Prilagoditev celostne grafične podobe za trideseto obletnico Slovenskega društva Hospic

Marguč Jensterle, Miša (author), Ahtik, Jure (mentor)

Diplomsko delo je preučevalo celoten proces grafičnega oblikovanja celostne grafične podobe Slovenskega društva Hospic ob njegovi 30. obletnici. Hospic je slovensko društvo, ki se ukvarja s celostno oskrbo za umirajoče bolnike in njihove svojce. Cilj prilagoditve obstoječe celostne grafične podobe Slovenskega društva Hospic je bil doseči širšo ciljno skupino in donatorje ter hkrati ozaveščati o detabuizaciji smrti. Namen diplomskega dela je bil raziskati in testirati orodja generativne umetne inteligence na primeru prilagoditve celostne grafične podobe Slovenskega društva Hospic. Cilj je bil raziskati, ali lahko umetna inteligenca nadomesti delo grafičnega oblikovalca in popolnoma prevzame delokrog grafičnega oblikovanja. V teoretičnem delu so bili obravnavani koncepti vizualne identitete, celostne grafične podobe, elementi in komunikacijska sredstva. Preučevali smo delokrog grafičnega oblikovanja in oblikovalska načela. Raziskali smo orodja generativne umetne inteligence in jih med seboj primerjali s tehničnega vidika. V eksperimentalnem delu smo testirali orodja generativne umetne inteligence, kot so Adobe Firefly, Stable Diffusion in DALL-E 3, za generiranje osnutkov novega zaščitnega znaka. Na podlagi človeške kritične analize in presoje osnutkov je bil izbran končni znak, ki pa je bil zasnovan z orodjem generativne umetne inteligence DALL-E 3. Rezultati raziskave potrjujejo, da generativna umetna inteligenca predstavlja učinkovito orodje v grafičnem oblikovanju, vendar ni nadomestilo za človeško kritično presojanje o kvaliteti.

• Language: Slovenian
• Keywords: Celostna grafična podoba, oblikovanje, promocijski material, Slovensko društvo Hospic, 30. obletnica, generativna umetna inteligenca.
• Work type: Bachelor thesis/paper
• Organization: NTF - Faculty of Natural Sciences and Engineering
• Year: 2024
• PID: 20.500.12556/RUL-158612
• Publication date in RUL: 18.06.2024

Secondary language

• Language: English
• Title: Adaptation of visual corporate identity for thirtieth anniversary of Slovenian Hospice Society

Abstract

The diploma thesis examined the entire process of graphic design of the overall graphic image of the Slovenian Hospice Society on the occasion of its 30th anniversary. Hospic is a Slovenian association dedicated to holistic care for dying patients and their relatives. The aim of adapting the existing corporate identity of the Slovenian Hospice Society is to reach a wider audience and donors while raising awareness of the detabuisation of death. The thesis aimed to investigate and test generative artificial intelligence tools, using the example of the adaptation of the corporate identity of the Slovenian Hospice Society. The aim is to investigate whether artificial intelligence can replace the work of a graphic designer and completely take over the graphic design workflow. In the theoretical part, the concepts of visual identity, integrated graphic design, elements and means of communication were discussed. The scope of graphic design and design principles were studied. We explored the tools of generative artificial intelligence and compared them with each other from a technical point of view. In the experimental part, we tested generative AI tools such as Adobe Firefly, Stable Diffusion and DALL-E 3 to generate drafts of a new trademark. A final sign was selected based on human critical analysis and judgement of the drafts, which in turn was designed using the generative AI tool DALL-E 3. The study results confirm that generative AI is an effective tool in graphic design but is not a substitute for human critical judgement of quality.

• Keywords: Corporate visual identity, design, promotional material, Slovenian Hospice Association, 30th anniversary, generative artificial intelligence.