u00e9tn\u00ed prvky, kter\u00e9 p\u0159ibyly?<\/strong><\/em><\/p>\n\n\n\n<p>Z\u00e1sadn\u00ed rozd\u00edl je v p\u0159\u00ednosu maskota, kter\u00fd je krom\u011b sv\u00e9 vizuality i nositelem d\u016fle\u017eit\u00e9ho brand elementu pod n\u00e1zvem <em>support line<\/em>. Tento element \u010di prvek se stal z\u00e1kladem pro tvorbu <em>pattern syst\u00e9mu<\/em> a z\u00e1rove\u0148 prvn\u00edm p\u00edsmenn\u00fdm symbolem nov\u00e9ho loga.<\/p>\n\n\n\n<p>Nejz\u00e1sadn\u011bj\u0161\u00edm rozd\u00edlem nov\u00e9 vizu\u00e1ln\u00ed identity je bezpochyby vytvo\u0159en\u00ed tzv. <em>brand k\u00f3du<\/em>, jeho\u017e sou\u010d\u00e1st\u00ed je zm\u00edn\u011bn\u00fd maskot, support line a barvy. Pointa brand k\u00f3du spo\u010d\u00edv\u00e1 v tom, \u017ee pokud p\u0159i tvorb\u011b jak\u00e9hokoliv form\u00e1tu zna\u010dky zajist\u00edme jeho p\u0159\u00edtomnost, budujeme vizu\u00e1ln\u011b konzistentn\u00ed celek.&nbsp;<\/p>\n\n\n\n<p><em><strong>Jak\u00fd byl proces tvorby loga, maskota a patternu?<\/strong><\/em><\/p>\n\n\n\n<p>Kdy\u017e p\u0159esko\u010d\u00edm velkou \u010d\u00e1st proces\u016f (v\u00fdzkum, strategie, hled\u00e1n\u00ed archetyp\u016f\u2026), sko\u010d\u00edme rovnou do procesu tvorby jednotliv\u00fdch brand element\u016f. V tomto st\u00e1diu je velmi d\u016fle\u017eit\u00e9 tvo\u0159it komplexn\u011b, respektive neztr\u00e1cet \u010das \u0161perkov\u00e1n\u00edm loga v moment, kdy je\u0161t\u011b nezn\u00e1me cel\u00e9 spektrum brandov\u00fdch prvk\u016f.<\/p>\n\n\n\n<p>Orienta\u010dn\u00edm bodem cel\u00e9ho procesu byl samoz\u0159ejm\u011b maskot. Po prvn\u00edch pocitov\u00fdch skic\u00e1ch a verifikaci tvar\u016f jsme hledali prostor k propojen\u00ed v\u00fdrazu maskota. A z toho vze\u0161el n\u00e1pad nahradit jeho \u201e\u00fasta\u201c konstantn\u00edm brand symbolem.<\/p>\n\n\n\n<p>D\u00edky t\u00e9to strategii vznikl element zvan\u00fd <em>support line<\/em>, kter\u00fd se stal z\u00e1kladem pro logo, pattern i p\u00edsmo. Potom jsme se p\u0159es plastel\u00ednu propracovali a\u017e do 3D, kde jsme m\u011bli prostor roz\u0161i\u0159ovat v\u00fdznamov\u00e9 roviny maskota (lesk o\u010d\u00ed = emoce, n\u00ed\u017e posazen\u00e9 u\u0161i = pokora\u2026). V posledn\u00edm st\u00e1diu jsme pak v\u011bnovali nemal\u00e9 \u00fasil\u00ed v\u0161elijak\u00fdm prom\u011bn\u00e1m maskota (stava\u0159, kouzeln\u00edk, z\u00e1chran\u00e1\u0159\u2026).&nbsp;<\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-large\"><a href=\"https:\/\/www.websupport.cz\/blog\/wp-content\/uploads\/2021\/09\/websupport-gobigname.jpeg\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/www.websupport.cz\/blog\/wp-content\/uploads\/2021\/09\/websupport-gobigname-1024x576.jpeg\" alt=\"\" class=\"wp-image-4010\" srcset=\"https:\/\/www.websupport.cz\/blog\/app\/uploads\/2021\/09\/websupport-gobigname-1024x576.jpeg 1024w, https:\/\/www.websupport.cz\/blog\/app\/uploads\/2021\/09\/websupport-gobigname-300x169.jpeg 300w, https:\/\/www.websupport.cz\/blog\/app\/uploads\/2021\/09\/websupport-gobigname-768x432.jpeg 768w, https:\/\/www.websupport.cz\/blog\/app\/uploads\/2021\/09\/websupport-gobigname-1536x864.jpeg 1536w, https:\/\/www.websupport.cz\/blog\/app\/uploads\/2021\/09\/websupport-gobigname-1200x675.jpeg 1200w, https:\/\/www.websupport.cz\/blog\/app\/uploads\/2021\/09\/websupport-gobigname.jpeg 1920w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/a><\/figure><\/div>\n\n\n\n<p><em><strong>V \u010dem nov\u00e9 prvky jako maskot dok\u00e1\u017eou v r\u00e1mci komunikace pom\u00e1hat?