Prenova grafične podobe komunikacijske kampanje za Naravoslovnotehniško fakulteto

Rutar, Alja (author), Ahtik, Jure (mentor), Medved, Tanja (comentor)

Diplomsko delo obravnava prenovo grafične podobe komunikacijske kampanje Naravoslovnotehniške fakultete, ki je članica Univerze v Ljubljani in združuje šest študijskih smeri s področij grafike, tekstilstva, oblikovanja tekstilij in oblačil, materialov in metalurgije, geotehnologije, rudarstva in okolja ter geologije. Obstoječi promocijski materiali so bili vizualno precej neusklajeni in zastareli, kar je predstavljalo ključno težavo pri komunikaciji fakultete z javnostjo, saj so ti nastajali postopoma brez enotnega oblikovalskega načrta. Edini dosledno uporabljen element je bila barva, ki je razlikovala med posameznimi smermi. Namen diplomskega dela je bil torej na tej osnovi vzpostaviti sodobno in enotno grafično podobo, ki bo fakulteti omogočila učinkovitejšo komunikacijo s ciljno skupino. Teoretični del zajema pregled poteka oblikovalskega procesa, temeljnih načel grafičnega oblikovanja in elementov vizualne komunikacije, s posebnim poudarkom na barvi in tipografiji, ter pregled tiskanih in digitalnih medijev v oglaševanju. V eksperimentalnem delu pa smo najprej analizirali obstoječe stanje materialov in pregledali komunikacijske prakse konkurenčnih fakultet v Sloveniji in v tujini. Sledilo je oblikovanje osnovnih grafičnih gradnikov – prilagoditev barvne palete, posodobitev piktogramov, določitev gradienta kot ključnega grafičnega elementa, ki se dosledno pojavlja na vseh promocijskih materialih, ter izbor dveh komplementarnih pisav. Prenovljeni gradniki so bili nato aplicirani na nabor promocijskih materialov, med katerimi so bili pingvini, razstavni pulti, stojnica, uporabljena na sejmih, zgibanke, majice za informativne dneve, broške, predloge za objave na družbenih omrežjih, spletni portal vpisi.se ter dodatni promocijski materiali. Delo pa je bilo zaključeno z izdelavo priročnika grafične podobe, ki določa smernice za njeno nadaljnjo dosledno uporabo. Predstavljeni proces prenove grafične podobe ponazarja, da lahko premišljeno zasnovana in enotna vizualna identiteta pomembno prispeva k prepoznavnosti fakultete in učinkovitejšemu nagovarjanju različnih ciljnih skupin.

• Language: Slovenian
• Keywords: grafično oblikovanje, grafična podoba, komunikacijska kampanja, promocijski materiali, gradient
• Work type: Bachelor thesis/paper
• Organization: NTF - Faculty of Natural Sciences and Engineering
• Year: 2026
• PID: 20.500.12556/RUL-183603
• Publication date in RUL: 16.06.2026

Secondary language

• Language: English
• Title: Redesign of visual identity of communication campaign for Faculty of Natural Sciences and Engineering

Abstract

This thesis addresses the redesign of the visual identity of the communication campaign for the Faculty of Natural Sciences and Engineering, a member of the University of Ljubljana that brings together six study programmes in the fields of graphic arts, textile, textile and fashion design, materials and metallurgy, geotechnology, mining and environment, and geology. The existing promotional materials were visually inconsistent and outdated, which posed a significant challenge for the faculty's communication with the public, as they had developed gradually without a unified design plan – the only consistently used element was colour, which distinguished between the individual study programmes. The aim of the thesis was therefore to establish a modern and unified visual identity that would enable the faculty to communicate more effectively with its target audience. The theoretical part covers the graphic design process, the fundamental principles of graphic design and elements of visual communication, with particular emphasis on colour and typography, as well as an overview of print and digital media in advertising. In the experimental part, we first analysed the existing state of the faculty's materials and reviewed the communication practices of competing faculties in Slovenia and abroad. This was followed by the development of new design elements – an updated colour palette, redesigned pictograms, the introduction of a gradient as the key graphic element appearing consistently across all promotional materials, and the selection of two complementary typefaces. The redesigned elements were then applied to a range of promotional materials, including roll-up banners, promotional counters, an exhibition stand used at fairs, brochures, open day t-shirts, badges, social media post templates, the vpisi.se web portal, and merch. The work was concluded with the creation of a visual identity manual, which sets out guidelines for its consistent use going forward. The presented redesign process illustrates that a thoughtfully designed and unified visual identity can significantly contribute to the faculty's recognisability and more effective communication with different target audiences.

• Keywords: graphic design, visual identity, communication campaign, promotional materials, gradient