Bachelor's Thesis

Proposal for a new visual brand identity

Final Thesis 4.27 MB

Author of thesis: Natálie Magrinová

Acad. year: 2025/2026

Supervisor: doc. Ing. Robert Zich, Ph.D.

Reviewer: Ing. Jana Andrýsková

Abstract:

This bachelor's thesis deals with the influence of visual identity on brand perception and
customer behaviour in the field of fashion and streetwear jewelry brands, with a focus on
the brand WHAT'S NEXT. The aim of the thesis is to identify visual elements that
influence brand perception, emotional connection with the customer and purchase
intention, and then apply this knowledge to the design of a new visual brand identity. The
thesis contains a theoretical part focused on branding, visual identity and customer
perception and behaviour, an analytical part including an analysis of competing brands
and qualitative research in the form of a focus group, and a proposal part presenting two
new concepts of the visual identity of the brand WHAT'S NEXT. including
recommendations for implementation and impact evaluation.

Keywords:

brand, branding, visual identity, brand identity, customer perception, customer behaviour,
visual communication, visual elements, analysis, rebranding

Date of defence

18.06.2026

Result of the defence

Defended (thesis was successfully defended)

znamkaAznamka

Grading

A

Process of defence

In her presentation, the student informed the committee about the objectives, solutions and results she reached in her thesis. The committee then read the opinions and evaluation of the thesis supervisor and the opponent. The student answered the questions from the supervisor's assessment in full. Questions from committee members: 1. Ing. Ulč: What is the result of your business plan? - answered On the basis of the presentation and the answers to the questions asked in the discussion, the committee decided that the student defended the thesis.

Language of thesis

English

Faculty

Fakulta podnikatelská

Department

Institute of Management

Study programme

Entrepreneurship and Small Business Development (BAK-ESBD)

Composition of Committee

doc. Ing. Robert Zich, Ph.D. (předseda)
doc. Ing. Pavla Marciánová, Ph.D. (místopředseda)
Ing. David Havíř, Ph.D. (člen)
Ing. Jakub Ulč (člen)
Ing. David Schüller, Ph.D. (člen)

Supervisor’s report
doc. Ing. Robert Zich, Ph.D.

The bachelor’s thesis by Natálie Magrinová presents a meaningful and practically oriented topic in the field of visual brand identity. The student demonstrated the ability to connect theoretical knowledge with the analysis of a specific brand and to transform the findings into a design proposal. The strengths of the thesis include its practical orientation, the visual character of the proposals and the logical connection between the analytical and proposal parts. A weaker aspect of the thesis is the somewhat simpler methodological precision in some analytical steps, especially in the evaluation of competing brands and visual elements, which could have been supported by more uniform and clearly defined criteria. This, however, does not significantly reduce the quality of the thesis, as the main analytical findings are clearly reflected in the proposal part.

How would you practically verify that the new visual identity really increases brand credibility and customer purchase intention?
Evaluation criteria Verbal classification Grade
Splnění stanovených cílů The main objective of the bachelor’s thesis was to explore how visual aspects of brand identity influence customer perception and behaviour and to apply this knowledge to the creation of a more effective visual identity for a small jewellery brand with a street-style focus. This objective was fulfilled. The student addressed the topic through a theoretical framework, an analytical evaluation of the selected brand WHAT’S NEXT. and its competitors, and a proposal part presenting two concepts of a new visual identity. The thesis corresponds to the assignment and its individual parts are logically connected. B
Zvolený postup řešení, adekvátnost použitých metod The chosen approach is appropriate for the topic of the bachelor’s thesis. The student uses a literature review, competitor analysis, analysis of visual elements, a positioning map, Kapferer’s Brand Identity Prism, gap analysis and qualitative research in the form of a focus group. These methods are suitable for the topic and make it possible to connect theoretical knowledge with a practical design proposal. I especially appreciate the use of the focus group, as it enables the student to capture not only rational evaluations of visual elements, but also spontaneous reactions, emotional associations, aesthetic preferences and the respondents’ relationship to the brand. These qualitative insights are important for designing a visual brand identity. A weaker aspect of the methodological approach is that some evaluations of competing brands and visual elements could have been based on more clearly defined criteria. Overall, however, the methodology is appropriate and corresponds to the character of a bachelor’s thesis. A
Schopnost interpretovat dosažené výsledky a vyvozovat z nich závěry The student is able to identify the main problems of the current visual identity of the WHAT’S NEXT. brand, especially its inconsistency, lower recognizability, weaker professional appearance and limited emotional impact on the target group. These conclusions are subsequently used in the proposal part. I positively evaluate the student’s effort to transform the findings from the analytical part into specific design implications, for example in the areas of logo, colour palette, typography, photography style and social media content. There is still some room for deeper interpretation of the relationship between visual identity and business outcomes. The thesis assumes that improving visual identity will lead to higher attractiveness and purchase intention, which is logical, but this connection could have been discussed more critically and linked more strongly to concrete post-implementation measurement. B
Praktická využitelnost výsledků The practical applicability of the thesis is good. The proposal part includes two different visual directions that can serve as a real basis for further decision-making by the WHAT’S NEXT. brand. The student does not limit the proposal to general recommendations but designs specific elements of visual identity and applies them to Instagram and the website interface. I also appreciate the inclusion of an implementation framework and proposed indicators for evaluating the impact of the new identity. The proposal part could have been stronger in the area of selecting the final preferred variant and justifying which of the two concepts is strategically more suitable for the further development of the brand. Both concepts are described, but their comparison, final recommendation, and implementation plan could have been more developed. B
Uspořádání práce, formální náležitosti, použitá terminologie a odborná jazyková úroveň
Práce s informačními zdroji, včetně citací The thesis has a clear structure and follows the standard division into theoretical, analytical and proposal parts. The text is understandable and logically organized. The student uses relevant terminology from the fields of branding, visual identity and customer behaviour. Visual elements, tables and design examples appropriately support the character of the thesis. There are some minor language and stylistic weaknesses, especially repeated formulations, a somewhat simpler academic style in some parts and occasional inaccuracies in terminology or methodological description. However, these issues do not significantly reduce the overall clarity of the thesis. B

