In our thesis, we have designed a new visual identity for festival Gora Rocka in 2023. All the information we want to convey to the observer can be designed using different graphic elements to make the messages more visually appealing. We have adapted the campaign to different media, which is a key part of the successful promotion of the festival, as it is through this that we can reach and inform the target audience.
The aim of the thesis was to create a new visual identity for festival Gora Rocka. Therefore, we wanted to create a campaign that would be different from the previous years, but at the same time we wanted to keep all the core features of the organisation.
The theoretical part of the project defines, with the help of various literature sources, the importance of the visual way in which companies communicate with a wider audience and how they advertise through different media. We have highlighted the important elements that are crucial in the creation of new images and the problems that arise if these are not used in accordance with visual principles. We also described the most commonly used media used by the Festival for advertising.
In the experimental part, a historical overview of the creation of the festival is presented, in which we have analysed the overall graphic image of the organisation. We then analysed the past campaigns used by the festival to promote itself, with the aim of obtaining guidelines for the design of a new visual identity. In the last part of the chapter, we presented the design process and the elements used to make the festival proud.
The analysis results of the festival's visual image so far have been broken down into multiple features, namely composition, colour palette, typography, the position of the logotype, background and the colour of the main text for adequate comparison. Alongside the results of the past analyses, the results gained by the survey were also considered in the design process. These were helpful in changing the visual identity.
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