{"id":16037,"date":"2022-04-12T01:37:12","date_gmt":"2022-04-12T01:37:12","guid":{"rendered":"https:\/\/www.lifescienceart.com\/?p=16037"},"modified":"2022-04-12T01:37:12","modified_gmt":"2022-04-12T01:37:12","slug":"smithsonian-unifies-brand-identity-with-new-sunburst-logo","status":"publish","type":"post","link":"https:\/\/www.lifescienceart.com\/cs\/art\/museums\/smithsonian-unifies-brand-identity-with-new-sunburst-logo\/","title":{"rendered":"Smithsonian nov\u011b definuje svou vizu\u00e1ln\u00ed identitu: Z\u00e1\u0159\u00edc\u00ed symbol pozn\u00e1n\u00ed a inovac\u00ed"},"content":{"rendered":"

Jednotn\u00e1 zna\u010dkov\u00e1 identita Smithsonova institutu<\/h2>\n\n

Historie log Smithsonianu<\/h2>\n\n

V pr\u016fb\u011bhu sv\u00e9 152let\u00e9 historie pou\u017e\u00edval Smithson\u016fv institut r\u016fzn\u00e1 loga k reprezentaci sv\u00e9ho posl\u00e1n\u00ed. V roce 1847 byl na jeho pe\u010deti vyobrazen jeho dobrodinec James Smithson. Na konci 19. stolet\u00ed se p\u0159evl\u00e1daj\u00edc\u00edm logem stal gl\u00f3bus lemovan\u00fd pochodn\u011bmi pozn\u00e1n\u00ed, kter\u00fd vydr\u017eel a\u017e do roku 1966. Slune\u010dn\u00ed paprsky, symbolizuj\u00edc\u00ed osv\u00edcen\u00ed, byly p\u0159ijaty v roce 1966, ale byly doprov\u00e1zeny mno\u017estv\u00edm jednotliv\u00fdch log r\u016fzn\u00fdch muze\u00ed a odd\u011blen\u00ed.<\/p>\n\n

Pot\u0159eba jednotn\u00e9 zna\u010dky<\/h2>\n\n

Pr\u016fzkum trhu z roku 1995 odhalil, \u017ee zat\u00edmco p\u0159es 80 % Ameri\u010dan\u016f Smithson\u016fv institut zn\u00e1, jejich dojmy byly pon\u011bkud v\u00e1gn\u00ed. Pr\u016fzkum zd\u016fraznil pot\u0159ebu sjednocuj\u00edc\u00edho symbolu, kter\u00fd by reprezentoval rozmanit\u00e9 programy a sb\u00edrky institutu.<\/p>\n\n

Nov\u00e9 logo slune\u010dn\u00edch paprsk\u016f<\/h2>\n\n

Aby byla tato pot\u0159eba napln\u011bna, Smithson\u016fv institut pov\u011b\u0159il newyorskou firmu Chermayeff & Geismar, Inc. p\u0159epracov\u00e1n\u00edm loga slune\u010dn\u00edch paprsk\u016f. Aktualizovan\u00e9 slune\u010dn\u00ed paprsky maj\u00ed nov\u00fd design a styl p\u00edsma. Nahrad\u00ed loga v\u0161ech jednotliv\u00fdch muze\u00ed, v\u00fdzkumn\u00fdch \u00fastav\u016f a kancel\u00e1\u0159\u00ed a umo\u017en\u00ed jim prosazovat jejich individualitu p\u0159i zachov\u00e1n\u00ed jednotn\u00e9 zna\u010dky.<\/p>\n\n

D\u016fle\u017eitost zna\u010dky<\/h2>\n\n

V obchodn\u00edm sv\u011bt\u011b je zna\u010dka nezbytn\u00e1 pro odli\u0161en\u00ed produkt\u016f a slu\u017eeb. P\u0159esto\u017ee Smithson\u016fv institut p\u016fsob\u00ed v neziskov\u00e9m kulturn\u00edm sektoru, \u010del\u00ed podobn\u00e9mu tlaku, aby jasn\u011b a efektivn\u011b komunikoval svou identitu. Jedin\u00e1 grafika reprezentuj\u00edc\u00ed jak celek institutu, tak jeho \u010d\u00e1sti je z\u00e1sadn\u00ed pro z\u00edsk\u00e1n\u00ed podpory a udr\u017een\u00ed jeho rozmanit\u00fdch aktivit.<\/p>\n\n

Z\u00e1kladn\u00ed identita Smithsonova institutu<\/h2>\n\n

Navzdory velk\u00e9mu rozsahu sv\u00fdch program\u016f je Smithson\u016fv institut spojen spole\u010dnou z\u00e1kladn\u00ed identitou a z\u00e1vazkem \u201e\u0161\u00ed\u0159it a roz\u0161i\u0159ovat pozn\u00e1n\u00ed\u201c. Nov\u00e9 logo slune\u010dn\u00edch paprsk\u016f toto odhodl\u00e1n\u00ed zt\u011bles\u0148uje a odr\u00e1\u017e\u00ed historii, inovace a p\u0159\u00edstupnost institutu.<\/p>\n\n

