Izdelava in implementacija elementov celostne grafične podobe butičnih čajev zavoda KRASna Hiša

Stevanovski, Ana (avtor), Urbas, Raša (mentor)

Diplomsko delo obsega postopek izdelave celostne grafične podobe za Zavod KRASna hiša, ki se ukvarja s panogo zeliščarstva in prodaje čajev. V teoretičnem delu je najprej splošno predstavljena celostna grafična podoba. Preučeni so bili pomen ter prednosti dobro oblikovane podobe, saj se z njimi lahko kupci čustveno spodbudijo, da se poistovetijo s podjetjem in vzpostavijo pripadnost. Nadalje je sledila predstavitev primarnih ter sekundarnih elementov. K primarnim elementom se uvršča logotip in izbira barvne palete ter tipografije, k sekundarnim pa vizitke, dopisne liste, kuverte in ostali elementi, kot so embalaža in promocijski materiali. V drugi polovici teoretičnega dela je predstavljena grafična priprava. Ta je ključnega pomena za dobro oblikovano celostno grafično podobo, saj omogoča poenotenje barv ter zagotavljanje kakovosti izdelka ne glede na medij, na katerem bo upodobljen. V tem delu je vsebina osredotočena na aditiven in subtraktiven barvni način ter na razlike med bitno in vektorsko grafiko. Bolje so bili preučeni možni načini shranjevanja v različne datotečne formate, specificirani pa so bili tudi koraki, ki so potrebni za digitalno pripravo predloge za tisk ter nadaljnjo dodelavo v končni fizični izdelek. V eksperimentalnem delu so opisani postopki ter metode dela, ki so potrebni za izdelavo celostne grafične podobe za Zavod KRASna hiša. Tu je bil fokus najprej postavljen na spoznavanje podjetja in njegove konkurence, saj je dobro razumevanje tega ključni korak za izdelavo dobre celostne grafične podobe, ki se bo skladala s podjetjem. Sledila je predstavitev postopka izdelave logotipa, izbire pisav ter barv, nato pa še izdelava sekundarnih elementov (vizitke, dopisnega lista, kuverte, žiga, elektronskega podpisa, implementacije (umestitve) na družbena omrežja, izdelave embalaže ter priročnika uporabe celostne grafične podobe). V diplomskem delu je bilo ugotovljeno, da je za izdelavo dobre celostne grafične podobe treba dobro spoznati podjetje in se osredotočiti na njegove vrednote ter cilje. Izdelava celostne grafične podobe ni linearne strukture, saj se je bilo treba pri oblikovanju tudi vrniti na enostavnejše različice. Hkrati je bil postavljen velik pomen na grafično pripravo dela za primerno upodobitev na digitalnih medijih kot tudi za pripravo za tisk.

• Jezik: Slovenski jezik
• Ključne besede: Celostna grafična podoba (GGP), grafična priprava, priprava za tisk, zeliščarstvo, elementi celostne grafične podobe, logotip
• Vrsta gradiva: Diplomsko delo/naloga
• Organizacija: NTF - Naravoslovnotehniška fakulteta
• Leto izida: 2023
• PID: 20.500.12556/RUL-146024
• Datum objave v RUL: 18.05.2023

Sekundarni jezik

• Jezik: Angleški jezik
• Naslov: Creation and implementation of corporate identity elements of boutique teas by KRASna Hiša institute

Izvleček

This thesis represents the process of creating a corporate identity for the KRASna hiša institute which is active in the field of herbalism and tea distribution. In the theoretical part, corporate identity is presented in general. The importance and advantages of a well-designed identity were examined, as it can emotionally lead customers to identify with the institute and build their loyalty to it. This is followed by the presentation of the primary and secondary elements. Primary elements include the logo as well as the choice of colour palette and typography, while secondary elements include business cards, letterheads, envelopes and other elements such as packaging and promotional materials. In the second half of the theoretical part of the thesis, the graphic prepress is presented. This is crucial for a well-coordinated corporate identity, as it enables the unification of colours and guarantees the quality of the product, regardless of the medium on which it is presented. This section deals with additive and subtractive colour modes and the differences between bitmap and vector graphics. The possibilities of saving in different file formats have been explored in detail, and the steps required to digitally prepare designs and graphics for printing and further processing into the final physical product have also been listed. The experimental part describes the procedures and working methods that were necessary to create a corporate identity for the KRASna hiša institute. It firstly focuses on getting to know the company and its competitors, as a good understanding of this is an important step in creating a good overall corporate identity that is in line with the institute. Then the process of logo creation, selection of fonts and colours and creation of secondary elements (business card, letterheads, envelope, stamp, electronic signature, social media implementation, packaging creation and corporate identity manual) were presented. Throughout the work, it was found that to create a good corporate identity it is necessary to get to know the company well and to focus on its values and goals. Creating a corporate identity is not a linear process, as it is also necessary to return to simpler versions during the design process. At the same time, great emphasis was placed on the graphic prepress for suitable reproduction on digital media as well as on print preparation.

• Ključne besede: corporate identity, graphic prepress, print preparation, herbalism, corporate identity elements, logo