Kudziwika ndi chilengedwe cha chikhalidwe

Chizindikiro cha kulimbika kwa bungwe sizochita zokhazokha, komanso kupanga mawonekedwe a maofesi, maina komanso zikhomo za antchito. Ili ndilo pangano kwa akatswiri a timu ndi chidziwitso chapamwamba. Mtundu umenewu unkatchedwa "chizindikiritso", mu Chingerezi ndi "chizindikiro."

Kodi "chidziwitso" ndi chiyani?

Kudziwa ndiko kulengedwa kwa mafano apadera omwe ali ogwirizana ndi njira ya kampani ndi malingaliro, kuwongolera mbiri ndi udindo wa chizindikirocho. Lingaliro la mawu awa likuphatikizapo mbali zingapo:

1. Ndondomeko yozindikira.
2. Makhalidwe apadera mu luso ndi luso lojambula lomwe limapanga chithunzi choyambirira.
3. Maonekedwe a bizinesi.
4. Mzere wa mizere, mawonekedwe ndi zizindikiro zomwe ziri zofanana zofanana.

Cholinga chake chachikulu ndicho kusiyanitsa kampani ndi mndandanda wazithunzi chifukwa cha zojambula bwino, zomwe zidzatsimikiziranso chizindikiro. Ntchito yofunika kwambiri imasewera ndi kapangidwe kawonekedwe - mawonekedwe oyambirira a chithunzithunzi, mawonekedwe ndi momwe chizindikiro chikuwonetsera. Zopangira:

1. Logo - chizindikiro chopangidwa.
2. Chidziwitso cha bungwe ndi fano lachiwonetsero.
3. Brandbook - kuyang'anira ntchito ndi kalembedwe kake.

Kodi "chidziwitso chodziwika" ndi chiyani?

Chidziwitso cha chigwirizano chimapanga zithunzi zofanana, zomwe zimagwirizana nthawi yomweyo ndi kampani yolondola, chitsanzo ndi apulo kwa Apple. Mawu oti "mgwirizano" amatanthauza chinthu chachikulu chomwe chimapereka kuti chikhale chokwanira ku malo okhala, pakati pa malonda ndi ogulitsa mafakitale a gululi. Kawirikawiri lingaliro ili likuwonedwa ngati ndondomeko ya maonekedwe osasinthika ndi omveka omwe amasonyeza malingaliro onse a mtundu, chizindikiro ndi malonda ake.

Kuwonjezera pa zigawo zikuluzikulu, chidziwitso cha mgwirizanowu chimaphatikizapo zina zothandizira zigawo zomwe zimasiyanitsa kampani ku mndandanda wambiri:

• chikhalidwe;
• nzeru;
• khalidwe.

Kudziwika ndi chidziwitso cha kampani - ndi kusiyana kotani?

Anthu ambiri amadziwika kuti ndizofanana ndi chizindikiritso cha makampani, koma izi siziri choncho. Lingaliro la "chizindikiritso" liri lalikulu kwambiri, ndi chisonyezero cha masomphenya, zolinga ndi zolinga za kampani mu fano limodzi. Maziko a fano ili ndi momwe malonda amawonera bizinesi yake. Kudziwika kwa chidziwitso chazogwirizanitsa kumapangidwa movuta, kuganizira osati zenizeni za kampani, komanso kugwirizana kwa mtundu wa mtundu.

Kodi pali kusiyana kotani pakati pa kudziwika ndi chidziwitso cha kampani? Chidziwitso cha bungwe ndi mavulopu akuwonetseratu, zomwe zimagwiritsidwa ntchito. Chizindikirocho ndi chitsanzo cha chidziwitso, ndipo malamulo oyigwiritsa ntchito ku mawonekedwe ndi zolembedwa ndi kalembedwe kachitidwe. Zimaperekedwa m'ndandanda - buku lachizindikiro, lomwe limapangidwa mofanana ndi zojambulajambula ndi zigawo zina: zikumbutso za mkate, magawo a mtundu.

Kudziwika ndi kutchulidwa

Anthu ambiri amatsutsana kwambiri ndi lingaliro la branding ndi identity, ngakhale kuti amasiyana kwambiri:

1. Kujambula - fano la kampaniyo, malingaliro a ogula za kampani, ndondomeko yopanga chithunzi ichi.
2. Chidziwitso ndidongosolo la zipangizo zomwe zimapanga fano: stylistics, mawonekedwe, mtundu.

Kampaniyo amayesa kusiyanitsa chizindikiro pakati pa ena kuti anthu athe kuzindikira kampaniyo ndi chizindikiro. Icho chimachokera pa chikalata chotchedwa "chitsogozo", chomwe chimapereka njira zomwe zingagwiritsire ntchito zizindikiro zamakono pa malonda. Zitsanzo za kugwiritsidwa ntchito bwino ndi zopindulitsa za chidziwitso zimaperekedwa kotero kuti opanga mtsogolo angaphunzire kuchokera ku mfundo zabwino ndi zoipa.

Kupititsa patsogolo chidziwitso

Kukula kwa chidziwitso ndi ntchito yovuta, izi zimachitidwa ndi makampani opangidwa mwapadera. Chizindikiro ndi dzina, ndondomeko ya zomwe kampani ikuchita, chilankhulo ndi lingaliro losiyana. Chizindikirochi ndikutsimikiza kuti zigawo zonse zimagwirizana ndikugwiritsira ntchito lingaliro limodzi. Pali malamulo angapo amene amayenera kudziwa kwa omwe amapanga lamulo ili:

1. Chithunzichi chiyenera kukhazikitsidwa ndikuganizira zachinsinsi cha mankhwalawa.
2. Zojambulajambula ndi mitundu ya makampani ziyenera kuthandizira lingaliro la bizinesi , nkumbukira.
3. Zida zonse zimapangidwira m'njira imodzi.
4. Chithunzicho chiyenera kugwirizanitsidwa ndi dzina la kampani pamaganizo a ogula.

Zolemba - mabuku

Chilengedwe cha ntchito ndi ntchito ya akatswiri, koma amatha kudziwa ntchitoyi ndi makampani omwe sangathe kulipira ntchito yaikulu. Kuthandiza akatswiri oterewa kutulutsa mabuku omwe atsimikizira kale kufunika kwa uphungu pakuchita:

1. Pavel Rodkin. "Kudziwika. Makhalidwe a Makampani.
2. "Chidziwitso Chachidziwitso." Maria Kumova.
3. Sergey Serov. "Zithunzi za chizindikiro chamakono."
4. Benoit Elbrunn. "Logo".