Design nové vizuální identity pro zubní ordinaci 2DENT

This bachelor's thesis deals with the redesign of the visual identity of the 2DENT dental clinic. The goal of the thesis is to analyze the existing visual communication of the 2DENT clinic and propose a new design that aligns with the brand values and the needs of the target audience. The theoretical part defines the concepts of visual identity and branding, describes the specifics of communication in healthcare, and outlines the principles of brand redesign. The analytical part introduces the 2DENT clinic, its values, and target groups, evaluates the existing visual identity, and compares it with selected competitors. Based on the findings from the analysis, the practical part develops a brief and designs a new visual identity, including the logotype, color system, typography, graphic elements, brand manual and examples of its application in both online and printed materials, as well as in the clinic's physical space. The design is qualitatively tested on respondents corresponding to the target audience. The results show that the new visual identity is perceived as professional, friendly, and family-oriented, and it better reflects the actual patient experience with the clinic.