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Namen diplomskega dela je bil prenoviti celostno grafično podobo in izdelati vizualen prototip novega spletnega mesta podjetja Moji štruklji Slovenije, ki bi bil v primerjavi z obstoječim preglednejši in bi bolje odražal enotno prepoznavno podobo. V teoretičnem delu smo raziskali načela oblikovanja spletnega mesta, uporabniško izkušnjo, uporabniški vmesnik in koncept celostne grafične podobe. Z metodo analize konkurence smo analizirali spletno ponudbo sorodnih podjetij na slovenskem trgu in njihovo vizualno podobo ter identificirali kriterije kakovosti spletnih mest. Opravili smo intervju z lastnikom podjetja in s tem pridobili dodatne informacije in napotke, ki so nas vodili po nadaljnjem procesu prenove. Izoblikovali smo nov logotip, določili barvno paleto in tipografske značilnosti ter s tem izboljšali vizualno koherentnost predstavitve podjetja. V procesu prenove spletnega mesta smo izdelali novo informacijsko arhitekturo, srednjepodrobnostne žične modele, določili vizualno podobo ter oblikovali prototipe spletnih strani za računalnike, telefone in tablice v okolju Figma. Končni rezultat diplomskega dela sta prenovljena celostna grafična podoba in izboljšan oblikovalno-funkcionalni prototip spletnega mesta, ki bosta v prihodnosti po želji lastnika podjetja lahko uporabljena in realizirana. The purpose of the diploma thesis was to redesign the corporate visual identity and create a visual prototype of a new website for the company Moji štruklji Slovenije, which would be better structured than the existing one and would better reflect a unified recognizable identity. In the theoretical part, we studied the principles of website design, user experience, user interface and the concept of corporate visual identity. Using the method of competition analysis, we analyzed the web sites of similar companies on the Slovenian market, their visual identity, and identified quality criteria. We conducted an interview with the owner of the company, and obtained additional information and recommendations that guided us throught the redesign process. We designed a new logotype, defined the colour palette and typographic features, and thus improved the visual coherence of company's presentation. In the process of the website redesign we created a new information arhitecture, medium-detailed wireframes, defined the visual identity and designed prototypes of web pages for computers, phones and tablets in the Figma environment. The final result of the thesis are a redesigned corporate visual identity and an improved design and functional protoype of the website, which can be used and realised in the near future at the request of the company owner.

El presente informe de sistematización tiene como propósito definir la importancia de aplicar la estrategia de rebranding en la comunicación corporativa, desde la práctica profesional adelantada por un grupo de estudiantes de Diseño Gráfico de la Universidad Santo Tomàs en la multinacional Grupo Ditech con el desarrollo del rebranding parcial. El interés por desarrollar este tema, parte de reconocer que la identidad visual corporativa es un elemento estratégico útil, que requiere ser atendido por las empresas para su identificación, posicionamiento, gestión y comercialización. De allí que, el documento presenta como resultado final las lecciones aprendidas desde la contrastación teórico -práctica, que permitirán alimentar las bases conceptuales y operativas que se manejan en la materia desde la disciplina de Diseño Gráfico. The purpose of this systematization report is to define the importance of applying the rebranding strategy in corporate communication, from the professional practice carried out by a group of Graphic Design students from the Santo Tomás University at the multinational Ditech Group with the development of rebranding. partial. The interest in developing this topic stems from recognizing that corporate visual identity is a useful strategic element that requires attention from companies for its identification, positioning, management and marketing. Hence, the document presents as a final result the lessons learned from the theoretical-practical contrast, which will allow feeding the conceptual and operational bases that are handled in the matter from the discipline of Graphic Design. Diseñador gráfico Pregrado

