The main purpose of a logotype is to harmonize with a company’s business concept and culture. This study is based on the receiver’s attitudes about three different logotypes - Volvo, Telia and Mcdonald's. It informs the reader about the importance of a logotype as a mean of communication and if the perceptions of the logotype harmonize with the profile of the company. The study also discusses whether the visual aspects of a logotype make any difference in this process. This is a qualitative study that has been conducted through interviews and the purpose is to collect and analyze the receiver’s attitudes regarding the logotypes. The theories of this study are based on visual communication, interpretation and semiotics. Our study shows that the receiver’s attitudes against the logotypes are mostly negative, mainly because the receiver’s were unable to understand the meaning of the logotypes. This study also shows that the receiver’s interpretation of the logotypes depended on a specific context and prejudice.

Föreliggande studie syftar till att genom en visuell innehållsanalys kartlägga gemensamma drag i 120 universitetslogotypers visuella utformning, samt undersöka samband mellan dessa karaktärsdrag och universitetens internationella rankningsposition.Med utgångspunkt från topprankningslistan Times Higher Education World University Rankings med 400 internationella universitet, indelade i fyra grupper i intervaller om 100 (d.v.s. rankningsposition 1–100, 101–200 etc.), valdes 30 universitet ut per grupp genom ett obundet slumpmässigt urval. Logotyperna för universiteten inhämtades främst från deras grafiska manualer.I studien presenteras förekomsten av generella drag med avseende på färg, typografi, typologi, detaljrikedom samt innehåll och form. Resultatet visade på tydliga gemensamma drag med i regel en till två dominerande karaktärsdrag per kategori. Resultaten tyder dock inte på att universitetens rakningsposition påverkar den visuella utformningen. / This study was initiated to identify common or general themes apparent among university logotypes and the correlation between these and the respective global ranking of the university.This visual content analysis was conducted across a sample of 120 university logotypes drawn from the top 400 list of Times higher education world university rankings. Thirty universities were chosen at random from each of the four groups of 100, according to rank (i.e. 1–100, 101–200 etc.).In particular in this study the categories compared were: colour, typography, typology, detail level and content/shape. The findings showed that there were strong themes present across all the universities generally. In most cases for each category of comparison, one or two dominant characteristics took form. It was concluded however that these themes did not correlate with the ranking level of the university.

Abstract Purpose — The purpose of this thesis is to find how visual identity components impact on the sales of H&M. Through the establishment of a theoretical model. Methodology/approach — Base on the model, the thesis used qualitative research and quantitative research method. The qualitative research method referred to the interview with H&M managers. The quantitative research method referred to questionnaires for 120 customers and the Eviews analysis software. Eviews analysis software was used to analyze the mathematical relationship between the visual identity components and H&M sales. Findings —Through the analysis of the questionnaire and interviews, the thesis found that logotype and/or symbol, advertising and storefront were more important components for H&M sales among the eleven visual identity components. By the Eviews analysis software, the thesis analyzed and found the quantitative relationship between these three visual identity components and the sales revenue of H&M. Research limitations — First of all, the literature on the study of the visual identity for the company is rare. Second, the result of H&M’s analysis may not be applied to all brands. Originality/value —The results showed that H&M can invest more on these three important visual identity components we identified to increase their sales revenue. This is a more effective way for brand awareness. At the same time, this paper fills the gaps in the related articles. The thesis is a detailed research of the important visual identity components impacting on the company. Keywords — Visual identity, Visual identity components, Advertising, Logotype, Storefront Paper type: Research paper

This Master's Thesis aims to analyze the visual communication of Národní památkový ústav, National Monument Institute. The theoretical part deals with the interpretation of corporate identity focusing on corporate design and corporate communication. The second part begins with an analysis of the main and derived elements of the visual communication and continues with a comparison of the elements of the public monument institutions abroad. At the very end the Thesis also includes some recommendations in order to make the whole corporate image of Národní památkový ústav better.

