20.500.12556/DKUM-36728 POMEN IN RAZVOJ LOGOTIPA V OKVIRU BLAGOVNE ZNAMKE LOGOTYPE IMPORTANCE AND DEVELOPMENT IN THE CONTEXT OF THE BRAND Logotip je zrcalo podjetja. Predstavlja prvi stik z morebitnim bodočim uporabnikom izdelka oziroma storitve. Oblikovan mora biti tako, da pri človeku vzbudi zanimanje in zaupanje. Končni cilj logotipa pa je poistovetenje uporabnika z blagovno znamko in predmetom oziroma storitvijo, katero predstavlja. Za dosego tega cilja poznamo več metod. Z oblikovalskega stališča lahko vplivamo na uporabnika z obliko znaka, logotipa in njegovo barvo. Za analizo uporabnika lahko uporabimo tako imenovano psiho-estetiko. Omogoča nam sistematično razumevanje čutvenih odzivov uporabnika na izdelke, storitve ter njegove izkušnje. Gre za proces čustvene navezanosti uporabnika na blagovno znamko z uporabo dizajna. Dobro poznavanje uporabnika in odlično oblikovan logotip omogočata oblikovanje identitete podjetja, ki stremi k temu, da je edinstvena. The logotype is a mirror of the company. It represents the first contact with a possible consumer. It must be designed in a way it triggers interest and trust. The final goal of the logo is to influence the customer that he or she identifies with the brand or service it represents. We know several methods for achieving this goal. From a design standpoint we can influence the consumer with the shape of the mark, logotype in its color. A consumer can be analysed with a method called psycho-aesthetics. It enables us to systematically understand the emotional responses of the customer to products, services and his or her experiences. It is a process of emotional connection of the customer to the brand with the use of design. A proper understanding of the customers behaviour and a well designed logo enables the creation of corporate identity with its goal to be unique. vizualna komunikacija blagovna znamka logotip identiteta podjetja grafično oblikovanje potrošnik visual communication brandmark logo corporate identity graphic design consumer true true false [G. Kaurin] Slovenski jezik Angleški jezik Diplomsko delo 2012-06-23 16:39:14 2012-07-02 11:48:14 2022-04-21 14:25:18 2021-04-16 03:35:27 2012 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 7.05:330.526.33(043.2) 16234774 URN:SI:UM:DK:NZFZ9RSN UNI_Kaurin_Gregor_2012.pdf UNI_Kaurin_Gregor_2012.pdf 1 E4D8C1076D1C07854A376C1451D530BD 9f8998846dd21f6f6d6b924cfd0229447fa2f9114544b125f700dbd70c18de89 1ddb7c6b-7c08-11eb-bb7a-00155d0001ca 20.500.12556/dkum/d3819b9a-693b-4130-9d74-50baef73650a https://dk.um.si/Dokument.php?lang=slv&id=48012 Fakulteta za elektrotehniko, računalništvo in informatiko 0 0 0