Analýza tvorby a užití vizuálního stylu v kulturní neziskové organizaci, s přihlédnutím na vizuální styl Městských divadel pražských

Bachelor thesis in theoretical part deals with the definition of corporate identity and its subfolders. It also seeks to clarify the differences between the concepts of brand image and corporate identity that are often misunderstood and are confused with terms of similar meaning. Thesis the further evaluates the visual style as the process of using different rules, methods and procedures. These methods and techniques are helping to create a functional visual style that appeals to target audience. Summary of advices that improve competitiveness of companies is offered in the thesis. Practical part presents an example of redesign of the visual style of the Městská divadla pražská (Municipal Theatres of Prague), its implementation and feedback from visitors. Customer comments are then examined through marketing research in collaboration with the Municipal Theatres of Prague.