Redesign vizuální identity značky Rentero na základě vnímání cílové skupiny

This bachelor thesis deals with the redesign of Rentero's visual identity with an emphasis on understanding the perception of the target group. The aim of the thesis is to create a new visual and communication system for the brand that will reflect the company's values, increase its credibility in the real estate sector and unify communication across subsidiaries. The theoretical part defines the concepts of brand identity, corporate visual identity, user-centered design, and the specifics of branding in the field of real estate management. The practical part uses qualitative research in the form of in-depth interviews with internal employees and external respondents, the results of which identify key shortcomings in the current identity and determine the main directions for redesign. Based on the insights gained, a new visual identity for Rentero is proposed, including a logo, color palette, typography, graphic elements, layout system, and photographic style. The resulting identity strengthens the brand's clarity, supports its professional and premium perception, and creates a consistent foundation for the long-term development of the company's communication.