Vizualni identitet obrta za specijalizirane dizajnerske djelatnosti

master's thesis

• Author: Petra Vugec
• Mentor: Dorotea Kovačević (mentor)
• Committee member: Maja Brozović (predsjednik povjerenstva)
• Committee member: Dorotea Kovačević (član povjerenstva)
• Committee member: Daria Mustić (član povjerenstva)
• Granter: University of Zagreb; Faculty of Graphic Arts; Zagreb
• Defense date and country: 2022-09-28, Croatia
• Scientific / art field, discipline and subdiscipline: TECHNICAL SCIENCES; Graphic Technology

Abstract

Kvalitetno kreiranje vizualnog identiteta za određenu robnu marku iziskuje niz
faktora koji utječu na cijeli proces izrade kako bi krajnji produkt zadovoljio kriterije kako
klijenta tako i tržišta. Svaki dizajner/ica vizualnog identiteta treba poznavati nekoliko
ključnih koraka kako bi se uspješno obradila zadana problematika te kako bi se uspješno
dizajnirao vizualni identitet određene robne marke. Koherentnim sustavom uz određenu
dosljednost uspješno se ostvaruje pozitivna slika robne marke. Tema diplomskog rada
odnosi se na izradu vizualnog identiteta za paušalni obrt Keyframe Vision. Primarna
djelatnost obrta za specijalizirane dizajnerske djelatnosti jest izrada 3D modela te
animacija istih. Prije stvaranja vizualnih elemenata rad analizira ključne pojmove u
procesu kreiranja vizualnog identiteta robne marke koji se odnose na profesionalnu izradu
logotipa, odabir boja, tipografije te ostalih gradivnih elemenata koji stvaraju robnu marku
s njenim fizičkim i nefizičkim karakteristikama. Nadalje, rad proučava teorijski i
znanstveni dio vezan za spoznaje o važnosti vizualnog identiteta, a eksperimentalni dio
odnosi se na provođenje intervjua s klijentom na temelju čega se formira Brief, zatim
slijedi analiza konkurencije, brainstorming te izrada inspirativne ploče u okviru kolaža
slika, ilustracija i tipografije. Na temelju definiranog Briefa prema intervjuu s klijentom
te analize konkurencije i smjernica u vidu inspirativne ploče formiraju se hipoteze koje u
suštini pomažu pri oblikovanju konačnih koncepata. Prema hipotezama razrađuju se i
oblikuju tri idejna rješenja vizualnog identiteta nakon čega slijedi istraživanje pomoću
ankete usmjerene na potencijalne korisnike. Nakon izabranog idejnog rješenja koje se na
temelju evaluacije istraživanja i na temelju razgovora s klijentom pokazalo
najuspješnijim, slijedi profesionalno kreiranje vizualnog identiteta te svih njegovih
standarda s naglaskom na vizualnu dosljednost.

Abstract (english)

High - quality creation of a visual identity for a specific brand requires a number of
factors that influence the entire production process so that the final product meets the
criteria of both the client and the market. Every visual identity designer needs to know
several key steps in order to successfully handle the given problem and to successfully
design the visual identity of a particular brand. A coherent system with a certain
consistency successfully creates a positive image of the brand. The topic of the work is
related to the creation of a visual identity for the flat- rate business Keyframe Vision. The
primary activity of the craft for specialized design activities is the creation of 3D models
and their animation. Before the creation of visual elements, the work analyzes the key
terms in the process of creating a brand's visual identity that relate to the professional
creation of a logo, the choice of colors, typography and other building elements that create
a brand with its physical and non - physical characteristics. Furthermore, the work studies
the theoretical and scientific part related to knowledge about the importance of visual
identity, and the experimental part refers to conducting an interview with the client on the
basis of which the Brief is formed, followed by competition analysis, brainstorming and
the creation of an inspirational board within the framework of a collage of images,
illustrations and typography. Hypotheses are formed on the basis of the defined Brief
according to the interview with the client and the competition analysis and guidelines in
the form of an inspirational board, which essentially help in shaping the final concepts.
According to the hypotheses, three conceptual solutions of the visual identity are
elaborated and shaped, followed by research using a survey aimed at potential users. After
the selected conceptual solution, which, based on the evaluation of the research and on
the basis of the conversation with the client, proved to be the most successful, the
professional creation of the visual identity and all its standards follows, with an emphasis
on visual consistency.

• Keywords: vizualni identitet; logotip; tipografija; boje; koncept; idejno rješenje
• Keywords (english): visual identity; logotype; typography; colors; concept; conceptual solution
• Language: croatian
• URN:NBN: urn:nbn:hr:216:804013
• Study programme: Title: Graphic technology; specializations in: Graphic technology, Design of graphic products; Course: Design of graphic products; 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: 2024-07-08 07:54:51