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: 2016-07-05, 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:216:367105
• 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