Uniformiranim dizajnom do branda

Maltar, Sonja (2013) Uniformiranim dizajnom do branda. Master's thesis - Graduate Programme. Grafički fakutet. [Mentor: Brozović, Maja].

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Abstract

Ovaj rad istražuje značenje i smisao brandiranja, te važnost izrade kvalitetnog vizualnog identiteta na primjeru Rujanfest manifestacije koja se odvija u Zagrebu od 2008. godine. Kao jedini festival domaće glazbe i gastronomije u Hrvatskoj, Rujanfest je postao manifestacija čija je popularnost u porastu zbog čega se pojavila potreba za brandiranjem. Brand je percepcija nekog proizvoda ili usluge u svijesti potrošača koja se kreira kroz iskustvo koje potrošači imaju s tim proizvodom ili uslugom. Iz tog se razloga provodi istraživanje o sadašnjem stavu i percepciji potrošaća vezanoj za Rujanfest kao događanju i za vizualnu komunikaciju koju pruža (od logotipa i promotivnih materijala do snalaženja po mnogobrojnim dijelovoma festivala). Na osnovu rezultata osmišlja se brand strategija koja ukljućuje pozicioniranje branda, svaranje vizualnog identiteta te cijelokupnog imidža i komunikacije s potrošačima. Samim dizajnom se stvara uniformirani vizualni jezik koji je potrošačima razumljiv i privlačan. Kombinacijom dobre strategije i kvalitetne vizualne prezentacije stvara se brand koji može opstati na konkuretnom tržištu. Uspješnost rješenja provjerava se dodatnim ispitivanjem a cijeli je projekt prikazan kroz knjigu grafičkih standarda.

Item Type:	Master's thesis - Graduate Programme
Mentor name:	Brozović, Maja
Defence date:	24 September 2013
Abstract in english:	This paper explores the meaning and purpose of branding, and the importance of high quality visual identity in the case of Rujanfest event that takes place in Zagreb annualy since 2008. As the only festival of folk music and gastronomy in Croatia Rujanfest became an event whose popularity is on the rise which is why the need for a branding arose. Brand is the perception of a product or service in the minds of consumers that is created through the experience that consumers have with that product or service. For this reason, conducting research on the current attitudes and perceptions of consumers related to Rujanfest as an event and for visual communication it provides (the logo and 4 promotional materials to navigate through numerous parts of the festival). Based on the results a brand strategy is devised that includes brand positioning, creating the visual identity and the overall image and communication with consumers. The very design creates a uniform visual language that is understandable and attractive to consumers. A combination of good strategy and good visual presentation creates a brand that can survive in a competitive market. Performance solutions are tested further and the entire project is presented through a book of graphic standards.
Uncontrolled Keywords:	brand, branding, vizualni identitet, uniformiranost dizajna
Keywords in english:	brand, branding, visual identity, uniformity of design
Subjects:	TECHNICAL SCIENCES > Graphic Technology
Institution:	Grafički fakutet
City:	Zagreb
Number of Pages:	117
Callnumber:	bro 2013 mal
Inventory number:	DB264
Depositing User:	Dora Budić
Status:	Unpublished
Date Deposited:	16 Apr 2014 08:46
Last Modified:	16 Apr 2014 08:46
URI:	http://eprints.grf.unizg.hr/id/eprint/1563

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