[ES] El presente proyecto tiene como objetivo el diseño de la identidad visual corporativa y comunicación de la marca RICESE para un producto untable hecho a base de arroz y fermentos lácticos que promueve la comida vegana como alternativa para el fomento de la comida sana y saludable. Por lo tanto, este documento incluye el desarrollo de todo lo que implica la creación de una identidad visual corporativa, así como el planteamiento de la estrategia de comunicación y el diseño del packaging del producto., [EN] This project aims to design the corporate visual identity and communication of the RICESE brand for a spreadable product made from rice and lactic ferments that promotes vegan food as an alternative for promoting healthy and wholesome food. Therefore, this document includes the development of everything involved in creating a corporate visual identity, the approach to the communication strategy, and the design of the product's packaging., [CA] El present projecte té com a objectiu el disseny de la identitat visual corporativa i comunicació de la marca RICESE per a un producte untable fet a base d'arròs i fermentos làctics que promou el menjar vegà com a alternativa per al foment del menjar sa i saludable. Per tant, aquest document inclou el desenvolupament de tot el que implica la creació d'una identitat visual corporativa, així com el plantejament de l'estratègia de comunicació i el disseny de l'embalatge del producte.

[ES] El presente trabajo consiste en el diseño de la identidad visual y el desarrollo de aplicaciones gráficas para una agencia de viajes destinada a un público objetivo joven. El proyecto abarca desde el diseño original de la marca y el desarrollo del manual de identidad visual corporativa, hasta el diseño de aplicaciones gráficas en objetos promocionales, entre la que destaca el diario de viaje., [EN] The present work consists of the design of the visual identity and the development of graphic applications for a travel agency aimed at a young target audience. The project ranges from the original design of the brand and the development of the corporate visual identity manual, to the design of graphic applications in promotional objects, among which the travel diary stands out., [CA] Aquest treball consisteix en el disseny de la identitat visual i el desenvolupament d’aplicacions gràfiques per una agencia de viatges destinada a un públic objectiu jove. El projecte inclou des del disseny original de la marca i el desenvolupament del manual d’identitat visual corporativa, fins al disseny d’aplicacions gràfiques en objectes promocionals, entre les quals destaca el diari de viatge

[ES] El presente Trabajo de fin de grado (TFG) consiste en el diseño y desarrollo de una nueva marca de bebida alcohólica (cerveza). Concretamente se abordarán los temas de: creación del naming, identidad corporativa, el logotipo, el diseño de los distintos envases, packaging (propuesta estructural y gráfica) y posibles campañas de publicidad. Se pretende que los envases estén hechos de materiales reciclados, para demostrar esa conciencia con el medioambiente que un diseñador, tras la carrera, debe tener., [EN] This Final Degree Project (FDP) consists of the design and development of a new brand of alcoholic beverage (beer). Specifically, the following topics will be addressed: creation of the naming, a corporate identity, the logo, the design of the different containers, packaging (structural and graphic proposal) and possible advertising campaigns. It is intended that the containers are made of recycled materials, to demonstrate that awareness with the environment that a designer, after graduation, must have.

Namen diplomskega dela je izdelati premišljeno in reprezentativno celostno grafično podobo za izbrano podjetje po njihovih zahtevah, ki bodo dvignile njihovo profesionalnost in prepoznavnost. V teoretičnem delu smo predstavili pojem celostna grafična podoba in njene glavne elemente: logotip, tipografijo, barve, poslovne tiskovine in priročnik celostne grafične podobe. V eksperimentalnem delu smo analizirali in primerjali logotipe konkurenčnih podjetij za smernice pri oblikovanju našega logotipa in predstavili podjetje ter njihove želje. Izdelavo logotipa smo začeli s skiciranjem na papir in potem prenesli v program Adobe Illustrator. Izdelali smo več različic, med katerimi je naročnik po svojih željah izbral najbolj ustrezno. Oblikovali smo še ostale glavne elemente celostne grafične podobe. Pri tem smo uporabljali še Adobe programa Photoshop in InDesign. Oblikovali smo celostno grafično podobo. Poslovne tiskovine so pripravljene do nivoja, da se podjetje lahko z njimi začne predstavljati na trgu. V sedanjem času je dobro oblikovana celostna grafična podoba eden ključnih dejavnikov za uspeh podjetja, saj ta bistveno pripomore k promociji, ugledu in profesionalnosti podjetja. Izdelana mora biti premišljeno, saj lahko le tako dobro predstavlja pravo identiteto podjetja in ga loči od konkurence. The purpose of the bachelor’s thesis is to create a thoughtful and representative corporate visual identity for a company according to its requirements, which will raise the professionalism and recognition of the company. In the theoretical part, we presented the term corporate visual identity and its key elements, such as logo, typography, colors, printed matters, and corporate design manual. In the experimental part, we analyzed and compared logos of competitive companies for guidelines in designing our logotype and presented the company and their wishes. We started creating the logo by sketching it on paper and then transferred it to Adobe Illustrator. We made several versions, among which the client chose the most suitable one according to his wishes. We also designed other key elements of the corporate identity using Adobe's Photoshop and InDesign programs. We designed the corporate visual identity and prepared business cards, mailing lists, and envelopes so that the company can start presenting itself. At present, a well-designed corporate visual identity is one of the key factors for the company's success because it significantly contributes to the promotion, reputation, and professionalism of the company. It must be made thoughtfully because only then can represent the true identity of the company and differentiate it from the competition.

