Gulbenes pašvaldības vizuālās identitātes novērtējums un pilnveidošanas iespējas
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Date
2020
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Rīgas Stradiņa universitāte
Rīga Stradiņš University
Rīga Stradiņš University
Abstract
Bakalaura darba „Gulbenes pašvaldības vizuālās identitātes novērtējums un pilnveidošanas iespējas“ autors darbā skaidro zīmola veidošanas būtību, vizuālās identitātes veidošanas principus un ietekmējošos faktorus, kā arī pašvaldību un pilsētu vizuālās identitātes veidošanas specifiku. Darbā tiek novērtēta Gulbenes pašvaldības vizuālā identitāte un tiek sniegti priekšlikumi šīs vizuālās identitātes uzlabošanai. Darba mērķis ir novērtēt Gulbenes novada vizuālo identitāti un izstrādāt priekšlikums tās uzlabošanai.
Vizuālā identitāte ir viens no elementu kopumiem, kas kopā veido zīmolu. Zīmols ir simbols, nosaukums, grafiskā zīme vai to kopums, kas atšķir vienu produktu no cita. Zīmolu ir kļuvis tik daudz, ka paliek ar vien grūtāk noteikt, kas ir zīmols vai kas ir tikai kāds elements no tā. Vizuālās identitātes uzdevums ir atspoguļot zīmola būtību vienkāršā un saprotamā veidā. Latvijā ikviens vēlas lepoties ar savu pilsētu, tāpēc ir svarīgi, lai pilsētām būtu kvalitatīvs zīmols un laba vizuālā identitāte.
Apzinoties pašvaldības vizuālās identitātes veidošanas aktualitāti un nepieciešamību, darba autors veica pētījumu par Gulbenes pašvaldības vizuālo identitāti. Lai noskaidrotu pašreizējo situāciju ar Gulbenes vizuālo identitāti darba autors veica gadījuma analīzi, kur pēc teorijā apkopotās informācijas, izveidoja vizuālās identitātes veidošanas plānu un, balstoties uz šo izveidoto plānu, novērtēja Gulbenes pašvaldības pašreizējo vizuālo identitāti. Darba autors secināja, ka šajā vizuālajā identitātē ir nepilnības un ir nepieciešami uzlabojumi. Pēc novērtējuma darba autors izmantoja kvalitatīvo pētījumu metodi un veica ekspertu intervijas, kur ieguva nozares speciālistu viedokli par to, kas ir svarīgs veicot vizuālās identitātes veidošanu un kādi ir svarīgākie aspekti veidojot vizuālo identitāti pašvaldībai vai pilsētai. Pēc interviju veikšanas darba autors secināja, ka komunikācija ir neaizstājams elements vizuālās identitātes veidošanā. Pēc interviju apkopošanas un analīzes, darba autors izveidoja ieteikumus, kas jāņem vērā Gulbenes novadam, lai izveidotu labāku un atbilstošāku vizuālo identitāti. Galvenie ieteikumi no autora ir iedzīvotāju aptaujas veikšana, pilsētas zīmola un vizuālās identitātes pozicionējuma izveidošana, konkurentu analīzes veikšana un fokusēšanās uz vienu jomu, ko prezentēt kā pilsētas būtību, kā arī vairāku vizuālās identitātes elementu izveidošana, iekļaujot vairāk simbolus, veidojot vienotu identitāti arī novada pašvaldībām un izveidojot vairākus simbolu veidus, ko izmantot dažādām mērķauditorijām.
The author of the Bachelor's thesis “Assessment of the visual identity of the Gulbene Municipality and Development Opportunities” explains in his work the nature of the brand formation, the principles of visual identity building, and the influencing factors, as well as the specifics of building the visual identity. The work assesses the visual identity of the municipality of Gulbene and makes proposals to improve this visual identity. The work aim is to assess the visual identity of the Gulbene municipality and to develop a proposal to improve it. Visual identity is one of the sets of elements that together form a brand. A brand is a symbol, name, graphic mark, or set of symbols that distinguish one product from another. The task of the visual identity is to reflect the nature of the brand in a simple and comprehensible way. In Latvia, everyone wants to be proud of their city, so cities need to have a quality brand and a good visual identity. In aware of the importance and necessity of creating the visual identity for municipalities and cities, the author of the work carried out a study on the visual identity of the municipality of Gulbene. To clarify the current situation with the visual identity of Gulbene, the author of the work carried out a case-by-case analysis, where, according to the information gathered in the theory, a visual identity-building plan is established and the current visual identity of the municipality of Gulbene is assessed based on this established plan. The author concluded that there are gaps in visual identity and that improvements are needed. Following the assessment, the author of the work used the qualitative study method and conduced expert interviews that acquire the views of industry experts on what is important when creating the visual identity and what are the most important aspects of creating the visual identity for the municipality or the city. After conducting interviews, the author concluded that communication is an important element in creating a visual identity. After collecting and analyzing interviews, the author of the work set out recommendations to be taken into account by Gulbene county to create a better and more relevant visual identity. The main suggestions from the author are: conducting a local survey, creating a city brand and visual identity positioning, conducting a competitor analysis and focusing on one area, presented as the nature of the city, and creating several visual identity elements to include more symbols, creating a single identity for municipal authorities and creating some types of symbols to use for different types of symbols for audiences.
The author of the Bachelor's thesis “Assessment of the visual identity of the Gulbene Municipality and Development Opportunities” explains in his work the nature of the brand formation, the principles of visual identity building, and the influencing factors, as well as the specifics of building the visual identity. The work assesses the visual identity of the municipality of Gulbene and makes proposals to improve this visual identity. The work aim is to assess the visual identity of the Gulbene municipality and to develop a proposal to improve it. Visual identity is one of the sets of elements that together form a brand. A brand is a symbol, name, graphic mark, or set of symbols that distinguish one product from another. The task of the visual identity is to reflect the nature of the brand in a simple and comprehensible way. In Latvia, everyone wants to be proud of their city, so cities need to have a quality brand and a good visual identity. In aware of the importance and necessity of creating the visual identity for municipalities and cities, the author of the work carried out a study on the visual identity of the municipality of Gulbene. To clarify the current situation with the visual identity of Gulbene, the author of the work carried out a case-by-case analysis, where, according to the information gathered in the theory, a visual identity-building plan is established and the current visual identity of the municipality of Gulbene is assessed based on this established plan. The author concluded that there are gaps in visual identity and that improvements are needed. Following the assessment, the author of the work used the qualitative study method and conduced expert interviews that acquire the views of industry experts on what is important when creating the visual identity and what are the most important aspects of creating the visual identity for the municipality or the city. After conducting interviews, the author concluded that communication is an important element in creating a visual identity. After collecting and analyzing interviews, the author of the work set out recommendations to be taken into account by Gulbene county to create a better and more relevant visual identity. The main suggestions from the author are: conducting a local survey, creating a city brand and visual identity positioning, conducting a competitor analysis and focusing on one area, presented as the nature of the city, and creating several visual identity elements to include more symbols, creating a single identity for municipal authorities and creating some types of symbols to use for different types of symbols for audiences.
Description
Starptautiskais mārketings un reklāma
International Marketing and Advertising
Vadība, administrēšana un nekustamo īpašumu pārvaldība
Management, Administration and Real Estate Management
International Marketing and Advertising
Vadība, administrēšana un nekustamo īpašumu pārvaldība
Management, Administration and Real Estate Management
Keywords
Zīmols, Vietu zīmolvedība, vizuālā identitāte, pašvaldību zīmols, Branding, Place branding, Visual identity, City branding