Redesign of the National Museum’s Visual Identity with a Focus on Digital Media

This thesis focuses on the comprehensive design of a new visual identity for the National Museum, with particular emphasis on its application in the digital environment. The work analyzes the current state of the museum’s visual communication, identifies key issues, and explores the potential to engage a younger generation of visitors through qualitative research involving seven in-depth interviews with representatives of Generation Z and the institution’s management. The theoretical section presents the principles of graphic design, specifics of design for younger audiences, and current trends in online marketing. Based on an analysis of eleven cultural institutions from both domestic and international contexts and case studies of successful redesigns, the main objective of the thesis is fulfilled by creating a proposal for a new visual identity for the National Museum, covering the logo, color palette, typography, and other key elements. The thesis also includes a concrete proposal for the new design of the website, mobile application, and social media strategy. The proposed solution significantly improves the consistency of visual communication thanks to a modular system that allows adaptation for various contexts while maintaining a unified identity. User testing with five respondents demonstrated that the new visual identity is perceived by the younger generation as more attractive and comprehensible than the existing solution, with respondents particularly appreciating clearer navigation and the new modern design. The new visual identity primarily helps the institution strengthen its unified visual language, increase its attractiveness to visitors, and improve orientation across the museum’s various sites. The practical benefit of the thesis is the creation of a comprehensive proposal that can serve as a basis for the actual implementation of a modernized visual identity for the National Museum, as well as a methodological framework for the redesign of other cultural institutions facing similar challenges in the digital age.