Tvorba brandu pro divadlo na ledě včetně vizuální identity brandu

This bachelor thesis deals with the creation of a brand for theatre on ice. It is divided into a theoretical and a practical part. The theoretical part focuses on defining the concept of a brand and its individual components, presents tools suitable for brand creation, describes the elements of visual and verbal identity, and introduces the qualitative method of in-depth interviews. The practical part focuses on defining the target group and presenting the concept of theatre on ice. All brand components defined in this part are based on in-depth interviews with the target group, analysis of the competition, and the author's own perception of the brand, which is based on Pastier's brand creation methodology. The definition of the target group is followed by an analysis of the competition and in-depth interviews, which yielded important findings for the further course of the work. The brand was then assigned an archetype with regard to the archetypes of the competition. Subsequently, a SWOT analysis was performed, which was further developed into an IE matrix in order to determine the key factors influencing the brand. Based on the analysis of the competition, two rounds of in-depth interviews and the founder's perception of the brand, one name, one slogan and one moodboard were selected from three names, seven slogans and three mood boards. Using the selected mood board, the first versions of the logotypes were created, which were consulted with graphic designers Anna Hábová and Magdalena Hemerková and subsequently modified. Two final variants were tested on the target group and one of them was selected, which became the basis for the entire visual identity. The result of the work is the theatre on ice brand that has its own name, slogan and main brand elements, such as mission, vision, goal, image, tone of voice, positioning, archetype, as well as verbal and visual identity. The conclusion of the work summarises the key findings and formulates recommendations for further brand development.