{"id":15458,"date":"2019-01-14T17:00:24","date_gmt":"2019-01-14T16:00:24","guid":{"rendered":"https:\/\/nakaza.sk\/?p=15458"},"modified":"2022-12-16T11:52:57","modified_gmt":"2022-12-16T10:52:57","slug":"zmena_loga_moze_byt_ten_spravny_krok","status":"publish","type":"post","link":"https:\/\/nakaza.sk\/zmena_loga_moze_byt_ten_spravny_krok\/","title":{"rendered":"Zmena loga m\u00f4\u017ee by\u0165 ten spr\u00e1vny krok"},"content":{"rendered":"\t\t
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V\u00edtam v\u00e1s op\u00e4\u0165 pri na\u0161om pravidelnom blogu. Ve\u013eakr\u00e1t som sa pri tvorbe firemn\u00fdch ident\u00edt, konkr\u00e9tne tvorbe log a\u00a0n\u00e1zvov zam\u00fd\u0161\u013eal, ako vznikli pr\u00e1ve tie najzn\u00e1mej\u0161ie a\u00a0najlep\u0161ie. Napr\u00edklad tak\u00e9 logo a n\u00e1zov spolo\u010dnosti Apple. Pre\u010do pr\u00e1ve jablko, \u010do ich k\u00a0tomu in\u0161pirovalo, ak\u00e9 je za t\u00fdm pozadie?<\/strong><\/p>

Dnes som sa rozhodol v\u00e1m nap\u00edsa\u0165 o dvoch najv\u00e4\u010d\u0161\u00edch konkurentoch v oblasti opera\u010dn\u00fdch syst\u00e9mov a\u00a0da\u0165 v\u00e1m nazrie\u0165, ako vzniklo Get Vision, respekt\u00edve teraj\u0161ia\u00a0NAKAZA<\/strong><\/a>.<\/p>

Za\u010dneme teda pr\u00e1ve spom\u00ednanou spolo\u010dnos\u0165ou Apple<\/a>, ktor\u00fa v\u0161etci dobre pozn\u00e1me.<\/p>\t\t\t\t\t\t\t<\/div>\r\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div><\/div>\r\n\t\t<\/section>\r\n\t\t\t\t

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Apple<\/div>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div><\/div>\r\n\t\t<\/section>\r\n\t\t\t\t
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1976<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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G\u00e9nius a\u00a0workoholik Steve Jobs a\u00a0Ronald Wayne\u00a0vytvorili prv\u00e9 logo Apple v\u00a0roku 1976,<\/strong> na ktorom bol Isaac Newton sediaci pod jablo\u0148ou. In\u0161pirovali sa cit\u00e1tom od Wordsworth, ktor\u00fd sa taktie\u017e nach\u00e1dzal v\u00a0logu. Ten znel\u00a0\u201eNewton\u2026 myse\u013e neust\u00e1le bl\u00fadiaca moriami zvl\u00e1\u0161tnych my\u0161lienok\u201c<\/em>\u00a0spolu s\u00a0\u201eApple Computer Co.\u201c<\/em>\u00a0na stuhe ozdobuj\u00facej r\u00e1m obr\u00e1zka.<\/p>\t\t\t\t\t\t\t<\/div>\r\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div><\/div>\r\n\t\t<\/section>\r\n\t\t\t\t

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1977<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Steve Jobs s prv\u00fdm logom nebol 100% spokojn\u00fd, tak v roku 1977 poveril dizajn\u00e9ra Roba Janoffa zamera\u0165 sa predov\u0161etk\u00fdm na samotn\u00e9 jablko. Janoff nesklamal a\u00a0dodal ikonick\u00e9 logo, ktor\u00e9 u\u017e dobre pozn\u00e1me, vo farebnom preveden\u00ed naz\u00fdvan\u00e9 \u201ed\u00fahov\u00e9 jablko\u201c, ktor\u00e9 sprev\u00e1dzalo odv\u00e1\u017ene a\u00a0modern\u00e9 p\u00edsmo.<\/strong><\/p><\/div>

