Návrh vizuální identity neziskové organizace Centrum ALMA

This bachelor thesis deals with the design of a new visual identity for the non-profit organization Centrum Alma, z.ú., which operates mainly in the field of addiction treatment and support for foster families. The aim of the thesis is to create a comprehensive, functional, and empathetic visual style that will unify the organization's communication, reflect the values of a human approach and safety, and at the same time ensure a credible external representation. The theoretical part is devoted to the basics of branding and visual identity, while the conclusion focuses on the specifics of these areas in the non-profit sector. The practical part is based on an analysis of the current presentation, the needs of target groups, and a comparison with competitors. Based on these findings, a visual identity proposal was created, which includes a logo redesign, color system, typography, and additional graphic elements. This style is then applied to specific outputs. The methodology of the work combines primary and secondary qualitative research. The findings are based primarily on observation and in-depth interviews with the organization's management and employees. During the design phase itself, key information was drawn from regular consultations with the client. The result of the work is a comprehensive visual identity that has been positively received by the client. The new visual style has the potential to increase the attractiveness and accessibility of the organization and to improve communication with clients and the public overall.