Jednotný vizuální styl na příkladu města Bystřice

This diploma thesis examines the issue of visual identity in the context of city and municipality communication. The aim is to identify key factors for successful implementation of a unified visual style based on summarizing and analyzing information in the field of visual identity. The first part presents theoretical basics of branding and visual identity both in general and in the urban environment. The case study of the town of Bystřice then provides a detailed insight into the process of creating and implementing a new visual style in practice, analyzes its impacts, and identifies key factors of success and failure. Examining approaches to visual identity in other towns of similar size puts the findings into a broader context. Based on the synthesis of knowledge, general recommendations are formulated for cities considering the introduction or redesign of visual identity. The thesis demonstrates the crucial importance of visual identity as a strategic tool for city communication and branding and brings valuable insights applicable in the practice of city marketing.