Oblikovanje vizualnog identiteta kulturne manifestacije "Okus Brača"

master's thesis

• Author: Sanja Zlatar
• Mentor: Maja Brozović (mentor)
• Committee member: Dubravko Banić (član povjerenstva)
• Committee member: Maja Brozović (član povjerenstva)
• Committee member: Tajana Koren Ivančević (član povjerenstva)
• Granter: University of Zagreb; Faculty of Graphic Arts; Zagreb
• Defense date and country: 2013-09-24, Croatia
• Scientific / art field, discipline and subdiscipline: TECHNICAL SCIENCES; Graphic Technology

Abstract

Diplomski rad temelji se na oblikovanju vizualnog identiteta za kulturnu manifestaciju "Okus Brača" odnosno „Taste of Brač“.Ova kulturna manifestacija nema postojeći vizualni identitet, te je potrebno oblikovati logotip koji će joj dati "lice" i prepoznatljivost. Ciljna skupina kojoj se ovim znakom obraćamo su svi turisti, strani i domaći, svih dobnih skupina, koji vole putovati i upoznavati kulturu i tradiciju zemalja koje posjećuju, avanturisti i oni klasici, te svi koji se smatraju gurmanima i zaljubljenicima u okuse i osjete. Ova manifestacija promovira otok Brač kao kulturnu i turističku destinaciju, bogatih okusa i osjeta, jedinstvenih i karakterističnih za otok Brač, poznat po krškom reljefu, "otok bez vode". U teorijskom dijelu rada opisano je značenje vizualnog znaka, kao i teorija što dobar vizualni identitet mora ili ne smije imati. Objašnjeno je što su to kulturne manifestacije, te je na kraju provedena analiza logotipa konkurencije kao i priprema komunikacijske strategije SWOT analizom. U praktičnom dijelu izneseni su prijedlozi nekoliko mogućih rješenja za logotip manifestacije "Okus Brača", te se kroz knjigu standarda odabrani znak prikazuje i u primjeni apliciran na različitim podlogama. U praktičnom dijelu prvo je istraženo koji od postojećih logotipa sličnih manifestacija ciljna skupina najbolje prihvaća i zašto, a u drugom istraživanju ispitano je da li izvedeni logotip zadovoljava zadane ciljeve koje smo postavili u radu.

Abstract (english)

Thesis is based on forming a visual identity for a cultural manifestation „Taste of Brač“. This cultural manifestation doesn't have any visual identity, therefore it is necessary to form a logo that will give a „face“ and recognition to the previous mentioned manifestation. Target group of people to whom we adress with this logotype includes all types of tourists, both domestic and foreign tourists, all age groups, anyone who likes to travel and learn about the culture and the tradition of the countries they visit, as well as all of those who consider themselves gourmands and enthusiastics of the tastes and senses. This manifestation is about promoting the island of „Brač“as a cultural and touristic destination which has plenty of tastes and senses to offer that are unique and characteristic for the island of Brač, which widely known by its rockyrelief, and as „the island without the water“. Theoretic part of the thesis describes the meaning of the visual identity, the theory about the visual identity and also what the good visual identity should and shouldn't contain. This part of thesis also explaines the concept of the cultural manifestation, as well as the competition analysis and the basis of the communication strategy based on SWOT analysis. Practical part of the thesis brings out several possible suggestions for the logo „Taste of Brač“ and the chosen logo is also applied to various substrates throgh the graphic standards book. This part of thesis compares logos of the existing cultural manifestations and brings out the reasons why is one logo better then another, and which logo is widely accepted by the target group. The second analysis defines whether the suggested logo is in accordance with the goals set out in this thesis.

• Keywords: Vizualni identitet; logotip; kulturna manifestacija; analiza konkurencije; komunikacijska strategija – SWOT analiza; knjiga standarda
• Keywords (english): Visual identity; logo; cultural manifestation; competition analysis; communication strategy – SWOT analysis; graphic standards book
• Language: croatian
• URN:NBN: urn:nbn:hr:216:564460
• 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 19:07:20