VIZUALNI IDENTITET I GRAFIČKI STANDARDI

VISUAL IDENTITY AND GRAPHICS STANDARDS

Mario Tomiša

Sažetak

Dizajn je interdisciplinarna djelatnost koja povezuje društvene, humanističke i tehničke znanosti s kreativno-umjetničkim komponentama. Posao grafi čkog dizajnera nije vezan samo uz estetski doživljaj nego je primarno dio komunikacijskog procesa. Najvažniji zadatak za dizajnera je da se željena poruka ispravno prenese do ciljne skupine. U tom komunikacijskom procesu izuzetno je važna dosljednost, kontinuitet i efi kasnost, kao i relevantnost u odnosu na ciljnu skupinu i originalnost u odnosu na konkurenciju. Osnovni elementi identiteta svake organizacije su verbalni i vizualni identitet. Knjiga grafi čkih standarda je temelj svakog vizualnog identiteta. Na primjeru vizualnog identiteta Sveučilišta Sjever detaljno će se prikazati svi elementi knjige grafi čkih standarda te važnost njene dosljedne i kontinuirane primjene kroz sve komunikacijske kanale koji su ustanovi na raspolaganju.

KLJUČNE RIJEČI: DIZAJN, KOMUNIKACIJA, VIZUALNI IDENTITET, KNJIGA GRAFIČKIH STANDARDA

Abstract

Design is supposed to be an interdisciplinary work because it combines social, humanistic and technical sciences with creative and artistic components. Th e role of a graphic designer is related not only to an aesthetic experience, but primarily is a part of a communication process. Th e most important designers’ task is to properly communicate to the target group. Consistency, continuity and effi ciency are extremely important throughout that process, as are the relevance to the target group and originality when compared to competition. Basic elements of every organisations identity is verbal and visual identity. Th e graphics standards manual is the foundation to every visual identity. Th e visual identity of University North will serve as an example for all the elements of a graphics standards manual, and also signify the importance of its consistent and continuous use throughout a vast communication channels available to the institution.

KEYWORDS: DESIGN, COMMUNICATION, VISUAL IDENTITY, GRAPHICS STANDARDS MANUAL
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