How to create an effective identity for a cultural institution – an analysis based on existing identifications

Abstract

This thesis is an analysis of how to create an effective identity for a cultural institution, and is based on existing examples of iconic identifications. I divided my thesis into three chapters. The first analyses the history of visual identifications, starting with AEG identity designed by Peter Behrens – as the example of the first such detailed attitude towards the visual communication of the company – and moving on to the corporate identity in usa since 1950s with particular focus on the works of Paul Rand. In the second chapter, I analyze six different examples of iconic visual identifications of the cultural institutions within three categories: visual communication connected with the city of the institution, examples of the brilliant rebrandings and dynamic identities. The third chapter describes three main elements of identification – logo, typography and the colour palette – and how to create them. Finally, I analyse how the information I gathered while writing this dissertation influenced my choices for the practical part of my diploma.