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Title: Digest: Unified visual identity and marketing communication of an education center GASK.

Running Title: Unified visual identity

Author Name(s): Tereza Budská

E-mail(s): terkabudska462@gmail.com

Acknowledgement(s) : I would like to take this opportunity to thank my supervisor, Mr MgA. Jan Kolář for his advice and patience. I would also like to thank the GASK Teaching Center in Kutná Hora for providing materials for my work. Last but not least, I want to thank my family, who were able to support me during my work and studies.

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Word count: 508

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Digest: Unified visual identity

Abstract

• The bachelor’s thesis focuses with the creation of a communication strategy and visual identity for the GASK Education center in Kutná Hora. The thesis contains an explanation of basic concepts such as visual identity, marketing communication, target groups, social media, and strategy. Finally, it describes the creation of a new unified communication concept, which helps to create a memorable public image of the center.

Keywords

• analysis, marketing communication, customers, design, education center, gallery, GASK Kutná Hora, graphic design, visual identity, strategy, social media

Main Text

The center was established to understand and bring contemporary art to the audience. As the organization’s teaching center does not currently have a unified visual and communication style, I will also work on creating a new communication strategy. The thesis project is divided into the theoretical and practical parts. First of all, I will describe and explain the theoretical background that is necessary for the practical part of the thesis project, I will also analyze the techniques and tools used. In the practical part, I will analyze the current state of the researched teaching center and describe my design of marketing and visual communication. My main goal is to create visual communication and strategic solution for the GASK teaching center in Kutná Hora and at the same time to raise awareness of the existence of the Central Bohemian Region Gallery. At the same time, I want to raise the profile and raise the teaching center, to build positive public relations with this place so that the GASK organization becomes a visit place for new people.

References

• BERAN, Vladimír, František ŠTORM, Vladimír KOLENSKÝ, Mgr. T. FASSATI. Aktualizovaný typografický manuál. [7th edition]
• HARANTOVÁ, Lenka. Vnímání sociální reklamy vysokoškolskými studenty. [1st edition]
• HOLLIS, Richard. Stručná historie grafického designu. [1st edition]
• VYSEKALOVÁ, Jitka. Psychologie reklamy. [4th extended updated edition]

Images

Logotype ASK

• I created a new logotype ASK that will characterize the education center. My primary goal was to create a logotype that will create simple communication. The word ASK and ANSWER will accompany us throughout the communication.

Education Center ASK

• The first concept is the design of outdoor advertising (Citylights and Billboards), which introduces the education center. Each piece of information brings with it an important message that informs about an interesting activity, or some interesting thing.

Programs

• It is also important to present the individual programs that the center offers. Posters are the main advertising medium.
• for example: ASK FAMILY ,,Shall we take daddy with us?”
• Every headline has a reason, that characterizes his program.

ASK Kids

• important points - playful, fun, colorful, sketch
• All strategic solutions must be created in a playful and entertaining visual style so that the passing child appeals to and has the desire to visit the center. For the ASK KIDS concept, I will also use outdoor advertisements (Citylights) and posters that are placed indoors. (toy store, children’s parks, kindergartens…)

ASK Family

• important points - friendly, love, blue color, purity, honest
• The overall visual and communication style must look pleasant, and characteristic in a way. For the ASK FAMILY concept, I will also use outdoor advertisements (Billboards).

ASK School

• important points - education, friendly, red color, inspiration, concentration
• The main communication channel are social networks, which are the most effective way for students. The aim of this concept is not only to educate but also to inspire and entertain.
• still in process…:)