Cette thèse propose une étude sur la relation entre les arts graphiques et le cinéma à travers une observation analytique du générique de film en tant que fragment cinématographique hybride présentant un entremêlement ou encore une rencontre entre les éléments graphiques et les éléments filmiques. Par cette étude nous interrogeons le générique d’ouverture de film, de l’apparition de la cinématographie aux expériences plus contemporaines, en suivant l’évolution d’une forme à la fois graphique et cinématographique reposant sur une frontière technique constamment mouvante grâce aux multiples innovations technologiques.Dans ce travail, nous nous intéressons aux fonctions, typologies, typographies et mises en scène du générique d’ouverture, ainsi qu'aux différents éléments le composant, qui s’expriment selon des modalités à la fois historiques, techniques et esthétiques. L’esthétique de la typographie et son évolution font l’objet d’une attention particulière.Cette thèse se concentre particulièrement sur Kyle Cooper et plus spécialement sur le générique d’ouverture de Se7en, remarquable par son style de typographie cinétique ainsi que son incroyable tour de force technique et esthétique.Notre objectif est de démontrer, à travers les développements graphiques et filmiques du générique d’ouverture, à quel point les apports de Kyle Cooper pour l’art de sa conception sont fondamentaux et considérables. Cooper a contribué à la renaissance de l’art du générique de film à la suite de Saul Bass, dans les années 1950. / This thesis proposes a study of the relation between graphic art and cinema through ananalytical approach of film opening credits as a hybrid cinematographic fragment with areunion of graphic elements and cinematographic elements. Through this study, we willanalyze opening credits, from the beginning of cinema until contemporary experiences,following the evolution of a from simultaneously/both graphic and film based on a technicalline constantly shifting with innovations.In this work, we are also interested in fonctions, types, typography and staged opening credits,elements which are expressed according to historical, technical and aesthetic modes. Theaesthetics of typography and its evolution are the subject of a particular attention.This thesis focuses specifically on Kyle Cooper and more precisely on the opening credits ofSe7en with its outstanding style of kinetic typography and its incredible aesthetic andtechnical tour de force.Our goal is to prove the significance of Kyle Cooper’s contribution and why his contributionsfor art of the generic design are so fundamental and substantial across graphic developmentsand opening credits. Cooper had an important part in the rebirth of the art of film credits withSaul Bass in the 1950s.

Bakgrund: Då ett företags logotyp är kopplad till dess varumärkesvärde kan en förändring av en sådan ha en påverkan på det uppfattade varumärkesvärdet. Därför är det av intresse att undersöka huruvida det uppfattade varumärkesvärdet skiljer sig åt för en logotyp som genomgått en liten förändring jämfört med en logotyp som genomgått en stor. Det vore då även aktuellt att utreda vad som är viktigt vid sådana förändringar. Syfte: Att besvara frågeställningen och genom detta generera ett kunskapsbidrag till redan existerande forskning kring varumärkesvärde, logotyper och logotypförändringar. Metod: Studien har genomförts genom kvantitativ metod. Enkätinsamlingen för studien genererade totalt 305 svar. Det vetenskapliga förhållningssättet för studien är positivistiskt och den har en deduktiv forskningsansats. Bearbetningen och analysen av insamlad data har gjorts med hjälp av programmen Excel och SPSS. Slutsats: Varumärkesvärdet utifrån en logotyp uppfattas som mer positivt hos de respondenter som exponerats för en stor förändring jämfört med en liten. Hur pass engagerade konsumenterna är i varumärket är avgörande för hur väl förändringen tas emot. Även färgvalet är viktigt. Slutligen kräver en logotypförändring mycket reklam och marknadsföring för att den ska ha ett positivt resultat, oavsett engagemang och tidigare uppfattning av varumärkesvärdet. / Background: As a business’ logotype is connected to its brand equity, a change of thelogotype may affect the perceived brand equity. Therefore it is interesting to study whether the perceived brand equity differs for a logotype that has gone through a small change compared to a logotype that has gone through a large change. It is also interesting to evaluate which elements that are important when doing these types of changes. Purpose: To answer the research question and through this generate a contribution of knowledge to already existing research concerning brand equity, logotypes and logotype changes. Method: The study has been made using quantitative research method. In total, 305 answers were collected. The scientific approach is positivistic and it has a deductive research approach. To process the data, the programs Excel and SPSS have been used. Conclusions: Brand equity affected by a logotype is perceived as more positive by the respondents that have been exposed to a large change compared to a small. The respondents’ engagement to the brand is crucial for how well the change is being received. The choice of colour is also important. Finally, a logo change requires a lot of advertising and marketing activities to have a positive effect, regardless of level of engagement and earlier perception of the brand equity.

