The diploma is conducted at a theoretical and practical level, examining the field of the holistic graphic corporate identity of a renovation farm. In the theoretical part, I initially focused on all three components of the reference triangle, which form the basis of any business design thinking. Then I discussed the elements of a holistic graphic identity, defining concepts such as symbol, color, typography, and applications. To further support the theory from a practical perspective, I conducted an analysis of the holistic graphic identities of five regenerative farms from different parts of the world. I primarily examined their websites, the colors used, the design of their graphic symbols, and the typography employed in both the symbols and websites. Lastly, I described the entire process of creating a holistic graphic identity for the regenerative farm Odprti hlevček. The main objective of this thesis is to provide a detailed explanation of the components of a holistic graphic identity and, utilizing the acquired knowledge, to develop a holistic graphic corporate identity for the farm.
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