Grade proposed by supervisor: B

Reviewer’s report
Ing. Jana Andrýsková

This bachelor’s thesis focuses on designing a new visual identity for the brand WHAT’S NEXT., a small streetwear-oriented jewelry brand.

The thesis addresses a clearly defined problem: according to the author, the current visual identity of the WHAT’S NEXT. brand lacks consistency, recognizability, and a clear visual direction, which can negatively impact brand perception, credibility, emotional connection with the customer, and purchase intent. This problem is clearly articulated in the thesis and corresponds to the nature of a small brand operating in an online environment, where visual presentation plays a significant role.

The thesis’s strengths include relatively good thematic focus, the inclusion of primary qualitative research in the form of a focus group, an analysis of selected competing brands, and a practically oriented design section containing two visual concepts. In this regard, the thesis is more concrete than a purely general brand development proposal, as it aims for specific visual outputs for Instagram and the website interface.

A weakness of the thesis is its limited methodological depth and a lack of critical analysis in the interpretation of results
Evaluation criteria Verbal classification Grade
Splnění stanovených cílů The main objective of this thesis was to examine how the visual aspects of brand identity influence customer perception and behavior, and subsequently to apply these findings to the design of a more effective visual identity for a small jewelry brand with a street-style focus. This objective is fulfilled in this thesis both in form and content.  B
Zvolený postup řešení, adekvátnost použitých metod The chosen approach is logical. The thesis progresses from a theoretical definition through market and brand analysis to the design of a new visual identity. The methodology includes literature review, competitive analysis, visual analysis, the Brand Identity Prism, a positioning map, gap analysis, focus groups, a design proposal, design application, and a framework for impact assessment. These methods are clearly summarized in the thesis in a methodology table, including their purpose, data sources, and expected output. I view it positively that, unlike a thesis based solely on desk research, this one also includes primary qualitative research A
Schopnost interpretovat dosažené výsledky a vyvozovat z nich závěry The author is able to interpret the findings and translate them into the design section. The analytical section identifies shortcomings in the current WHAT’S NEXT brand identity, particularly a lack of consistency, a less professional visual presentation, lower brand recognition, and an unclear visual direction. These findings are followed by proposals for a new positioning, brand personality, and two visual concepts. A positive aspect is the connection between the analysis results and the design section. The newly defined brand personality is built on characteristics such as bold, authentic, expressive, and artistic; in terms of values, it focuses on authenticity, community, cultural reach, individuality, and self-expression. This formulation corresponds to the brand’s streetwear-underground character and is consistent with the analytical focus of the work. However, the depth of the argumentation is weaker. Some conclusions are formulated quite directly, but it is not always clear how strongly they are supported by specific data from focus groups, competitors, or visual analysis. The thesis should more precisely demonstrate which specific findings led to specific design decisions. For example, why a particular color scheme, typography, photographic style, or web interface layout best suits the target audience and distinguishes the brand. B
Praktická využitelnost výsledků Practical applicability is a key strength of this project. The design section does not merely offer the general recommendation to “unify the visual identity,” but instead creates two specific visual concepts for the WHAT’S NEXT brand and applies them to Instagram and the website interface. This is highly practical for a small brand, as social media and the e-commerce environment are key touchpoints for this type of brand. The thesis also includes a proposal for measuring the impact of the new identity. It tracks indicators such as brand recognition, perceived credibility, preference for the new identity, and purchase intention. It proposes measuring these through surveys, rating scales, customer feedback, A/B testing, polls, and tracking behavior on the e-shop. A
Struktura práce, použitá terminologie a odborná jazyková úroveň The thesis follows a standard structure appropriate for a bachelor’s thesis. The structure is clear and thematically logical. The terminology is appropriate for the topic: brand identity, visual identity, customer perception, customer behavior, positioning, gap analysis, focus group, brand recognition, purchase intention. The author uses relevant terms from the fields of brand management and visual communication. The language is generally clear, and the thesis is written in English. However, the text occasionally reads as simpler, more descriptive in style. Minor language errors, typographical flaws, and less academic phrasing appear. The thesis also contains formal shortcomings, such as a missing date on the declaration of originality. The visual aspect of the thesis is important given the topic, and the thesis contains a number of images and visual examples.  C
Práce s informačními zdroji The thesis draws on relevant academic sources in the fields of branding, visual identity, and consumer behavior. The assignment and the theoretical section cite authors such as Aaker, Kapferer, Kotler, and Keller, Solomon, Wheeler, and other sources focused on visual identity, color, typography, and consumer perception. This is consistent with the thesis topic. A positive aspect is that the thesis distinguishes between sources for the theoretical section, the analytical section, and the images. Citations are present, but in terms of academic accuracy and transparency, the use of sources could be more systematic. C

Grade proposed by reviewer: B

Responsibility: Mgr. et Mgr. Hana Odstrčilová