The topic of the master’s thesis “Visual Identity of the City” will deal with the process of creating and possible application of the new visual identity of Banja Luka, the second largest city in Bosnia and Herzegovina, the largest and administrative center of Republika Srpska, and the city with the highest level of urbanization. Through the work, we will follow in the first place specific historical - political circumstances that created a need to create a visual identity as part of the brand of Banja Luka - which means a brief historical overview, analysis of the concept of visual identity in general, processing various examples of local government units (in the first place cities) and at the end shaping the visual identity of the city of Banja Luka with its specifics. Defining the visual identity enables citizens easier emotional, but also functional identification - recognition and easier access to city programs, services and other informative content. Also, visual identity is an essential part of planning the reputation of every brand, including the city.
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