Vizualni identitet ugostiteljskog objekta "Juice factory"

master's thesis

• Author: Ana Valjak
• Mentor: Maja Brozović (mentor)
• Committee member: Jesenka Pibernik (član povjerenstva)
• Committee member: Maja Brozović (član povjerenstva)
• Committee member: Lidija Mandić (član povjerenstva)
• Granter: University of Zagreb; Faculty of Graphic Arts; Zagreb
• Defense date and country: 2016-7-5, Croatia
• Scientific / art field, discipline and subdiscipline: TECHNICAL SCIENCES; Graphic Technology

Abstract

Kreiranje vizualnog identiteta je proces čije korake svaki dizajner treba poznavati

kako bi uspješno obradio zadanu problematiku. Tema rada je dizajniranje

vizualnog identiteta za ugostiteljski objekt Juice Factory koji u svojoj ponudi nudi

sokove od svježe iscjeđenog voća. Prije samog stvaranja vizualnih elemenata

rad analizira i definira ključne pojmove u procesu kreiranja brand identiteta. Rad

proučava proces počevši sa opisivanjem značenja koncepta, nakon čega slijede

uvidi u izradu logotipa, zaštitnog znaka, odabira boja, učinka boje, postavljanje

tipografije te odabiranje ostalih gradivnih elemenata identiteta. Ostali elementi

odnose se na animacije, ilustracije, fotografiju te osjetilne interakcije. Nakon

postavljanja smjernica za izradu identiteta, analizira se tržište kako bi se ispitala

direktna te indirektna konkurencija sličnih brandova. Uzimanjem u obzir

analizu konkurenata te zadanih smjernica postavljaju se hipoteze s kojima se

idejno pomaže oblikovati smjer koncepata. Razrađuju se tri koncepta, od kojih

se nakon intervjua sa nositeljom ideje projekta Juice Factory odabire najbolje

rješenje. Nakon izabranog koncepta, autor rada - dizajner, počinje kreirati standarde

identiteta te njegovu primjenu na materijale komunikacije. Dizajniranim

sustavom uspješno se postiže koherentna slika branda.

Abstract (english)

Creating visual identity is a process which steps every designer must know in

order to successfully solve the given problem. Topic of this work thesis is designing

a visual identity for a bar Juice Factory that provides freshly squeezed

juices. Before starting the design process of the identity, the thesis covers and

analyses key concepts in the process of creating a brand identity. The process

starts with building a concept, after which follows the creation of logotype, logomark,

choosing the colors and their impact, as well as setting the typography

and choosing other elements that build the identity. These elements include animation,

illustration, photography and sensory interaction. After the given brief,

author analyses the market to find direct and indirect competitive brands. Taking

into consideration this analysis and the given brief designer sets hypothesis in

order to help build the ideas behind the concept’s direction. Designer works on

three concepts, of which the best suited gets to be chosen after the interview

with the Juice Factory project idea beholder. After the chosen concept, designer

starts to create identity standards and its application on the materials of communication.

With the designed system thesis successfully sets the coherent image

of the brand.

• Keywords: vizualni identitet; koncept; logotip; tipografija; boje
• Keywords (english): visual identity; concept; logotype; typography; colors
• Language: croatian
• URN:NBN: urn:nbn:hr:216:274186
• 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: Open access
• Created on: 2024-04-18 21:09:13