V diplomskem delu smo prikazali celoten postopek oblikovanja in izdelave celostne grafične podobe (CGP) za podjetje OMGWTF, ki se ukvarja z izdelavo naravne kozmetike. Podjetje bo na trg predstavilo nova izdelka, šampon in balzam za lase v trdi obliki. Blagovna znamka je že imela obstoječo podobo, ki smo jo prenovili. Z novo CGP se bo podjetje lahko primerno promoviralo in uveljavilo na trgu. V teoretičnem delu smo opredelili pojem CGP. Zajeli smo osnovne grafične elemente – tipografijo, barve in simbole, v katere smo se bolj poglobili. Opisali smo osnovna načela grafičnega oblikovanja, ki vplivajo na ustvarjanje čim bolj učinkovite in privlačne kompozicije, in predstavili funkcijo embalaže. Sledila je predstavitev komunikacijskih sredstev, kot so vizitka, spletna stran, letak … Na koncu teoretičnega dela je predstavljeno vrstično elektronsko mikroskopiranje. V začetku eksperimentalnega dela smo predstavili programsko in strojno opremo, ki smo ju uporabili za izdelavo CGP. Opredelili smo dejavnost in cilje podjetja OMGWTF. Izdelali smo profile strank, ki so osnova za nadaljnje oblikovanje. Sledila je izdelava CGP z vključenimi grafičnimi elementi (logotip, barve in tipografija). Prikazali smo postopek izdelave embalaže, od idejne zasnove do končne verzije. Na koncu eksperimentalnega dela smo predstavili mikroskopiranje z vrstičnim elektronskim mikroskopom ter izdelavo 3D modela za embalažo. V razpravi smo predstavili izbrana komunikacijska sredstva ter končno embalažo, ki smo jo oblikovali v diplomskem delu. The thesis presents the entire process of designing and creating a corporate visual identity (CVI) for OMGWTF, a company involved in the production of natural cosmetics. The company is going to launch new products on the market, a shampoo and a hair conditioner in solid form. The brand already had an existing image, which was redesigned. The new corporate identity will allow the company to promote itself and establish itself in the market. The theoretical part defines the concept of corporate identity. It covers the basic graphic elements – typography, colours and symbols, which we have delved into in more depth. The basic principles of graphic design are described, which influence the creation of the most effective and attractive composition. The function of packaging is presented. This is followed by a presentation of communication tools such as the business card, the website, the leaflet ... At the end of the theoretical part, line scanning electron microscopy is introduced. At the beginning of the experimental part, we present the software and hardware used to create the integrated graphic image. The activity and objectives of OMGWTF are defined. Customer profiles are drawn up, which form the basis for further design. This is followed by the creation of a corporate visual identity incorporating the graphic elements (logo, colours and typography). The process of creating the packaging is illustrated, from conceptual design to the final version. At the end of the experimental part, microscopy with a line electron microscope and the creation of a 3D model for the packaging are presented. The selected means of communication and the final packaging designed during the thesis are presented in the discussion.

