Oblikovanje vizualnog identiteta obrta za fotografske usluge

master's thesis

• Author: Ana Holetić
• 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: 2023-09-25, Croatia
• Scientific / art field, discipline and subdiscipline: TECHNICAL SCIENCES; Graphic Technology

Abstract

Vizualni identitet bi se najjednostavnije mogao opisati kao način na koji se određena
robna marka (brand) prezentira u javnosti, a podrazumijeva paletu boja, slikovne
sadržaje, grafičke elemente i tipografiju. Njegova je uloga važna i u, danas vrlo
kompetitivnom, fotografskom svijetu, stoga se ovaj rad bavi izradom vizualnog
identiteta za fotografski obrt.
S obzirom na to da je cilj rada istražiti može li logotip prenijeti određene informacije
koje karakteriziraju stil fotografiranja klijenta te utječe li tipografija na percepciju o
stilu, u teorijskom je dijelu napravljen kratak osvrt na dosadašnja istraživanja u kojima
je proučavano kako boje, oblici, tipografija, prisustvo ili odsustvo elemenata utječu na
formiranje mišljenja o brandu. S ciljem sužavanja područja istraživanja, napravljena je
analiza izravne konkurencije za koju su odabrana dva strana fotografa te jedan domaći
fotografski studio. Nakon toga su, uz konzultacije s klijentom, izrađena potencijalna
rješenja čija je uspješnost u prenošenju informacija testirana pomoću ankete. Kao
zaključni korak u izradi ovog rada, formirana je pripadajuća knjiga standarda.

Abstract (english)

Visual identity can be most simply described as the way a brand presents itself to the
public. It includes a color palette, imagery, graphic elements and typography. Its role is
very important in today's competitive world of photography, therefore the focus of this
paper is creating a visual identity for a photo studio.
The objective of this paper is to investigate whether a logo can effectively convey
specific information that characterize the client's photography style and to examine how
typography influences the perception of style. Theoretical part focuses on previous
research which explore how colors, shapes, typography, and the presence or absence of
elements impact the formation of opinions about a specific brand. In order to make the
research a little more specific, an analysis of direct competition was made and it
invloved two foreign photographers and one domestic photography studio. After that,
potential solutions were developed in consultation with the client, and theireffectiveness in conveying information was tested through a survey. The final step of this paper was the creation of the corresponding brand book.

• Keywords: vizualni identitet; fotografija; fotografski obrt; logo; tipografija
• Keywords (english): visual identity; photography; photo studio; logo; typography
• Language: croatian
• URN:NBN: urn:nbn:hr:216:191101
• 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: 2024-09-30 09:27:16