Razvoj korporativnog identiteta kroz dizajn, komunikaciju i ponašanje : McDonald's

undergraduate thesis

• Author: Tomislav Rupčić
• Mentor: Daria Mustić (mentor)
• Committee member: Miroslav Mikota (član povjerenstva)
• Committee member: Daria Mustić (član povjerenstva)
• Committee member: Krešimir Dragčević (član povjerenstva)
• Granter: University of Zagreb; Faculty of Graphic Arts; Zagreb
• Defense date and country: 2019-9-24, Croatia
• Scientific / art field, discipline and subdiscipline: TECHNICAL SCIENCES; Graphic Technology

Abstract

Tema ovog završnog rada je prikaz i analiza identiteta vrlo popularne i svjetski poznate

korporacije – McDonald's. Prikaz identiteta predstavljen je kroz nekoliko segmenata kao

što su vizualni identitet korporacije, način komunikacije, što obuhvaća formalnu i

neformalnu, eksternu i internu, te ponašanje kako prema društvu i okolišu, pa tako i prema

svojim djelatnicima. Kroz rad, napravljena je studija slučaja, koja služi za analizu

identiteta McDonald's-a općenito i franšize na području Hrvatske. Izrađena je analiza

logotipa, što uključuje knjigu standarada, korištene boje i tipografiju, zatim komunikacija

s korisnicima putem društvenih kanala, kao i prikaz medijske slike, te društveno

odgovorno ponašanje unutar zajednice na ovom prostoru.

Abstract (english)

The theme of this final paper is presentation and analysis of the identity of a very popular

and world known corporation – McDonald’s. Presenting the identity is shown through

several segments such as the corporate visual identity, ways of communication, which

includes formal and informal, external and internal, followed by the behaviour towards

society and the environment, as well as towards its employees. A study case has been

made throughout the paper to analyse the identity of McDonald’s in general and its

franchise in Croatia. Logo analysis has been made, which includes a brand book, used

colours and typography, then communication with consumers through social media, as

well as media perception of the corporation and socially responsible behaviour within the

community of Croatia.

• Keywords: McDonald's; logotip; komunikacija; društvene mreže; medijska slika; društveno odgovorno ponašanje
• Keywords (english): McDonald’s; logo; communication; social media; media perception; socially responsible behaviour
• Language: croatian
• URN:NBN: urn:nbn:hr:216:786961
• Study programme: Title: Printing technology, course Technical - technological; Course: Graphic technology; Study programme type: university; Study level: undergraduate; Academic / professional title: sveučilišni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) inženjer/inženjerka grafičke tehnologije (sveučilišni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) inženjer/inženjerka grafičke tehnologije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Closed access
• Created on: 2024-04-16 15:28:37