CORPORATE IDENTITY REDESIGN OF COMPANY SUROVINA D.D.

V diplomski nalogi smo raziskovali in predstavili teoretične in praktične vidike celostne grafične podobe. Kot primer smo uporabili podjetje Surovina d.d. Diplomska naloga je razdeljena na dva dela. Prvi del je teoretični in se razteza od tretjega do petega poglavja. Šesto poglavje je namenjeno praktičnemu delu diplomske naloge. V teoretičnem delu je razložena teorija celostne grafične podobe, kjer definiramo vse potrebne elemente, da lahko nadaljujemo z raziskavo. Četrto poglavje je namenjeno osnovni likovni teoriji, kjer se osredotočamo predvsem na like, barvo in tipografijo, saj je njihovo razumevanje pogoj za razvoj in prenovo celostne grafične podobe oziroma njenih osnovnih grafičnih elementov. Sledi analiza aktualne grafične podobe podjetja Surovina d.d., ki je podprta tako z grafiko in kot tudi s fotografijami. Analiza je podkrepljena še s kratko študijo domače in tuje konkurence. Šesto poglavje je praktični del naloge, kjer preoblikujemo simbol, logotip, določimo njuno medsebojno razmerje in pa tudi ustrezno tipografijo ter barvo. Temu sledijo prikaz pisarniških, promocijskih in ostalih aplikativnih rab, od dopisnega lista, vizitke, pa vse do označevanja vozil.In this thesis we studied and present the theoretical and practical aspects of corporate identity. As an example, we used the company Surovina d.d. The thesis is divided into two parts. The first part is theoretical and extends from the third to the fifth chapter. The sixth chapter is devoted to the practical part of the paper. The theoretical part explains the theory of corporate identity, where we define all the necessary elements to proceed with the survey. The fourth chapter is devoted to basic art theory, which focuses mainly on the shapes, colour and typography, as their understanding is crucial for the development and redesign of corporate identity and its basic graphic elements. Next step is the analysis of current graphic design of the company Surovina d.d., which is supported by graphics and photographs as well. The analysis is supported in a brief study of domestic and foreign competition. The sixth chapter is a practical task, where one transforms a symbol, logo, defines their relationship and also appropriate typography and color. This is followed by display of stationery, promotional and other applied uses from letterhead, business cards, through to the identification of vehicles