{"id":7056,"date":"2023-04-26T09:03:18","date_gmt":"2023-04-26T07:03:18","guid":{"rendered":"https:\/\/orangeacademy.cz\/clanky\/?p=7056"},"modified":"2023-04-27T16:48:45","modified_gmt":"2023-04-27T14:48:45","slug":"uspesne-podnikani-logo-slogan-a-brand","status":"publish","type":"post","link":"https:\/\/orangeacademy.cz\/clanky\/uspesne-podnikani-logo-slogan-a-brand\/","title":{"rendered":"Logo, slogan a brand pro \u00fasp\u011b\u0161n\u00e9 podnik\u00e1n\u00ed"},"content":{"rendered":"

M\u00edt dobr\u00fd podnikatelsk\u00fd n\u00e1pad a usp\u011bt s n\u00edm, je sen, kter\u00fd v\u0161ak nen\u00ed nedosa\u017eiteln\u00fd. Nicm\u00e9n\u011b je t\u0159eba myslet na \u0159adu faktor\u016f, proto\u017ee samotn\u00e1 originalita v\u00fdrobku nebo nab\u00edzen\u00e9 slu\u017eby nesta\u010d\u00ed. V dne\u0161n\u00ed spole\u010dnosti prod\u00e1vaj\u00ed obaly a loga, kter\u00e1 p\u016fsob\u00ed na smysly a maj\u00ed sv\u016fj jedine\u010dn\u00fd styl. Brand je nutnost\u00ed, pokud chcete b\u00fdt \u00fasp\u011b\u0161n\u00ed, je tak\u00e9 jednou ze slo\u017eek, kter\u00e9 v\u00e1m pomohou dos\u00e1hnout va\u0161ich c\u00edl\u016f.<\/strong><\/p>\n

Brand a pravidla tvorby loga<\/h2>\n

Proces tvorby loga a budov\u00e1n\u00ed brandu nen\u00ed \u00fapln\u011b jednoduch\u00fdm procesem,<\/strong> nen\u00ed to n\u011bco co m\u016f\u017eete usp\u011bchat a m\u00edt vy\u0159e\u0161en\u00e9 za n\u011bkolik minut s online gener\u00e1torem. Jedn\u00e1 se o obr\u00e1zek, kter\u00fd je s va\u0161\u00ed prac\u00ed spojen a odr\u00e1\u017e\u00ed v\u0161e co va\u0161e firma nab\u00edz\u00ed sv\u00fdm klient\u016fm,<\/strong> proto je lep\u0161\u00ed kdy\u017e si d\u00e1te v\u00edce z\u00e1le\u017eet. Pokud tedy zakl\u00e1d\u00e1te firmu nebo pl\u00e1nujete prod\u00e1vat sv\u00e9 v\u00fdrobky, je vhodn\u011bj\u0161\u00ed sv\u011b\u0159it tvorbu sv\u00e9ho loga zku\u0161en\u00e9mu grafikovi. V p\u0159\u00edpad\u011b, \u017ee se porad\u00edte s odborn\u00edkem na grafick\u00fd design, budete m\u00edt jasn\u011bj\u0161\u00ed p\u0159edstavu o tom, co preferujete a va\u0161e podnikatelsk\u00e1 cesta bude mnohem snadn\u011bj\u0161\u00ed. Dbejte v\u0161ak na to, aby bylo logo origin\u00e1ln\u00ed, pokud si nech\u00e1te vytvo\u0159it t\u00e9m\u011b\u0159 stejn\u00e9 ji\u017e nebo existuj\u00edc\u00ed logo, hroz\u00ed pr\u00e1vn\u00ed spor.<\/strong><\/a><\/p>\n

