Funkcionalna i estetska vrijednost u oblikovanju logotipa

master's thesis

• Author: Ivana Kučko
• Mentor: Maja Brozović (mentor)
• Committee member: Maja Brozović (član povjerenstva)
• Granter: University of Zagreb; Faculty of Graphic Arts; Zagreb
• Defense date and country: 2013-03-08, Croatia
• Scientific / art field, discipline and subdiscipline: TECHNICAL SCIENCES; Graphic Technology

Abstract

Rad se bavi kreacijom logotipa u funkcionalnom i estetskom smislu. Uz kratak presjek povijesti i razvoja logotipa, također teoretizira o logotipu sa aspekta semiotike, odnosno vizualne semiotike, referirajući se na taj način na znanstvene temelje koje svakako treba uzeti u obzir u kreiranju kvalitetnog, čitljivog logotipa kao znaka koji, da bi bio uspješan i čitljiv, mora ostvariti svoju vrijednost na više razina (estetska, funkcionalna, konativna, emocionalna... funkcija znaka). S aspekta estetske vrijednosti, rad daje teoretske smjernice u razumijevanju forme i oblika (spaciopercepcija, jednostavnost oblika...), te njihovu primjenu na gotova rješenja. U tom smislu ponudit će se nekoliko uspješnih i nekoliko manje uspješnih rješenja uz kratku elaboraciju. U drugom dijelu rad analizira stvarne logotipe koji predstavljaju slične djelatnosti, odnosno njihove sličnosti u formi i obliku, te razloge tih sličnosti. Također analizira jedno gotovo rješenje izvedeno u dvije različite forme (ikonički i tipografski logotip), te argumentiranim tezama pokušava procijeniti uspješnost rješenja. U trećem dijelu, kroz praktičnu primjenu u knjizi standarda, donosi primjer gotovog logotipa kojeg obrađuje kroz vektorski računalni program u svrhu mogućnosti njegove aplikacije na različite medije.

Abstract (english)

This final paper deals with the creation of a logo in a functional and aesthetic terms. With a brief sketch of the history and development of the logo, it theorizes about logotype in terms of semiotics and visual semiotics, referring to the scientific foundations that must be taken into consideration in the creation of high-quality, readable logo as a sign that, to be successful and readable must realize its value on several levels (aesthetic, functional, conative, emotional... function of the sign). From the aspect of aesthetic value, the work provides a theoretical guidance in understanding the forms and shapes (spacial perception, simplicity of form ...), and their application to final solutions. Also, it will be offered a number of successful and some less successful solutions with a brief elaboration. In its second part, the paper analyzes real logos from similar industries, their similarity in shape and form, and the reasons for these similarities. It also analyzes a solution of two different forms (iconic and typographic logo), and with well-argued thesis attempts to value the performance of solutions. In the third part it presents the practical application of a logotype through a book of visual identity standards which is being processed through a vector computer program for the purpose of its application possibilities in different media.

• Keywords: Grafički dizajn; dizajn logotipa; znak; funkcionalnost; estetika
• Keywords (english): Graphic design; logotype design; sign; functionality; aesthetics
• Language: croatian
• URN:NBN: urn:nbn:hr:216:497122
• Study programme: Title: Graphic technology; specializations in: Graphic technology, Design of graphic products; Course: Graphic technology; Study programme type: university; Study level: graduate; Academic / professional title: sveučilišni/a magistar/magistra inženjer/inženjerka grafičke tehnologije (sveučilišni/a magistar/magistra inženjer/inženjerka grafičke tehnologije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Closed access
• Created on: 2024-04-17 09:20:29