Föreliggande undersökning genomförs i samarbete med uppdragsgivaren och HR-företaget Dala HR Partner. Syftet med undersökningen är att ta reda på hur logotyp och grafisk profil bör se ut för att på bästa sätt förmedla företagets mål och värderingar, seriös, kompetent, effektiv och trygg. En visuell innehållsanalys utfördes med syftet att få en bättre förståelse för hur andra HR-företag profilerar sig. Semi-strukturerade intervjuer utfördes med Dala HR Partners målgrupp samt en kompletterande enkätundersökning med personer med erfarenhet inom grafisk design för att få åsikter både från lekmän och yrkeserfarna. De olika materialinsamlingsmetoderna gav oss bra underlag till framtagningen av logotyp och grafisk profil som på bästa sätt skulle förmedla Dala HR Partners mål och värderingar, samt uppfylla de komponenter som utgör en fullständig grafisk identitet. Från undersökningen har det framgått att det är viktigt med en tanke bakom det visuella materialet för att egenskaperna ska förmedlas på bästa sätt. Valet av exempelvis färg och form har betydelse i hur företagets värderingar kommuniceras. Resultat av den slutgiltiga logotypen och grafiska profilen visar att de i stor utsträckning förmedlar Dala HR Partners värderingar och mål, seriös, kompetent, effektiv och trygg, vilket var målet med den här undersökningen och vårt examensarbete. / This survey is conducted in collaborati on with the client and HR company Dala HR Partner. The purpose of the survey is to find out how the logo and graphic profile should be designed to best convey the company's goals and values, serious, competent, efficient and safe. A visual content analysis was performed with the aim to get a better understanding of how other HR companies graphic profiles look like. Semistructured interviews were conducted with Dala HR Partners target audience and a complementary survey of people with experience in graphic design to get opinions both from laymen and experienced professionals. The different data collection methods gave us good basis for the development of the logo and graphic identity that would best convey Dala HR Partners goals and values, and comply with the components that make up a complete graphic identity. From the survey, it has emerged that it is important with an idea to the visual material for the properties to be conveyed in the best way. The choice of, for example, color and shape are important in how the company values are communicated. Results of the final logo and graphic profile shows that they largely conveys Dala HR Partners values and goals, serious, competent, efficient and safe, which was the goal of this study and our thesis.

A presente dissertação aborda a interferência do uso da tecnologia da computação gráfica na criação e no gerenciamento de marcas corporativas. O estudo começa com uma discussão sobre a terminologia utilizada na área, seguido por um manifesto sobre a importância do Design e o relato histórico da evolução do computador. A análise termina com o estudo do caso da Caixa Econômica Federal, que teve a sua marca remodelada algumas vezes em quase 150 anos de existência, com diversas formas e níveis de influência do computador neste processo. O resultado é permeado de recomendações para se usar o computador como uma poderosa ferramenta e se atingir a melhor solução ao trabalho de Design. / This dissertation covers the influence of the computer graphics technology use in the corporate brand creation and development. The study begins by reasoning over the nomenclature in this specific field, followed by a design heightening manifest and the historical report on computer evolution. The analysis finishes with the Caixa Econômica Federal case, which brand was redesigned few times over almost 150 years of existence, in different ways and levels of computer influence in this process. The outcome is enriched by recommendations in how to use the computer as a powerful tool and how to achieve the best solution in the design work.