Logo m\u00e1 \u0161irok\u00e9 uplatn\u011bn\u00ed<\/h2>\n

V\u0161e za\u010d\u00edn\u00e1 origin\u00e1ln\u00edm vizu\u00e1ln\u00edm designem spolu s pe\u010dliv\u011b vybran\u00fdm p\u00edsmem a barevn\u00fdm sch\u00e9ma. Pozornost lid\u00ed m\u016f\u017ee upoutat banner ka\u017ed\u00e9 velikosti. Logo nen\u00ed jen obr\u00e1zek na domovsk\u00e9 str\u00e1nce webu.<\/strong> P\u0159i bli\u017e\u0161\u00edm pohledu zjist\u00edte, \u017ee logo je vlastn\u011b jen mal\u00e1 \u010d\u00e1st toho, jak se prezentovat. Logo je ide\u00e1ln\u00ed dopln\u011bk pro ti\u0161t\u011bnou vizitku, na billboard, reklamn\u00ed let\u00e1k nebo pro reklamn\u00ed spot do televize.<\/a><\/strong> Z\u00e1sadn\u00ed je zv\u00e1\u017eit, zda vybran\u00e9 logo pom\u016f\u017ee z\u00e1kazn\u00edk\u016fm zapamatovat si v\u00e1s a spojit si v\u00e1s s va\u0161\u00ed nab\u00eddkou v\u00fdrobk\u016f nebo slu\u017eeb.<\/p>\n

Ochrann\u00e1 zn\u00e1mka loga<\/h2>\n

Ochrann\u00e1 zn\u00e1mka je n\u00e1strojem ochrany zna\u010dky, kter\u00fd firmy vyu\u017e\u00edvaj\u00ed k identifikaci sebe sama, sv\u00e9ho zbo\u017e\u00ed a slu\u017eeb a k odli\u0161en\u00ed se od jin\u00fdch firem, kter\u00e9 nab\u00edzej\u00ed stejn\u00e9 nebo podobn\u00e9 zbo\u017e\u00ed a slu\u017eby. Va\u0161e ochrann\u00e1 zn\u00e1mka slou\u017e\u00ed jako identifik\u00e1tor, podle kter\u00e9ho si v\u00e1s z\u00e1kazn\u00edci vyb\u00edraj\u00ed a pamatuji si v\u00e1s a t\u00edm se odli\u0161ujete od konkurence.<\/strong> Jak\u00fdkoli symbol, kter\u00fd m\u016f\u017ee b\u00fdt graficky zn\u00e1zorn\u011bn, nap\u0159. slovo, fr\u00e1ze nebo logo pou\u017e\u00edvan\u00e9 k rozli\u0161en\u00ed vyr\u00e1b\u011bn\u00e9ho zbo\u017e\u00ed, se m\u016f\u017ee ozna\u010dit ochrannou zn\u00e1mkou, pokud spl\u0148uje po\u017eadavky uveden\u00e9 v platn\u00e9m z\u00e1kon\u011b.<\/p>\n

Ochrann\u00e1 zn\u00e1mka mus\u00ed b\u00fdt zaps\u00e1na v rejst\u0159\u00edku ochrann\u00fdch zn\u00e1mek \u00da\u0159adu pr\u016fmyslov\u00e9ho vlastnictv\u00ed.<\/strong> P\u0159ed z\u00e1pisem nov\u00e9 ochrann\u00e9 zn\u00e1mky \u00fa\u0159ed ov\u011b\u0159\u00ed, zda m\u00e1 v\u0161echny po\u017eadovan\u00e9 prvky a ur\u010d\u00ed, zda nen\u00ed podobn\u00e1 nebo zam\u011bniteln\u011b podobn\u00e1 s jinou ochrannou zn\u00e1mkou Pot\u00e9\u00a0 zve\u0159ejn\u00ed p\u0159ihl\u00e1\u0161ku ochrann\u00e9 zn\u00e1mky, aby mohla zainteresovan\u00e1 ve\u0159ejnost vyj\u00e1d\u0159it p\u0159\u00edpadn\u00e9 p\u0159ipom\u00ednky nebo n\u00e1mitky.<\/strong> Ochrann\u00e1 zn\u00e1mka mus\u00ed b\u00fdt zaps\u00e1na do rejst\u0159\u00edku, pokud proti jej\u00edmu z\u00e1pisu nejsou vzneseny \u017e\u00e1dn\u00e9 n\u00e1mitky nebo p\u0159ipom\u00ednky,\u00a0je ochrann\u00e1 zn\u00e1mka zaps\u00e1na do rejst\u0159\u00edku.<\/p>\n

