engleski

The Role of Visual Identity: Case Study of a National Airline Company

Visual Identity has a strong impact in building the image of a brand. The elements of visual identity, if well created, communicate with the audience in the way that enables emotional bonding. Visual identity of a national airline company is of great importance for its recognition in the market, but at the same time for promoting different values of a country it represents. It is defined as a system of recognizable and consistent visual presentations of a company based on which market recognition is achieved. It manifests itself through all means of marketing communication, inside and outside the company. Creating and designing clearly defined elements of a visual identity precedes shaping the overall identity of the company, its values and ambitions. For all these reasons it is clear that visual identity has an important role in creating an image of a company, encouraging users to create their own emotional images. The combination of visual elements provides a unique identity, and it is precisely this kind of differentiation which can provide great business opportunities. This paper deals with the topic of visual identity, recognition and market positioning of the Croatian national airline company Croatia Airlines. The visual identity of Croatia Airlines, in addition to presenting itself and attracting customers, also has an important role of creating the image of Croatian identity in visitors´ minds.

visual identity; brand image; design; communication; Croatia Airlines

nije evidentirano