Redizajn vizualnog identiteta obrta za dizajn interijera "EKS STUDIO DIZAJN"

master's thesis

• Author: Suzana Matanović
• Mentor: Daria Mustić (mentor)
• Committee member: Krešimir Dragčević (predsjednik povjerenstva)
• Committee member: Daria Mustić (član povjerenstva)
• Committee member: Dorotea Kovačević (član povjerenstva)
• Granter: University of Zagreb; Faculty of Graphic Arts; Zagreb
• Defense date and country: 2023-09-26, Croatia
• Scientific / art field, discipline and subdiscipline: TECHNICAL SCIENCES; Graphic Technology

Abstract

Vizualni identitet odnosi se na kreiranje vizualnih elemenata koji predstavljaju
određeno poduzeće, organizaciju ili proizvod. Kreiranje istoga složen je proces, a ključan je
za stvaranje snažnog imidža te prenošenje vrijednosti poduzeća. Također, doprinosi
poslovanju subjekta isticanjem u odnosu na ostale konkurente te može stvoriti pozitivan
prvi dojam, poboljšati percepciju usluge tvrtke te povećati lojalnost klijenata. Obrt za
dizajn interijera Eks studio dizajn bavi se izradom raznih tipova vrhunskih vizualizacija za
sve vrste građevina, nekretnina i objekata. U ovome radu izradit će se novi, održivi vizualni
identitet poduzeća koji će imati značajan utjecaj na buduće, ali i sadašnje klijente. U
teorijskom dijelu, osim pojmova vezanih uz brending, ističu se i elementi vizualnog
identiteta. Također, opisuju se faze dizajn procesa te se ističe važnost istih. Eksperimentalni
dio započinje istraživanjem u sklopu kojega će se provesti intervju s vlasnicima poduzeća
te utvrditi smjernice za kreiranje kreativnog briefa. Nadalje, analizirat će se konkurenti
prisutni na hrvatskom tržištu te istaknuti ciljana skupina. Zatim, provodi se brainstorming u
obliku umne mape, izrada Mood Boarda, skiciranje loga u sketchbooku, izrada idejnih
rješenja te vektoriziranje odabranih rješenja. Također, izradit će se knjiga grafičkih
standarda koja sadrži specifikacije loga te skup pravila o tome kako će se poduzeće
vizualno predstavljati putem različitih medija. Na samome kraju, pomoću online anketnog
upitnika, ustanovit će se imaju li ispitanici drugačiju percepciju o samome obrtu u odnosu
na percepciju obrta s već postojećim vizualnim identitetom. Nadalje, utvrdit će se koliko
ispitanika se slaže s postavljenim hipotezama u radu. Cijela “priča“ uokvirit će se
utvrđivanjem uspješnosti cjelokupnog dizajna.

Abstract (english)

Visual identity refers to the creation of visual elements that represent a particular
company, organization or product. Creating the same is a complex process, and it is crucial
for creating a strong image and conveying the company's values. It also contributes to the
business of the company by standing out from other competitors and can create a positive
first impression, improve the perception of the company's service and increase client
loyalty. The interior design company Eks studio design deals with the creation of various
types of top-quality visualizations for all types of buildings, properties, and facilities. This
work will create a new, sustainable visual identity of the craft that will have a significant
impact on future as well as current clients. In the theoretical part, in addition to terms
related to branding, the elements of visual identity are also highlighted. Also, the stages of
the design process are described, and their importance is emphasized. The experimental
part begins with research in which an interview with the owners of the craft will be
conducted and guidelines for the creation of a creative brief will be established.
Furthermore, the competitors present on the Croatian market and the prominent target
group will be analyzed. In the next step, a mind map is created, followed by sketching of
the logo in the sketchbook, creation of conceptual solutions and vectorization of the
selected solutions. Also, a book of graphic standards will be created containing logo
specifications and a set of rules on how the company will be visually presented through
different media. At the very end, using an online survey questionnaire, it will be determined
whether respondents have a different perception of the craft itself with a new visual identity
compared to the perception of the craft with an already existing visual identity.
Furthermore, it will be determined how many respondents agree with the hypotheses set in
the paper. The entire “story“ will be framed by determining the performance of the overall
design.

• Keywords: redizajn; vizualni elementi; dizajn proces; konkurenti; brief
• Keywords (english): redesign; visual elements; design process; competitors; brief; moodboard
• Language: croatian
• URN:NBN: urn:nbn:hr:216:673997
• 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: 2024-10-04 09:15:29