Logo sa ujalo a\u00a0vyvolalo \u010fal\u0161ie \u0161pekul\u00e1cie oh\u013eadom jeho v\u00fdznamu. Niektor\u00ed pova\u017euj\u00fa logo za\u00a0poctu Alanovi Turingovi<\/strong>, ktor\u00fd bol prenasledovan\u00fd kv\u00f4li svojej homosexualite a\u00a0samovra\u017edu sp\u00e1chal pomocou jablka s\u00a0kyanidom. Niektor\u00ed zas verili, \u017ee d\u00fahov\u00e9 logo bolo pou\u017eit\u00e9 na promovanie prv\u00e9ho farebn\u00e9ho po\u010d\u00edta\u010da. Odvtedy pre\u0161lo logo v\u00a0priebehu rokov iba mal\u00fdmi \u00fapravami.<\/p><\/div>\t\t\t\t\t\t\t<\/div>\r\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div><\/div>\r\n\t\t<\/section>\r\n\t\t\t\t

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1984-1998<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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V roku 1984 spolo\u010dnos\u0165 Landor Associates odstr\u00e1nilo text v prospech samotnej ikony. Nesk\u00f4r v\u00a0roku 1998 sa stalo \u010diernym, potom nasledovali 3D verzie a\u00a0nakoniec ploch\u00e9 biele, alebo \u0161ed\u00e9 verzie, ktor\u00e9 pozn\u00e1me dnes.<\/strong><\/p>\t\t\t\t\t\t\t<\/div>\r\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div><\/div>\r\n\t\t<\/section>\r\n\t\t\t\t

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1975 -1980<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Za prv\u00fdm logom spolo\u010dnosti st\u00e1l samozrejme dobre zn\u00e1my miliard\u00e1r Bill Gates a\u00a0spoluzakladate\u013e Paul Allen<\/strong>. Pou\u017e\u00edvali programovac\u00ed jazyk na vytvorenie prv\u00e9ho firemn\u00e9ho loga. S\u00fastreden\u00e9 \u010diary a\u00a0zaoblen\u00e9 hrany loga in\u0161pirovan\u00e9 disko \u00e9rou, no predur\u010den\u00e9 na zmenu.<\/p>\t\t\t\t\t\t\t<\/div>\r\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div><\/div>\r\n\t\t<\/section>\r\n\t\t\t\t

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1980<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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V\u00a0snahe zosta\u0165 vizu\u00e1lne relevantnou spolo\u010dnos\u0165ou a\u00a0apelova\u0165 na tento rozv\u00edjaj\u00faci sa trh,\u00a0vytvorili \u00faplne nov\u00e9 logo s\u00a0v\u00fdrazne odv\u00e1\u017enym poh\u013eadom<\/strong>. Druh\u00e9 logo bolo vytvoren\u00e9 v\u00a0roku 1980 s\u00a0ostr\u00fdmi hranami, diagon\u00e1lnymi \u010diarami a\u00a0prehnan\u00fdmi stonkami na p\u00edsmen\u00e1ch M, R a\u00a0F. Zatia\u013e \u010do mnoh\u00ed \u013eudia schv\u00e1lili nov\u00fd vzh\u013ead, logo vydr\u017ealo iba 2 roky.<\/p>\t\t\t\t\t\t\t<\/div>\r\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div><\/div>\r\n\t\t<\/section>\r\n\t\t\t\t

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1982<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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V\u00a0snahe zosta\u0165 vizu\u00e1lne relevantnou spolo\u010dnos\u0165ou a\u00a0apelova\u0165 na tento rozv\u00edjaj\u00faci sa trh,\u00a0vytvorili \u00faplne nov\u00e9 logo s\u00a0v\u00fdrazne odv\u00e1\u017enym poh\u013eadom<\/strong>. Druh\u00e9 logo bolo vytvoren\u00e9 v\u00a0roku 1980 s\u00a0ostr\u00fdmi hranami, diagon\u00e1lnymi \u010diarami a\u00a0prehnan\u00fdmi stonkami na p\u00edsmen\u00e1ch M, R a\u00a0F. Zatia\u013e \u010do mnoh\u00ed \u013eudia schv\u00e1lili nov\u00fd vzh\u013ead, logo vydr\u017ealo iba 2 roky.<\/p>\t\t\t\t\t\t\t<\/div>\r\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div><\/div>\r\n\t\t<\/section>\r\n\t\t\t\t

