Brand Identity Redesign of a Contemporary Art Gallery: Case Galerie Postoj

This thesis examines the brand identity redesign of galerie POSTOJ, an independent contemporary art gallery located in the Prague metro at Náměstí Republiky. The gallery operates in public space with free entry and a mission of making contemporary art accessible to broad, non-expert audiences. Its original identity emerged organically and lacked the consistency necessary to support the gallery’s growing ambitions. The thesis analyses the need for redesign, develops a strategic and visual identity framework, and evaluates how the new identity supports the gallery’s positioning and communication. The methodology combines qualitative case study, content analysis of identity materials, and thematic analysis of semi-structured expert interviews. The findings show that the redesign strengthened the gallery’s legibility and credibility while preserving its public-facing, democratic character. The metro location is identified as the gallery’s core strategic asset rather than a limitation.