Role designu ve zna\u010dce<\/h2>\n\n

Design nov\u00e9ho loga slune\u010dn\u00edch paprsk\u016f hraje v\u00fdznamnou roli v utv\u00e1\u0159en\u00ed zna\u010dky Smithsonova institutu. Symbol slune\u010dn\u00edch paprsk\u016f evokuje osv\u00edcen\u00ed a pozn\u00e1n\u00ed, zat\u00edmco nov\u00fd design a styl p\u00edsma zprost\u0159edkov\u00e1vaj\u00ed modernost a p\u0159izp\u016fsobivost. Konzistentn\u00ed pou\u017e\u00edv\u00e1n\u00ed loga ve v\u0161ech entit\u00e1ch Smithsonova institutu vytv\u00e1\u0159\u00ed soudr\u017en\u00fd a rozpoznateln\u00fd obraz zna\u010dky.<\/p>\n\n

Dopad nov\u00e9ho loga<\/h2>\n\n

O\u010dek\u00e1v\u00e1 se, \u017ee nov\u00e9 logo Smithsonova institutu bude m\u00edt pozitivn\u00ed dopad na vztahy s ve\u0159ejnost\u00ed a marketingov\u00e9 strategie institutu. Zv\u00fd\u0161\u00ed rozpoznatelnost zna\u010dky, podpo\u0159\u00ed siln\u011bj\u0161\u00ed pocit jednoty mezi entitami Smithsonova institutu a poskytne jasnou vizu\u00e1ln\u00ed reprezentaci posl\u00e1n\u00ed a hodnot institutu.<\/p>\n\n

Dal\u0161\u00ed \u00favahy<\/h2>\n\n

Zna\u010dka Smithsonova institutu p\u0159esahuje jeho logo. Zahrnuje v\u0161echny aspekty komunikace Institutu, v\u010detn\u011b jeho webov\u00fdch str\u00e1nek, p\u0159\u00edtomnosti na soci\u00e1ln\u00edch s\u00edt\u00edch, publikac\u00ed a vzd\u011bl\u00e1vac\u00edch program\u016f. Konzistence a soudr\u017enost ve zna\u010dkov\u00e9m sd\u011blen\u00ed jsou nezbytn\u00e9 pro udr\u017een\u00ed siln\u00e9ho a rozpoznateln\u00e9ho obrazu zna\u010dky.<\/p>\n\n

Z\u00e1vazek Smithsonova institutu v\u016f\u010di zna\u010dce je nep\u0159etr\u017eit\u00fd proces. Jak se Institut vyv\u00edj\u00ed a p\u0159izp\u016fsobuje se m\u011bn\u00edc\u00edm se pot\u0159eb\u00e1m, jeho zna\u010dka bude nad\u00e1le vylep\u0161ov\u00e1na a aktualizov\u00e1na, aby odr\u00e1\u017eela jeho z\u00e1kladn\u00ed posl\u00e1n\u00ed a hodnoty.<\/p>","protected":false},"excerpt":{"rendered":"

Jednotn\u00e1 zna\u010dkov\u00e1 identita Smithsonova institutu Historie log Smithsonianu V pr\u016fb\u011bhu sv\u00e9 152let\u00e9 historie pou\u017e\u00edval Smithson\u016fv institut r\u016fzn\u00e1 loga k reprezentaci sv\u00e9ho posl\u00e1n\u00ed. V roce 1847 byl na jeho pe\u010deti vyobrazen…<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[16062],"tags":[2210,16491,16490,5409,21307,5932],"class_list":["post-16037","post","type-post","status-publish","format-standard","hentry","category-museums","tag-enlightenment","tag-brand-identity","tag-logo-design","tag-knowledge","tag-sunburst","tag-smithsonian"],"_links":{"self":[{"href":"https:\/\/www.lifescienceart.com\/cs\/wp-json\/wp\/v2\/posts\/16037","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.lifescienceart.com\/cs\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.lifescienceart.com\/cs\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.lifescienceart.com\/cs\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.lifescienceart.com\/cs\/wp-json\/wp\/v2\/comments?post=16037"}],"version-history":[{"count":1,"href":"https:\/\/www.lifescienceart.com\/cs\/wp-json\/wp\/v2\/posts\/16037\/revisions"}],"predecessor-version":[{"id":16038,"href":"https:\/\/www.lifescienceart.com\/cs\/wp-json\/wp\/v2\/posts\/16037\/revisions\/16038"}],"wp:attachment":[{"href":"https:\/\/www.lifescienceart.com\/cs\/wp-json\/wp\/v2\/media?parent=16037"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.lifescienceart.com\/cs\/wp-json\/wp\/v2\/categories?post=16037"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.lifescienceart.com\/cs\/wp-json\/wp\/v2\/tags?post=16037"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}