Nová vizuální identita města Litoměřice

The topic of the bachelor thesis is the visual identity of cities and its elements in the field of urban marketing. The theoretical part of the thesis explains visual identity in general and then specifically introduces the visual identity of cities. It deals with city communication within marketing and describes the process of creating visual identity itself. The practical part is devoted to a specific example of the visual identity of the city of Litoměřice, which is examined from a professional perspective through an interview with the author of the new visual identity, as well as by investigating the opinions of the city's residents. The aim of the thesis is to map the process of creating a new visual identity, present the winning design, identify the reasons that led to the new visual identity, and evaluate it by the city's residents. The research methods used to achieve the objectives of the thesis are qualitative research in the form of personal interviews and quantitative research in the form of a questionnaire survey among residents. The research results should provide a comprehensive view of the new visual identity of the city of Litoměřice.