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1987<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Kon\u010dia 80. roky a\u00a0Windows sa stal glob\u00e1lnou silou<\/strong>. Dizajn\u00e9r Scott Baker bol poveren\u00fd rebrandingovou snahou predstavi\u0165 nov\u00fa \u00e9ru v\u00fdpo\u010dtovej techniky a\u00a0r\u00fdchly posun v\u00a0cie\u013eoch a\u00a0v\u00edzi\u00e1ch spolo\u010dnosti. Nov\u00e9 logo vo fonte Helvetica m\u00e1 lom\u00edtko medzi p\u00edsmenami \u201eo\u201c a \u201es\u201c, aby\u00a0zd\u00f4raz\u0148ovalo pohyb a\u00a0r\u00fdchlos\u0165<\/strong>. Pou\u017eitie ove\u013ea odv\u00e1\u017enej\u0161ieho wordmarku reprezentovalo najv\u00fdraznej\u0161\u00ed odchod od predch\u00e1dzaj\u00facich l\u00f4g.<\/p>\t\t\t\t\t\t\t<\/div>\r\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div><\/div>\r\n\t\t<\/section>\r\n\t\t\t\t

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2012<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Namiesto toho, aby si najal Microsoft firmu alebo poveril vlastn\u00fdch dizajn\u00e9rov, toto logo bolo v\u00fdsledkom kolekt\u00edvneho brainstormingu medzi mnoh\u00fdmi zamestnancami.<\/p><\/div>

Najd\u00f4le\u017eitej\u0161ie je pou\u017e\u00edvanie farieb v\u00a0sl\u00e1vnej ikone so \u0161tyrmi pol\u00ed\u010dkami, ktor\u00e1\u00a0predstavovala \u00faspech syst\u00e9mu Windows spolu s\u00a0farebne odl\u00ed\u0161en\u00fdmi aplik\u00e1ciami z\u00a0Office<\/strong>\u00a0\u2013 \u010derven\u00e1 pre Powerpoint, zelen\u00e1 pre Excel, modr\u00e1 pre Word a\u00a0\u017elt\u00e1 pre Outlook. Toto je tie\u017e prv\u00fdkr\u00e1t, \u010do spolo\u010dnos\u0165 Microsoft pou\u017e\u00edva vlastn\u00e9 p\u00edsmo, Segoe UI, vytvoren\u00e9 n\u00e1vrh\u00e1rom Steveom Mattesonom.<\/p><\/div>\t\t\t\t\t\t\t<\/div>\r\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div><\/div>\r\n\t\t<\/section>\r\n\t\t\t\t

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AJ MY SME MENILI LOGO.\nDOKONCA AJ N\u00c1ZOV.<\/div>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div><\/div>\r\n\t\t<\/section>\r\n\t\t\t\t
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A teraz sa dost\u00e1vame k firme, ktorej identita pre\u0161la za p\u00e1r rokov hne\u010f nieko\u013ek\u00fdmi zmenami. Tou firmou sme my. Ve\u013ea z v\u00e1s mo\u017eno ani nevie, \u017ee kedysi d\u00e1vno sme sa nevolali NAKAZA<\/strong>, ale\u00a0Get Vision<\/strong>. Tak, ako aj t\u00ed najv\u00e4\u010d\u0161\u00ed g\u00e9niovia dne\u0161n\u00fdch \u010dias menili firemn\u00e9 identity, rozhodli sme sa v istom momente k tomuto kroku aj my.<\/p>\t\t\t\t\t\t\t<\/div>\r\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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\u201eM\u00e1s v\u00edziu, \u010di nem\u00e1\u0161 v\u00edziu?\u201c<\/em><\/strong><\/h3><\/blockquote>\n<\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Prv\u00fd n\u00e1zov Get Vision, teda z\u00edskaj v\u00edziu, bol jasn\u00fd a reprezentuj\u00faci na\u0161e poslanie a slu\u017eby pre na\u0161ich klientov.\u00a0V logu sme sa zamerali na 2 \u013eud\u00ed, ktor\u00fd reprezentovali 2 poh\u013eady na vec, \u010di\u017ee z\u00e1stupcu agent\u00fary, ako si pod\u00e1va ruku s klientom<\/strong>. Logo sa tie\u017e nieslo v znamen\u00ed technol\u00f3gi\u00ed, preto aj zobrazovalo futuristick\u00fa technologick\u00fa tv\u00e1r. Zvolili sme p\u00fatav\u00e9, \u017eiariv\u00e9 a nie tak obvykl\u00e9 farby, ako s\u00fa cyklamenov\u00e1, ktor\u00e1 prezentovala kreativitu a tyrkisov\u00e1, ktor\u00e1 predstavovala startup a motiv\u00e1ciu.<\/p>\t\t\t\t\t\t\t<\/div>\r\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div><\/div>\r\n\t\t<\/section>\r\n\t\t\t\t