LuMetal, d. o. o. je majhno podjetje s sedežem v Novem mestu. Ukvarjajo se s kovinskopredelovalno industrijo, izdelujejo tudi unikatne kovinske produkte po načrtih arhitektov in projektantov. V diplomskem delu je predstavljena prenova celostne grafične podobe in opredelitev elementov, ki skupaj grafično predstavljajo podobo podjetja. Ta je sestavljena iz logotipa, poslovnih tiskovin (vizitka, dopisni list, račun, ponudba, pisemska ovojnica, koledar) ter promocijske majice. Za izvedbo eksperimentalnega dela smo se pobližje spoznali z delom podjetja LuMetal, d. o. o. Sestali smo se z direktorjem podjetja, ki nam je pomagal pri razumevanju elementov njihove celostne grafične podobe (CGP). Le-to smo primerjali še z dvema konkurenčnima slovenskima podjetjema ter raziskali njihove prednosti in slabosti. Po temeljiti raziskavi smo se lotili prenove CGP-ja podjetja LuMetal, d. o. o. Začeli smo z definiranjem osnovnih elementov – barva in tipografija – ki sta nas vodila pri izdelavi ostalih elementov najprej simbola in logotipa, nato pa še vseh tiskovin. Za konec smo izdelali še nekaj primerov promocijskih majic, ki bodo pomagale pri prepoznavnosti podjetja. LuMetal d. o. o. is a small company, with its seat in Novo mesto. Their main priority is the metal processing industry, they also like to participate in the development and implementation of unique metal products, planned by architects and specialised designers. In this thesis we firstly introduce the company’s old corporate visual identity and its key elements. The corporate identity is made of logo, business printing materials, business cards, mailing letter, bills, offer document, envelopes, calendars and receipt and promotional t-shirts. Following the experimental part of the thesis, we begin by getting to know the company itself, moving on to describing its old corporate visual identity and the process of renovation of CVI. We also compared the old CVI with two rival companies where we focused on the elements that work and the ones which doesn’t and then used the good elements in our renovation. After we made a new logo, following the printing materials we also made three designs for promotional t-shirts, which role is to additionally advertise the newly renovated company and its corporate identity.

[ES] El presente proyecto se centra en el rediseño y desarrollo de la identidad visual corporativa para la empresa J&S instalaciones. Se trata de una empresa familiar de fontanería que tiene su actividad principalmente en la Comunidad Valenciana. Se diseña su marca y se desarrolla el manual de identidad visual corporativa, donde se indican las normas de uso de la marca, su aplicación a productos de uso de la empresa y material promocional. Por último, se establecen las guías de uso de la marca en redes sociales y página web., [EN] This project focuses on the redesign and development of the corporate visual identity for the company J&S Instalaciones. It is a family plumbing company that operates mainly in the Valencian Community. The brand is designed and the corporate visual identity manual is developed, which indicates the use standards of the brand, its application to use products of the company and promotional material. Finally, the guidelines for using the brand on social networks are established.

