The purpose of the diploma thesis was to analyse and redesign the existing corporate identity of the company Punčke za punčke, which sells children's toys. In the theoretical part, we defined the concepts related to designing corporate identity, presented the importance of a good corporate identity, and defined the guidelines and reasons for the redesign of the corporate identity. In the experimental part, we analysed the existing corporate identity of the company, presented the logos of related companies, and then with the help of a Macbook Pro and Adobe Illustrator, Adobe Indesign, and Adobe Photoshop created a redesigned corporate identity, taking into account the wishes of the client. Before the production, we conducted a structured interview with the client, which included 10 questions, based on which we obtained information about the needs of the company and the client's wishes regarding the appearance of the new identity. After creating the redesigned identity, we used the Expoze online software, which simulates the method of eye-tracking, to generate heat maps of individual corporate identity elements, with the help of which we checked the suitability of the layout of graphic elements on a particular product. The testing showed that the layout and hierarchy of elements are appropriate, so we did not subsequently change the design. After checking the adequacy, we created a corporate identity manual, which contains the logo and its variants, the fonts used, the hierarchy of fonts, colours, examples of prohibited use, and mock-ups.
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