The corporate identity is the most important part of a company, apart from the product or service itself, as it helps to ensure the company's visibility and sustainability. Consistent use of corporate identity gives a company a professional and reliable appearance, this consistency is perceived by customers as a sign of reliability, which can prolong a company's life. The assignment consists of two parts, a theoretical part, and an experimental part.
In the theoretical part, the concept of corporate identity is introduced and defined. The identification of the company on the market and its promotion is explained in more detail. The individual graphic elements that make up the corporate identity are also described.
In the experimental part, we have carried out and described the process of designing an integrated graphic image on the example of Tropik, a company selling tropical fruit juices. We presented the company and their vision. We analysed the company and defined what they want to communicate. We made an analysis of the market and the competition. After the analysis, we created a CGP in which we defined the colour palette, illustrations, and other graphics. Finally, we created a manual that describes all the necessary rules for the use of the brand and presents all the products we have designed.
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