The aim of this assignment is to create a corporate graphic identity for the Dnevna
soba café which would attract customers with its visual representation on the market
and make them visualise the café itself just with the glimpse of a modern graphical
The assignment consists of two parts. In the irst, theoretical part I will discuss the
beginnings and the history of designing signs, the irst known phenomena of visual
communications and their further development into pictograms up to a logotype.
A corporate graphic identity irst appeared trough the industrial revolution. In that
part I will explain and discuss the concept of the graphic image in the present, its
function, recognition and sustainability. In the second chapter I will explain the design
of wholesome graphic image from irst analytical stage, which is in fact collecting
information about the organisation, continuing to the strategic part, which covers
vision, philosophy and the mission of organisation, the creation of its name positioning
slogan, until the inal design base.
In the second, practical part I will introduce the café Dnevna soba in general, including
its mission, vision and philosophy. Furthermore I will create and present its basic visual
recognition assets such as logotype with sketches, construction net, the attempt of
the logotype in the negative and positive and the use of typography. In the last part
I will bring the knowledge of recognition to communication assets, where I designed
business cards, the beverage menu, an announcement of a café opening and the
additional material designed ofr advertising and identiication.