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Konceptualna zasnova blagovne znamke in celostne grafične podobe za unikaten nakit
ID Tušar, Polona (Author), ID Urbas, Raša (Mentor) More about this mentor... This link opens in a new window

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Abstract
Blagovna znamka je grafični znak ali njihova kombinacija, ki je pravno zaščitena in na trgu omogoča ločevanje med podobnimi vrstami blaga. Celostna grafična podoba (krajše CGP) je celostna vizualna podoba podjetja, ki zajema vse njene vidne elemente in s tem vzpostavlja povezavo z njenimi strankami, zaradi česar je znamka zanje prepoznavna ter jo je lažje razlikovati od konkurence. Namen diplomskega dela je bil zasnovati ime in izdelati privlačen, zapomnljiv in preprost logotip oziroma CGP za blagovno znamko unikatnega nakita, ki bo optimiziran za pojavnost na spletu. Analizirali smo podobne že obstoječe znamke na trgu, kakšna imena in logotipe imajo ter kako se predstavljajo na socialnih omrežjih. Pri snovanju imena nove blagovne znamke smo se opirali na postopek, opisan v delovnem zvezku »Poimenovanje podjetij in znamk«, avtorice Maše Mazi (1). Pri oblikovanju logotipa smo začeli s skicami na papirju in nadaljevali v računalniškem programu za vektorsko grafiko. Odločanje o ustreznejšem logotipu je izvedla ciljna publika v anketi, v kateri smo jih tudi povprašali, kaj jim je pomembno pri blagovni znamki in njenem logotipu. Presenetila sta nas ozaveščenost o pomenu blagovne znamke ter izenačen izid med dvema logotipoma in različicama enega izmed teh, kar je našo končno odločitev o logotipu otežilo. Izbranemu logotipu smo dodelili barvo in mu izdelali različice različnih velikosti, barv in postavitev, za odzivnost na zaslonih ter izvozili profilni fotografiji za socialna omrežja z logotipom v optimalnih velikostih za pojavnost na spletu.

Language:Slovenian
Keywords:celostna grafična podoba, logotip, poimenovanje blagovne znamke, unikaten nakit, zaščitni znak
Work type:Bachelor thesis/paper
Organization:NTF - Faculty of Natural Sciences and Engineering
Year:2021
PID:20.500.12556/RUL-129552 This link opens in a new window
Publication date in RUL:04.09.2021
Views:988
Downloads:121
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Secondary language

Language:English
Title:Conceptual brand design and corporate identity for unique jewellery
Abstract:
A brand is a graphic symbol or combination thereof that is legally protected and allows similar types of goods to be distinguished. Corporate identity is an overall visual image of a company that combines all visual elements to create a connection with customers, making the brand recognizable and easier to distinguish from the competition. The goal of the diploma thesis was to design a name and create an attractive, memorable and simple logo or corporate identity for a unique jewellery brand, optimised for online presence. I analysed similar existing brands in the market, their brand names, logos and how they present themselves on social media. When designing the name of the new brand, I relied on the process described in the workbook Poimenovanje podjetij in znamk by Maša Mazi (1). In designing the logo, I started with sketches on paper and continued in a vector graphics computer program. The decision on the most suitable logo was made by the target groups in a survey, in which they were asked what was important to them about the brand and its logo. They showed a surprising awareness of the importance of the brand. Also surprising was the tie between the two logos and between the two versions of one of them, which made it difficult to make the final decision on the logo. I assigned the colour to the selected logo and created versions in different sizes, colours and layouts for screen responsive designs, and exported profile photos for social media with the logo in optimal sizes for online presence.

Keywords:brand naming, corporate identity, logotype, trademark, unique jewellery

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