Studujte kurz marketingu<\/span><\/a><\/span><\/span><\/p>\n

Pr\u00e1va pro vlastn\u00edka ochrann\u00e9 zn\u00e1mky<\/h2>\n

Ochrannou zn\u00e1mku lze pou\u017e\u00edvat pouze ve spojen\u00ed s v\u00fdrobky nebo slu\u017ebami, kter\u00e9 pat\u0159\u00ed jej\u00edmu vlastn\u00edkovi. Ten ji sm\u00ed pou\u017e\u00edvat spolu se zna\u010dkou (R) nebo R v krou\u017eku. Sv\u00e9 logo m\u016f\u017ee vytisknout na obaly nebo etikety zbo\u017e\u00ed. M\u016f\u017ee pod t\u00edmto ozna\u010den\u00edm dov\u00e1\u017eet nebo vyv\u00e1\u017eet zbo\u017e\u00ed. M\u016f\u017ee nab\u00edzet, prod\u00e1vat nebo skladovat v\u00fdrobky nebo slu\u017eby s t\u00edmto ozna\u010den\u00edm.\u00a0Pod t\u00edmto ozna\u010den\u00edm m\u016f\u017ee u\u017e\u00edvat logo v jak\u00e9koli reklam\u011b.<\/a><\/p>\n

Logo \u2013 jeho tvorba je za\u010d\u00e1tek pro \u00fasp\u011b\u0161n\u00e9 podnik\u00e1n\u00ed<\/h2>\n

Prezentace je samoz\u0159ejm\u011b na prvn\u00edm m\u00edst\u011b a pe\u010dliv\u011b vybran\u00e9 logo je nutnost\u00ed. N\u00e1vrh loga je po\u010d\u00e1te\u010dn\u00ed f\u00e1z\u00ed dlouh\u00e9 cesty, na jej\u00edm\u017e konci na v\u00e1s mohou \u010dekat nov\u00ed klienti. Firmy, kter\u00e9 se nakonec odli\u0161\u00ed od konkurence a svou zcela jedine\u010dnou vizu\u00e1ln\u00ed identitou, maj\u00ed \u00fasp\u011bch na dosah. Pr\u016fzkum trhu<\/a> je proto kl\u00ed\u010dov\u00fd a krom\u011b toho mus\u00edte tak\u00e9 pe\u010dliv\u011b sledovat akce, kter\u00e9 prov\u00e1d\u00ed va\u0161e konkurence a pou\u010dte se z chyb druh\u00fdch. Grafick\u00e9 design\u00e9ry oslovujte a\u017e po d\u016fkladn\u00e9m prozkoum\u00e1n\u00ed trhu.<\/p>\n

\"logo\"

P\u0159i vytv\u00e1\u0159en\u00ed zna\u010dky je t\u0159eba kl\u00e1st d\u016fraz na zapamatovatelnost, odli\u0161nost, srozumitelnost a \u00fa\u010del.<\/p><\/div>\n

