Postavitev smernic grafične identitete na podlagi novih poslovnih usmeritev podjetja

• Main Author: Rojc, Nina
• Other Authors: Stanković Elesini, Urška
• Format: Master Thesis
• Language: Slovenian
• Published: 2017
• Subjects: pasivno merjenje; tržne raziskave; pozicioniranje; tehnologija; vedenjski podatki; grafična identiteta; passive metering; market research; technology; behavioral data; positioning; corporate branding; Osnova; sami
• Online Access: https://repozitorij.uni-lj.si/IzpisGradiva.php?id=95409; https://repozitorij.uni-lj.si/Dokument.php?id=104000&dn=

Grafična podoba podjetja je prva komunikacija s svetom in zato zelo pomembna pri postavljanju nove poslovne identitete. Podjetje Wakoopa (Amsterdam, Nizozemska), za katerega smo v nalogi podali smernice nove celostne podobe, deluje na področju tržnih raziskav. Področje tržnih raziskav se zaradi uporabe IKT naprav zelo spreminja in pojavlja se potreba po novem načinu tržnih raziskav. Kot eno izmed napredenjših metod Wakoopa ponuja pasivno merjenje. Pasivno merjenje je spremljanje uporabnika na več napravah s pomočjo nameščene opreme z uporabnikovo privolitvijo pri tem uporabnik normalno uporablja svojo napravo in ne zahteva njegovega aktivnega sodelovanja. Raziskava, ki smo jo izvedli, dokazuje, da ljudje nismo sposobni poročati, kako preživljamo čas na spletu, saj so napave tako močno integrirane v naša življenja, da se npr. brskanja po spletu na mobilniku v čakalni vrsti sploh ne zavedamo. Zaradi tega je pomembno, da obnašanje izmerimo, ankete pa uporabljamo samo, da razumemo razloge za določeno obnašanje. Zaradi vseh teh sprememb na trgu in sprememb lastništva podjetja se je podjetje Wakoopa preusmerilo iz tradicionalnega ponudnika tehnologije v vsesplošnega strokovnjaka na področju tržnih raziskav, ki poleg tehnologije ponuja tudi podatke in svetovanje. Smernice za novo celostna grafično identiteto izražajo novo poslovno usmeritev in vrednote podjetja, ki smo jih raziskali z intervjuji z zaposlenimi. Podoba deluje napredno, tehnološko in visoko kakovostno, a hkrati človeško. Logotip ponazarja moderno podjetje, z inovativnim pristopom in kakovostno ponudbo, hkrati pa kaže na nekonvencionalnost podjetja z zabavnim pridihom. Simbol, ki izvira iz podvojenih črk »o«, prikazuje dvojnost podjetja v ponudbi in tudi sami organizaciji. Simbol izvira iz oblike spletnega kurzorja pri liku (roke), kar ponazarja klike, torej podatke. Drugi simbol ponazarja zobnik, kar nakazuje tehnološki del ter plasti Wakoopine tehnologije. Smernice za grafično identiteto bodo osnova za delovanje podjetja v prihodnosti in pomagale mu bodo kovati pot kot primarnemu ponudniku vedenjskih podatkov. Visual identity is very important when building new corporate identity, because it represents first communication between the company and the world. The company ‘Wakoopa’ (Amsterdam, Netherlands), whose guidelines of new corporate image are defined in this project, is active in the field of market research. The field of market research is facing challenges because of changing behavior of consumers online. As a solution, Wakoopa is offering passive metering. Passive metering is the process of acquiring behavioral data with passive tracking of consumers on one or multiple devices, with their consent. The participant is using his/her device(s) as usual. It doesn’t require any active contribution from the participant. The research that we conducted proves that people are not able to report their online behavior, because it is too complex to fully memorize. For this reason it is highly important that we measure their device activity and events, and we only ask participants about the reasons for particular behavior, not the behavior itself. The changing field requirements and two acquisitions of the company resulted in new positioning. Wakoopa is now not only a technology provider, but also an expert in the field of behavioral data and is offering data supply and education. Guidelines for new corporate visual identity represent the new business directions and values of the company, which we researched using employee interviews. The visual identity is forward thinking and technology based, but still very human. The logo represents a modern company, with an innovative approach, but it also shows the quirkiness of the company. The main symbol comes from the double ‘O’ in the name, which shows the duality of the company. The symbol also comes from the web cursor hand, which represents 'clicks', therefore the data. The second shape presents the cogwheel, which shows the technologic part of the company, with multiple layers of the company. The guidelines for our new visual identity are the base for company work in the future and will help it achieve the position of the first provider of behavioral data.