Tvorba vizuálního brand manuálu pro turistický jurtový resort

The subject of this bachelor’s thesis is the design of a visual identity for a client who is the future owner of a yurt glamping resort. The aim of this thesis is to design an engaging visual identity that aligns with the target audience’s preferences while effectively communicating the resort’s values and services to that audience. The theoretical part of the thesis presents the basic principles of branding and provides fundamental definitions of a brand and its components. It then discusses visual identity and its individual elements. The conclusion of the theoretical part describes the phenomenon of luxury camping, also known as glamping, which is subsequently placed in the context of luxury camping in yurts. In the practical section, the resort’s visual identity is created based on the client’s brief. Using a questionnaire survey by Lucie Vlachová (2024), the target group, its attributes, and preferences regarding glamping are identified. Based on the preferences of the target group and the client, the brand’s core characteristics and values are defined, which are subsequently reflected in the visual identity design. The final visual identity design is then compiled into a simplified version of the brand manual known as a brand board. The design is then tested through semi-structured interviews with seven relevant respondents. The testing demonstrated that the visual identity effectively communicates its values and the services offered to the target group. At the same time, however, comments emerged regarding certain elements of the visual identity, specifically the logo and some typographic elements, which should be further tested and, if necessary, modified in the future.