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Nakaza<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Ako market\u00e9ri sme si uvedomili, \u017ee \u0161\u00edrime medzi \u013eud\u00ed r\u00f4zne kampane a zasahuj\u00fa ich na ka\u017edom kroku. Niektor\u00e9 z nich sa dokonca stali vir\u00e1lne. Z toho n\u00e1m vzi\u0161lo, \u017ee prakticky\u00a0\u0161\u00edrime ist\u00fa formu n\u00e1kazy<\/strong>.<\/p><\/div>

Chceli sme zachova\u0165 aspo\u0148 nie\u010do z na\u0161ej minulosti (Get Vision) a rozhodli sme sa, \u017ee ponech\u00e1me font Futura.\u00a0<\/p>

N\u00e1zov by sme teda mali.<\/strong><\/p><\/div>\t\t\t\t\t\t\t<\/div>\r\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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\n\t\t\t\t\t\t\t\t\t\t\t\t\t\"nakaza\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div><\/div>\r\n\t\t<\/section>\r\n\t\t\t\t
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Teraz to chcelo vizu\u00e1lnu podobu n\u00e1zvu a logo.<\/strong><\/p><\/div><\/div>

N\u00e1zov sme transformovali do ve\u013ek\u00fdch p\u00edsmen a v\u00fdsledok nabral nov\u00fd rozmer. Experimentovali sme so znakom v\u00edrusu, ktor\u00fd sme r\u00f4zne deformovali a prer\u00e1bali, k\u00fdm sme sa nakoniec nezhodli, \u017ee n\u00e1zov a jeho vizu\u00e1lna podoba s\u00fa nato\u013eko zauj\u00edmav\u00e9, \u017ee \u017eiadne logo u\u017e nebude treba.<\/p><\/div><\/div>\t\t\t\t\t\t\t<\/div>\r\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Nakoniec sme sa font poupravi\u0165, konkr\u00e9tne p\u00edsmen\u00e1 A, kde sme odstr\u00e1nili stredov\u00fa \u010diaru<\/strong> a n\u00e1zov r\u00e1zom dostal \u0161mrnc. Vyzeral dynamicky, ostro a moderne, \u010do dokonale naplnilo na\u0161e predstavy.<\/p>

