Streszczenie:
This dissertation covers the topics such a visual identity, brand and branding. Focus on a keyvisuals
and show how important are details such as colors, typography or shapes which have huge
influance on a consumers perception. Designing brand identity is not just an artistic process but
creating a well-thought strategy. All the elements need to work together and above all tell the
audience why they should choose this brand over thousands of others. All the elements need to be
coherent. Every element has its own meaning. Each color, every typography family. Some of them
evoke feeling of peace and reliability others represent minimalizm and contemporaneity. Perfectly
made visual identities, chosen colors, shapes, or typography, have an impact on our perception
more than we can imagine. To make well-though business strategy we need to concider all of this
factors and choose the one that works the best and tells what the brand truly stands for.