Jak na \u00fasp\u011b\u0161n\u00fd brand?<\/h2>\n

Proces vytv\u00e1\u0159en\u00ed zna\u010dky je zdlouhav\u00fd a je spojen s mnoha povinnostmi. Zna\u010dka m\u016f\u017ee krom\u011b n\u00e1zvu a loga obsahovat tak\u00e9 slogan a zp\u016fsob komunikace se z\u00e1kazn\u00edky.\u00a0<\/strong> P\u0159i vytv\u00e1\u0159en\u00ed zna\u010dky je t\u0159eba kl\u00e1st d\u016fraz na zapamatovatelnost, odli\u0161nost, srozumitelnost a \u00fa\u010del. C\u00edlem zna\u010dky je, aby byl v\u00fdrobek nebo slu\u017eba zna\u010dky jednodu\u0161e rozpoznateln\u00e1. Zna\u010dka nab\u00edz\u00ed ur\u010ditou formu z\u00e1ruky hodnoty, jako je kvalita, spokojenost spot\u0159ebitel\u016f nebo konkuren\u010dn\u00ed v\u00fdhoda. Zna\u010dka vytv\u00e1\u0159\u00ed n\u011bco, s \u010d\u00edm se kupuj\u00edc\u00ed m\u016f\u017ee do ur\u010dit\u00e9 m\u00edry ztoto\u017enit. Z\u00e1kazn\u00edci jsou ochotni zaplatit v\u00edce za zbo\u017e\u00ed nebo slu\u017eby od v\u00fdrobce, kter\u00fd m\u00e1 zavedenou zna\u010dku, proto\u017ee hodnota zna\u010dky se zvy\u0161uje.<\/p>\n

Slovo branding<\/strong> je komplexem v\u0161ech v\u00fd\u0161e uveden\u00fdch \u010dinnost\u00ed – vytvo\u0159en\u00ed jeho n\u00e1zvu, loga sloganu a komunikace se z\u00e1kazn\u00edky.<\/strong> Tento trend brandingu lze nejv\u00edce pozorovat v oblastech luxusn\u00edho zbo\u017e\u00ed. Mezi slu\u017eby, jejich\u017e poskytovatel\u00e9 p\u011bstuj\u00ed brand, mohou pat\u0159it nap\u0159\u00edklad n\u011bkter\u00e9 s\u00edt\u011b restaurac\u00ed,fitness centra nebo hotelov\u00e9 \u0159et\u011bzce apod.<\/p>\n","protected":false},"excerpt":{"rendered":"

M\u00edt dobr\u00fd podnikatelsk\u00fd n\u00e1pad a usp\u011bt s n\u00edm, je sen, kter\u00fd v\u0161ak nen\u00ed nedosa\u017eiteln\u00fd. Nicm\u00e9n\u011b je t\u0159eba myslet na \u0159adu faktor\u016f, proto\u017ee samotn\u00e1 originalita v\u00fdrobku nebo nab\u00edzen\u00e9 slu\u017eby nesta\u010d\u00ed. V dne\u0161n\u00ed spole\u010dnosti prod\u00e1vaj\u00ed obaly a loga, kter\u00e1 p\u016fsob\u00ed na smysly a maj\u00ed sv\u016fj jedine\u010dn\u00fd styl. Brand je nutnost\u00ed, pokud chcete b\u00fdt \u00fasp\u011b\u0161n\u00ed, je tak\u00e9 jednou […]<\/p>\n","protected":false},"author":14,"featured_media":7058,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"categories":[330],"tags":[166,35,65,66,147],"class_list":["post-7056","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-podnikani","tag-finance","tag-kariera","tag-marketing","tag-online-marketing","tag-tipy"],"yoast_head":"\nLogo, slogan a brand pro \u00fasp\u011b\u0161n\u00e9 podnik\u00e1n\u00ed<\/title>\n<meta name=\"description\" content=\"Samotn\u00e1 originalita v\u00fdrobku nebo slu\u017eby nesta\u010d\u00ed. V dne\u0161n\u00ed spole\u010dnosti prod\u00e1vaj\u00ed obaly a logo, kter\u00e1 p\u016fsob\u00ed na smysly a maj\u00ed jedine\u010dn\u00fd styl.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/orangeacademy.cz\/clanky\/uspesne-podnikani-logo-slogan-a-brand\/\" \/>\n<meta property=\"og:locale\" content=\"cs_CZ\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Logo, slogan a brand pro \u00fasp\u011b\u0161n\u00e9 podnik\u00e1n\u00ed\" \/>\n<meta property=\"og:description\" content=\"Samotn\u00e1 originalita v\u00fdrobku nebo slu\u017eby nesta\u010d\u00ed. 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