Uniformiranim dizajnom do branda

master's thesis

• Author: Sonja Maltar
• Mentor: Maja Brozović (mentor)
• Committee member: Igor Majnarić (član povjerenstva)
• Committee member: Maja Brozović (član povjerenstva)
• Committee member: Igor Zjakić (član povjerenstva)
• Granter: University of Zagreb; Faculty of Graphic Arts; Zagreb
• Defense date and country: 2013-9-24, Croatia
• Scientific / art field, discipline and subdiscipline: TECHNICAL SCIENCES; Graphic Technology

Abstract

Ovaj rad istražuje značenje i smisao brandiranja, te važnost izrade kvalitetnog vizualnog identiteta na primjeru Rujanfest manifestacije koja se odvija u Zagrebu od 2008. godine. Kao jedini festival domaće glazbe i gastronomije u Hrvatskoj, Rujanfest je postao manifestacija

čija je popularnost u porastu zbog čega se pojavila potreba za brandiranjem. Brand je percepcija nekog proizvoda ili usluge u svijesti potrošača koja se kreira kroz iskustvo koje potrošači imaju s tim proizvodom ili uslugom. Iz tog se razloga provodi istraživanje o sadašnjem stavu i percepciji potrošaća vezanoj za Rujanfest kao događanju

i za vizualnu komunikaciju koju pruža (od logotipa i promotivnih materijala do snalaženja

po mnogobrojnim dijelovoma festivala). Na osnovu rezultata osmišlja se brand strategija koja ukljućuje pozicioniranje branda, svaranje vizualnog identiteta te cijelokupnog

imidža i komunikacije s potrošačima. Samim dizajnom se stvara uniformirani vizualni jezik koji je potrošačima razumljiv i privlačan. Kombinacijom dobre strategije i kvalitetne vizualne prezentacije stvara se brand koji može opstati na konkuretnom tržištu.

Uspješnost rješenja provjerava se dodatnim ispitivanjem a cijeli je projekt prikazan kroz knjigu grafičkih standarda.

Abstract (english)

This paper explores the meaning and purpose of branding, and the importance of high quality visual identity in the case of Rujanfest event that takes place in Zagreb annualy

since 2008. As the only festival of folk music and gastronomy in Croatia Rujanfest became an event whose popularity is on the rise which is why the need for a branding arose. Brand is the perception of a product or service in the minds of consumers that is created through the experience that consumers have with that product or service. For this reason, conducting research on the current attitudes and perceptions of consumers related to Rujanfest as an event and for visual communication it provides (the logo and

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promotional materials to navigate through numerous parts of the festival). Based on the results a brand strategy is devised that includes brand positioning, creating the visual identity and the overall image and communication with consumers. The very design creates a uniform visual language that is understandable and attractive to consumers. A combination of good strategy and good visual presentation creates a brand that can survive in a competitive market. Performance solutions are tested further and the entire project is presented through a book of graphic standards.

• Keywords: brand; branding; vizualni identitet; uniformiranost dizajna
• Keywords (english): brand; branding; visual identity; uniformity of design
• Language: croatian
• URN:NBN: urn:nbn:hr:216:688602
• 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: 2024-04-18 19:09:14