More and more diverse products are coming to the market looking for the establishment. In the process, the corporate identity of the company or the product plays a very important role. It represents a visual language and enables communication with the public and recognisability of the company or its product. In the thesis, we designed a corporate identity for a collection of fashion handbags, which is still in its early stages. The theoretical basis for the design of the corporate identity using relevant literature is presented the theoretical part. First, we learn about the importance of design and a fashionable bag, which, in addition to its utility, is also an expression of the style and personality of the person wearing it. We described what a brand is and discussed its assets. It is mainly a psychological construct and a living organism that develops and grows; however, it must maintain its essence all the time. Furthermore, we learn about the role of the reference triangle in the design itself and some strategic definitions of the organization, which are unique to each brand and represent the foundations on which the overall graphic image is built. In the practical part, we present the brand and the product – a smart fashion bag. We also examine the graphic images of competing products that are already on the market. After the analysis, we started the development, planning and design – from conceptual sketches to the final image of the logo, which we present in the results. We designed basic communication tools: business card, letterhead, envelope, tag hang and website design. The entire graphic image was created using the Adobe software – Illustrator, Photoshop, and InDesign.
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