The first contact of an organisation with its target audience is usually through its corporate visual identity. It is the first contact, which decides, whether a consumer decides for this organisation or overlooks it. In the flood of information, the corporate visual identity must first summarise the key aspects, on which the organisation is based, then also be visually appealing and different.
We split the diploma dissertation into three parts. The first one theoretically describes and connects guidelines in the design of a corporate visual identity. It unites knowledge from marketing and design fields. In the experimental part, we defined the problem and set all the parameters for designing visual identity based on theoretical part of the thesis. The final, third part consists of created graphic results and results of an online survey and survey carried out by eye tracking technology, about the suitability of created visuals for the use at the national championship. Based on this, we could compare subjective results from questionnaires with objective data on the tracking of the looks of surveyed individuals.