The Use of Calligraphy in the Visual Identity of a Modern Brand

This bachelor’s thesis explores the visual potential of calligraphy in shaping contemporary brand identities. Its aim is to examine the role of calligraphy in modern brand identity design and, based on the findings, develop a specific visual concept that effectively conveys the brand’s character and values. The theoretical part defines visual identity, outlines the history of calligraphy and discusses its current applications in branding. Furthermore, it analyses the aesthetic, marketing and psychological impact of calligraphic lettering on consumers’ perception of brands. The practical part combines qualitative and quantitative research methods – including online surveys and in-depth interviews – to deepen the understanding of calligraphy’s influence on consumers, which then serves as the foundation for designing the visual identity of the fictional brand Jílka. The results indicate that consumers primarily perceive calligraphy positively. It evokes strong emotions, enhances authenticity and serves as a powerful tool for building relationships with customers. Additionally, testing of the designed identity confirmed that calligraphic elements are perceived as original, visually appealing and relatively memorable to consumers. The thesis concludes with recommendations for further research, including a deeper exploration of calligraphy’s suitability for various industries and its potential applications in other forms of visual communication.