A pesquisa propõe uma investigação exploratória das identidades visuais flexíveis por meio de três etapas: definição de termos e classificações; investigação histórica; e estudo de casos e de processos. Na primeira fase, por meio da revisão bibliográfica, as identidades visuais são contextualizadas e conceitos, definições, termos e classificações empregados por designers e acadêmicos são apresentados; ao final, é sugerida uma proposta de terminologia e de classificação. A etapa seguinte consiste na investigação histórica das origens das marcas convencionais bem como na apresentação de indícios no design gráfico, na tecnologia e nas áreas afins que apontem para a flexibilidade nas identidades visuais. O estudo de casos exemplares ilustra o estado da arte nas identidades visuais flexíveis. Neles, são demonstradas sinteticamente questões como o grau de flexibilidade, classificação, tecnologia, método, relação entre constantes e variáveis, implementação e outros tópicos pertinentes. Por fim, são levantadas questões específicas de projeto e processo, que complementam os estudos de casos, por meio da revisão bibliográfica e de entrevistas com profissionais visando compreender as dinâmicas que envolvem a conceituação, criação e implementação de identidades visuais flexíveis. / This research proposes an exploratory investigation of flexible visual identities following three steps: definition of terms and classification; historical research; and case and process studies. Firstly, through literature review, visual identities are contextualized and concepts, definitions, terminology and classification used by designers and academics are presented; at the end, a proposal for terminology and classification is suggested. The next step consists of the historical research of the origins of conventional brands as well as the presentation of evidence in graphic design, technology, and related fields that indicate the flexibility of visual identities. The study of exemplary cases illustrates the state of the art in flexible visual identities. They synthetically demonstrate issues such as degree of flexibility, classification, technology, method, relationship between constants and variables, implementation, among other pertinent issues. Finally, specific issues of design and process are raised, which complement the case studies through literature review and interviews with professionals aiming to understand the dynamics that involve conceptualization, creation and implementation of flexible visual identities.

Sanke är ett nystartat företag som genom sin hemsida ska sälja produkter som producerats i norra och västra Afrika. Konkurrensen mellan olika företag skapar oändliga valmöjligheter för kunden vilket blir ett problem för de företag som vill nå ut i mediebruset. Därför var målet med examensarbetet är att ge Sanke ett enhetligt grafiskt utseende för att öka medvetenheten och igenkännandet av företaget och dess varumärke. Detta har genomförts genom att utforma en grafisk profil som återspeglar företagets kärnvärden. Genom en intervju med Sanke fastställdes företagets kärnvärden. Dessa användes sedan för att skapa nio olika förslag på grafiska profiler som målgruppen genom en webbenkät gett återkoppling på. Resultatet av målgruppens återkoppling blev Sankes grafiska profil. Den grafiska profilen omfattades av en logotyp, profilfärger och hustypsnitt samt riktlinjer för hanterande av elementen och deras samspel. Slutsatsen blev att det faktum att kärnvärden och färgkonnotationer kan ha olika betydelse för olika individer kan ha försvårat bedömningen av förslagen, men att målgruppen till en vis del visat en gemensam uppfattning. / Sanke is a new company which, through its website will sell products produced in northern and western Africa. Competition between companies createsendless choices for customers, which becomes a problem for the companies that want to reach their customers through the media noise. Therefore, the goal of this project was to provide Sanke a consistent graphical look to increase awareness and recognition of the company and its brand. This was done by designing a visual identity that reflects the company's core values. The company's core values wereestablished through an interview with Sanke. The core values were then used to create nine different proposals for visual identities that the target group through a web survey provided feedback on. The result of the target group’s feedback became Sanke’s visual identity. The visual identity contained a logotype, colours and typefaces as well as guidelines for handling the elements and their interactions. It was concluded that the fact that the core values and colour connotations may have different meanings for different individuals may have complicated the assessment of the proposals. But the target group had in a sense, a common understanding.