V diplomskem delu smo se osredotočili na proces oblikovanja celostne grafične podobe. Namen diplomskega dela je bil oblikovati in primerjati dve različni celostni grafični podobi v dveh različnih slogih in poiskati končno rešitev za naročnika. V teoretičnem delu diplomskega dela smo bralcu predstavil celostno grafično podobo in njeno zgodovino ter razvoj. Temu je sledila razlaga elementov, ki sestavljajo celostno grafično podobo, in njihove vloge ali funkcije znotraj celostne grafične podobe. Bralcu smo nato predstavili proces priprave na projekt oblikovanja celostne grafične podobe. V tem segmentu je bil prikazan referenčni trikotnik, ki opiše praktično vrednost dobre celostne grafične identitete, kako le-ta vpliva na ugled podjetja ali blagovne znamke in s tem neposredno tudi njuno uspešnost. Teoretični del smo zaključili z analizo celostne grafične podobe s psihološkega vidika. Predstavljen je bil vpliv psihologije na oblikovalske odločitve, ko pride do grafičnih likov in barv, ter kako določiti ciljno občinstvo, na katero lahko osredotočimo svoje oblikovanje. Teoretičnemu delu je sledil eksperimentalni del, v katerem smo predstavili pripravo na oblikovanje celostne grafične podobe in metode dela, ki smo jih pri tem uporabljali. V naslednjem delu diplomskega dela smo predstavili rezultate dela in naredili njihovo analizo. Bistvo tega dela je oblikovanje in predstavitev dveh celostnih grafičnih podob z različnima slogoma. Vsaka izmed celostnih grafičnih podob je bila nato predstavljena in razložena v petih sklopih, in sicer: logotip, pisave, barve, aplikacije in vizualizacije produktov. Za vsakega od predstavljenih elementov so bile poleg razlage oblikovalskih odločitev in mišljenja priložene tudi slike. Nato smo sestavili anketo in na podlagi njenih rezultatov bralcu predstavili zaključke in izvlečke raziskave ter določili najboljšo izmed rešitev za naročnika. In his diploma thesis we focused on the process of designing a corporate visual identity. The core purpose of the diploma thesis was to design and compare two separate corporate visual identities in two different design styles and find a final solution for the client. The theoretical part of the diploma thesis presented corporate visual identity including its history and progression. This was followed by an explanation of the elements that make up a corporate visual identity where their role and function were also presented. The next segment presented the process of the preparation and research needed before designing a corporate visual identity. This segment presented the reference triangle which describes the practical value of a corporate visual identity and its direct connection with the image and successfulness of a company or a brand. The theoretical part concluded with an analysis of the psychological aspect of a corporate visual identity. It presented the influence psychology has on our design decisions when it comes to graphics and colours. It also provided information on how to create a target audience for our specific project. The theoretic part was followed by the experimental part which focused on the preparation needed for designing a corporate identity and the methods and tools we used in the process. The next part of the diploma thesis presented the results and analysis of our work. It focuses on designing and presenting two corporate visual identities with different design styles. Each of the two created visual identities was then presented in five segments: logotype, typography, colours, applications, and product visualisations. For every one of the mentioned segments an explanation of our thinking and decisions was presented alongside the pictures of the design. After that we made a poll and from its results conclusions were drawn and the best of the two solutions was selected for the client.

El presente proyecto se propone realizar un análisis de la marca Frutos Secos Reyes, una empresa que lleva trabajando en el sector de los frutos secos desde 1986 y que tiene una gran expansión, especialmente en Andalucía. Se ha realizado un estudio tanto interno como externo a la marca para posteriormente poder realizar un adecuado rebranding de su identidad. Para poder conocer un poco sobre la imagen de marca se ha realizado una encuesta. Una vez contemplados todos los aspectos de la identidad, se procede en último lugar a ajustar su identidad visual corporativa a sus nuevos aspectos. Se ha optado por un diseño que siga manteniendo ese lado tradicional, ligado a lo natural y a la calidad de sus productos, aunque más actualizado y acorde a su personalidad. This project proposes to carry out an analysis of the brand Frutos Secos Reyes, a company that has been working in the dried fruit sector since 1986 and that has a great expansion, especially in Andalusia. A study has been carried out both internally and externally to the brand in order to later be able to carry out an adequate rebranding of its identity. With the purose of know a little about the brand image, a survey has been carried out. Once all the aspects of the identity have been considered, the last step is to adjust your corporate visual identity to its new aspects. A design has been chosen that continues to maintain that traditional side, linked to nature and the quality of its products, although more up-to-date and in keeping with its personality. Universidad de Sevilla. Grado en Publicidad y Relaciones Públicas

En el siguiente Trabajo de Fin de Grado (TFG) se expone el proceso de construcción de una marca para un festival musical-cultural internacional llamado TOLARTE. El resultado final es la creación de un evento destinado a jóvenes millennials de Europa. La metodología empleada a lo largo de este proyecto, se ha centrado en una previa investigación exhaustiva de la evolución y comparativa de los festivales, además de estudios del consumo global de música y encuestas a usuarios. Tras la investigación, pasamos al núcleo del proyecto, el proceso de construcción, donde se desarrolla una identidad corporativa diferencial a la competencia, la cual comunica los principales valores: diversidad, innovación e inclusión. A través de éstos se conformará una identidad visual corporativa cohesionada que hará del festival un evento único. The following Final Degree Project (TFG) presents the process of building a brand for an international music-cultural festival called TOLARTE. The end result is the creation of an event aimed at young millennials in Europe. The methodology used throughout this project has focused on a previous exhaustive research of the evolution and comparison of festivals, as well as studies of global music consumption and user surveys. After the research, we move on to the core of the project, the construction process, where we develop a corporate identity that is different from the competition, which communicates the main values: diversity, innovation and inclusion. Through these, a cohesive corporate visual identity will be formed that will make the festival a unique event. Universidad de Sevilla. Grado en Publicidad y Relaciones Públicas

