Design of the brand manual of the visual identity of the digital agency AMI Digital s. r. o

The aim of this bachelor thesis is to design a new visual identity for AMI Digital and to create a brand manual, capturing the rules of using its individual elements. The theoretical part of the thesis introduces AMI Digital company, its history, services provided, clients and important projects in which the company has participated. It further examines the target groups that are relevant to the agency in the context of visual communication. Finally, it discusses important aspects of brand identity in the form of logo, colour palette and typography. The practical part depicts the process of creating a visual identity. It begins by setting the brief and subsequent debrief. After that, it focuses on the analytical part, where it studies the existing visual identity of the agency, the visual communication of the competitors and the needs of the target groups defined on the basis of artificially modelled personas. Further, the paper captures the process of designing each element of the visual identity according to the insights gained during the analytical part. It includes defining a brand story, developing a moodboard, selecting an appropriate colour palette, creating logo designs, identifying individual graphic elements, and then applying these visual identity components to templates. The final part is the presentation of the design, its modification according to the client's suggestions and the development of the graphic brand manual.