20.500.12556/DKUM-62280 Razlogi preoblikovanja logotipov - analiza sprememb logotipov podjetij REASONS FOR LOGO REDESIGN - ANALYSIS OF CHANGES IN CORPORATE LOGOS Logotip je grafični element, ki na vizualni način predstavlja podjetje. Služi predvsem za lažjo prepoznavnost podjetja ali produkta, zato je pomembno, da je dobro oblikovan, kar pripomore k njegovi prepoznavnosti in zapomnljivosti. V diplomski nalogi smo v teoretičnem delu predstavili osnovne pojme grafičnega oblikovanja – znak, simbol, logotip in blagovno znamko. Osredotočili smo se predvsem na lastnosti uspešno oblikovanega logotipa in na razloge, zakaj se podjetja odločajo za spremembe svojih logotipov. V praktičnem delu smo analizirali spremembe petih logotipov najbolj vrednih blagovnih znamk na svetu, s poudarkom na grafičnih spremembah. Sledila je primerjava razlogov petih sprememb izbranih logotipov, analizirali pa smo tudi izgled današnjih logotipov izbranih podjetij. Pri pisanju diplomske naloge smo v teoretičnem delu uporabljali deskriptivno metodo, pri praktičnem delu pa metodo analize in primerjave. Ugotovili smo, da se velike spremembe logotipov v izbranih podjetjih zgodijo redko, pri več zaporednih spremembah pa so minimalne. Prav tako smo ugotovili, da so najpogostejši razlogi za spremembe logotipov vizualni (posodobitev ali modernizacija logotipa) in tehnološki (lažje prikazovanje logotipa na različnih kanalih). The logotype is a graphic element that represents the company in a visual way. It serves mainly to facilitate the recognition of the company or the product; therefore, it is important that it is properly designed, which contributes to its recognition and remembrance. In the theoretical part of this thesis, we presented the basic concepts of graphic design - a symbol, logotype, and brand. The focus was mainly on the features of a successfully shaped logotype and the reasons why companies decide to change their logotypes. In the practical part, we analyzed the changes concerning five logotypes of the most valuable brands in the world, with an emphasis on graphic changes. Further, a comparison between five causes of changes regarding selected logotypes followed; we also analyzed the appearance of current logotypes concerning selected companies. For the purpose of writing the theoretical part of this thesis we used the descriptive method, and in the practical part, we used the method of analysis and comparison. We discovered that great changes of logotypes in selected companies rarely occur; with several successive modifications, they are minimal. Moreover, the most common reasons for changes of logotypes are visual (update or modernization of the logotype) and technological (easier demonstration of the logotype on different channels). logotip simbol blagovna znamka logotype symbol brand true true false N. Erjavec Slovenski jezik Angleški jezik Diplomsko delo/naloga 2016-08-24 22:55:11 2016-09-06 12:58:00 2022-06-29 03:07:33 2019-07-11 12:50:06 2016 0 [Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 659.126(043.2) 19843862 URN:SI:UM:DK:SZSISGHQ UN_Erjavec_Nusa_2016.pdf UN_Erjavec_Nusa_2016.pdf 1 7769F89BCFD0690EC83DFF08626FFFF6 ebcbf201d93241ab9fa49116ff85f23f9064b0ffd1d1107b9704b690a60cdcd8 20ed3d10-7c0d-11eb-bb7a-00155d0001ca https://dk.um.si/Dokument.php?lang=slv&id=100123 Fakulteta za elektrotehniko, računalništvo in informatiko 0 0 0