<\/strong><\/em><\/p>\n\n\n\n<p>Maskot je <em>fluent device<\/em> a velmi d\u016fle\u017eit\u00fd element, kter\u00fd se objevuje nap\u0159\u00ed\u010d celou komunikac\u00ed zna\u010dky. Svou p\u0159\u00edtomnost\u00ed podn\u011bcuje kreativitu a vytv\u00e1\u0159\u00ed v hlav\u011b asocia\u010dn\u00ed struktury napom\u00e1haj\u00edc\u00ed k zapamatovatelnosti zna\u010dky.&nbsp;<\/p>\n\n\n\n<p>Prost\u0159ednictv\u00edm maskota um\u00edme p\u0159\u00edmo propojovat cel\u00e9 spektrum brand element\u016f (barva, p\u00edsmo, pattern), co\u017e tvo\u0159\u00ed tolik d\u016fle\u017eitou konzistentnost komunikace. Maskot dok\u00e1\u017ee zajistit pozitivn\u00ed vliv na v\u00fdvoj stylu a p\u0159\u00edb\u011bhu zna\u010dky. Zvl\u00e1dne interagovat, vytv\u00e1\u0159et emoce a podporovat dialog mezi zna\u010dkou a jej\u00edmi p\u0159\u00edjemci.&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Tv\u016frcem nov\u00e9 vizu\u00e1ln\u00ed identity Websupportu je sehran\u00fd t\u00fdm kolem Rudolfa Letka z GoBigname. B\u011bhem uplynul\u00fdch t\u00fddn\u016f jsme na tuto zm\u011bnu zaregistrovali velmi pozitivn\u00ed ohlasy od na\u0161ich z\u00e1kazn\u00edk\u016f, co\u017e n\u00e1s p\u0159im\u011blo polo\u017eit p\u00e1r ot\u00e1zek p\u0159\u00edmo Rudovi. Rudo, co pro tebe znamenalo vytvo\u0159it Websupportu novou vizu\u00e1ln\u00ed identitu? M\u00e1\u0161 k t\u00e9to zna\u010dce osobn\u011bj\u0161\u00ed vztah? Dostat p\u0159\u00edle\u017eitost k vytvo\u0159en\u00ed [&hellip;]<\/p>\n","protected":false},"author":52,"featured_media":4031,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[15,410],"tags":[542,536,533,8,524,539,527,521,530,518],"class_list":["post-4007","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-nase-zpravy","category-uzivatel","tag-brand-code","tag-fluent-device","tag-gobigname","tag-hosting","tag-jak-vznikala","tag-maskot","tag-redesign-znacky","tag-redizajn","tag-webstranky","tag-websupport-identita"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Jak vznikala nov\u00e1 vizu\u00e1ln\u00ed identita Websupportu - Websupport.cz 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.cz\/blog\/2021\/09\/nova-vizualni-identita-websupportu\/\" \/>\n<meta property=\"og:locale\" content=\"cs_CZ\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Jak vznikala nov\u00e1 vizu\u00e1ln\u00ed identita Websupportu - Websupport.cz Blog\" \/>\n<meta property=\"og:description\" content=\"Tv\u016frcem nov\u00e9 vizu\u00e1ln\u00ed identity Websupportu je sehran\u00fd t\u00fdm kolem Rudolfa Letka z GoBigname. B\u011bhem uplynul\u00fdch t\u00fddn\u016f jsme na tuto zm\u011bnu zaregistrovali velmi pozitivn\u00ed ohlasy od na\u0161ich z\u00e1kazn\u00edk\u016f, co\u017e n\u00e1s p\u0159im\u011blo polo\u017eit p\u00e1r ot\u00e1zek p\u0159\u00edmo Rudovi. Rudo, co pro tebe znamenalo vytvo\u0159it Websupportu novou vizu\u00e1ln\u00ed identitu? M\u00e1\u0161 k t\u00e9to zna\u010dce osobn\u011bj\u0161\u00ed vztah? 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