The purpose of the diploma thesis is to demonstrate the importance of Gestalt principles when creating a corporate identity. The diploma thesis consists of a theoretical and an empirical section. The first section highlights the concept of Gestalt theory, defines it thoroughly, and then examines individual Gestalt principles. This is followed by a definition of the concept of graphic design, of a logo/logotype, and a presentation of the process of designing visual messages. We will also analyse other logotypes in relation to Gestalt principles. The theoretical section points out the necessity of being familiar with the principles of perception in design. Based on the theoretical section, i.e., on Gestalt principles, the practical section will present a possible logo/logotype design for the company APS, d.o.o., which is engaged in the informatization of internal logistics. The corporate identity will also be applied to the promotional products of this company. We will also explain the very process of designing a corporate identity. The aim is to develop an efficient corporate identity that best represents the company's identity, is recognizable and unique. In fact, communication with a company begins with its corporate identity, which presents the identity of the company and either attracts potential clients or drives them away if it is unappealing or incomplete.
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