[ES] El objetivo principal de este proyecto ha sido el de desarrollar un manual de identidad visual corporativa para la ONG Eucrante (Gandía, Valencia), y una guía de estilo para la aplicación de la marca gráfica a posibles productos. La asociación Eucrante tiene como finalidad promover un mundo donde todas las especies convivan, centrando su campo de acción en el medio marino. Por otro lado, busca poder llevar a cabo proyectos multidisciplinares que contribuyan a la preservación de los océanos a través de la cooperación con personas y/o entidades afines. Su filosofía se basa en los principios y fines expuestos en el objetivo número 14 de los establecidos por las Naciones Unidas para el desarrollo sostenible que dice: ¿Conservar y utilizar sosteniblemente los océanos, los mares y los recursos marinos para el desarrollo sostenible.¿ Tras varias reuniones con el equipo que conforma la ONG, lo primero que se ha definido son los requerimientos y los valores a transmitir. Se ha elaborado un brief en el que se establece la filosofía, analizando el uso de la actual marca y el cambio que se quiere lograr. Se ha estudiado visualmente el mercado de ONG¿s con fines similares. También se realizaron encuestas individuales con el propósito de tener en cuenta las distintas perspectivas de los miembros de la organización. Con esta información se ha elaborado el perfil de una buyer persona y también un moodboard que ha sido utilizado para la elaboración de propuestas. Sobre estos datos, se ha desarrollado el manual de identidad visual corporativa donde se explican las normas de uso de la marca, que incluye el logotipo, la paleta de color, la tipografía, el símbolo y la textura corporativa. Finalmente se ha elaborado una guía de estilo para los productos gráficos, definiendo el estilo de comunicación que se debería utilizar, destacando la conveniencia de ellos frente a otras posibles propuestas, desde nuestro punto de vista, menos aconsejables., [EN] The main aim of this project is to develop a corporate visual identity manual of Eucrante NGO (Gandia, Valencia) and a brand style guide for the application of future graphic products. Eucrante¿s objective is to promote a world where all species are able to live together, the marine environment being their main field of activity. They look to carry out multidisciplinary projects which contribute to the oceans¿ protection through cooperation with people and similar organisations. Their philosophy is based on the UN Sustainable Development Goal 14 which states:¿ Conserve and sustainably use the oceans, seas and marine resources¿. After several meetings with the team at the NGO, the first thing that was defined were the requirements and values to be transmitted. A brief was drawn up in which the philosophy was established, analysing the use of the current brand and the the desired changes. The market of NGOs with similar aims was tudied. Individual surveys were also carried out in order to take into account the different perspectives of the organisation's members. With this information, a buyer persona profile and a moodboard were developed and used for the development of proposals. Based on this data, a corporate visual identity manual was created, explaining the rules of use of the brand, including the logo, colour palette, typography, symbol and corporate texture. Finally, a style guide has been drawn up for the graphic products, which defines the style of communication that should be used, highlighting their suitability compared to other proposals which we consider less suitable.

[ES] El presente Trabajo de fin de grado (TFG) consiste en el diseño y desarrollo de una nueva marca de bebida alcohólica (cerveza). Concretamente se abordarán los temas de: creación del naming, identidad corporativa, el logotipo, el diseño de los distintos envases, packaging (propuesta estructural y gráfica) y posibles campañas de publicidad. Se pretende que los envases estén hechos de materiales reciclados, para demostrar esa conciencia con el medioambiente que un diseñador, tras la carrera, debe tener. [EN] This Final Degree Project (FDP) consists of the design and development of a new brand of alcoholic beverage (beer). Specifically, the following topics will be addressed: creation of the naming, a corporate identity, the logo, the design of the different containers, packaging (structural and graphic proposal) and possible advertising campaigns. It is intended that the containers are made of recycled materials, to demonstrate that awareness with the environment that a designer, after graduation, must have.