Zvolili sme si na\u0161e hlavn\u00e9 farby, ktor\u00fdmi s\u00fa biela a \u010dierna. \u010cierna n\u00e1m reprezentuje luxus, eleganciu a ist\u00fa d\u00e1vku tajuplnosti. Dokonal\u00fdm kontrastom k tejto farbe je biela, ktor\u00e1 n\u00e1m zas dod\u00e1va pocit transparentnosti a ist\u00fa formu o\u010disty.<\/strong> Tieto dve farby patria medzi neutr\u00e1lne a takmer ka\u017ed\u00fd sa s nimi stoto\u017e\u0148uje. Cel\u00fd proces n\u00e1m zabral dlh\u00e9 hodiny rozm\u00fd\u0161\u013eania, grafick\u00fdch procesov, brainstormingov, no ako sa nesk\u00f4r uk\u00e1zalo, bol to ve\u013emi dobr\u00fd krok.<\/p><\/div><\/div>\t\t\t\t\t\t\t<\/div>\r\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Ako m\u00f4\u017eete vidie\u0165, zmena firemnej identity, konkr\u00e9tne loga a\u00a0n\u00e1zvu, je be\u017en\u00e1 praktika aj t\u00fdch najv\u00e4\u010d\u0161\u00edch gigantov. Niekedy m\u00f4\u017eete robi\u0165 v\u0161etko spr\u00e1vne, no samotn\u00e9 logo alebo n\u00e1zov jednoducho nie s\u00fa t\u00fdm prav\u00fdm orechov\u00fdm.\u00a0Nebojte sa preto odhodla\u0165 aj k\u00a0tak\u00e9muto kroku napriek tomu, \u017ee u\u017e ste svoj brand dlho budovali.<\/strong><\/p><\/div><\/div>\t\t\t\t\t\t\t<\/div>\r\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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\u201eZmena sama o\u00a0sebe nie je dobr\u00e1 alebo zl\u00e1, ale poznanie je u\u017eito\u010dn\u00e9.\u201c<\/i><\/strong><\/h3><\/blockquote>\n<\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Chcete vedie\u0165, \u010do by malo sp\u013a\u0148a\u0165 firemn\u00e9 logo, aby bolo \u00faspe\u0161n\u00e9? Pre\u010d\u00edtajte si n\u00e1\u0161 \u010dl\u00e1nok, v ktorom n\u00e1jdete 10 pravidiel pre \u00faspe\u0161n\u00e9 logo firmy<\/a><\/strong>.<\/a><\/p><\/div><\/div>\t\t\t\t\t\t\t<\/div>\r\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div><\/div>\r\n\t\t<\/section>\r\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"

Dnes som sa rozhodol v\u00e1m nap\u00edsa\u0165 o dvoch najv\u00e4\u010d\u0161\u00edch konkurentoch v oblasti opera\u010dn\u00fdch syst\u00e9mov a\u00a0da\u0165 v\u00e1m nazrie\u0165, ako vzniklo logo Get Vision, respekt\u00edve teraj\u0161ia NAKAZA.<\/p>\n","protected":false},"author":1,"featured_media":28469,"comment_status":"open","ping_status":"open","sticky":false,"template":"single-fullwidth.php","format":"standard","meta":{"footnotes":""},"categories":[22,26,25],"tags":[],"class_list":{"0":"post-15458","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-analytics","8":"category-budovanie-znacky","9":"category-marketing"},"yoast_head":"\nZmena loga m\u00f4\u017ee by\u0165 ten spr\u00e1vny krok | NAKAZA<\/title>\n<meta name=\"description\" content=\"\u010cl\u00e1nok o dvoch najv\u00e4\u010d\u0161\u00edch konkurentoch v oblasti opera\u010dn\u00fdch syst\u00e9mov a pr\u00edbeh o tom, ako vzniklo logo Get Vision, respekt\u00edve teraj\u0161ia NAKAZA.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/nakaza.sk\/zmena_loga_moze_byt_ten_spravny_krok\/\" \/>\n<meta property=\"og:locale\" content=\"sk_SK\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Zmena loga m\u00f4\u017ee by\u0165 ten spr\u00e1vny krok | NAKAZA\" \/>\n<meta property=\"og:description\" content=\"\u010cl\u00e1nok o dvoch najv\u00e4\u010d\u0161\u00edch konkurentoch v oblasti opera\u010dn\u00fdch syst\u00e9mov a pr\u00edbeh o tom, ako vzniklo logo Get Vision, respekt\u00edve teraj\u0161ia NAKAZA.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/nakaza.sk\/zmena_loga_moze_byt_ten_spravny_krok\/\" \/>\n<meta property=\"og:site_name\" content=\"NAKAZA\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/nakaza.sk\" \/>\n<meta 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