engleski

Redesign of existing products in a world of globalisation with holding on to national characteristics

Positioning the product or company on the market is achieved with visual identity. Adjustment to markets changes, technological novelties and other factors that affect on it, visual identity requires periodic redesign. With it, it is wanted to improve existing, with holding on to basic characteristics that affects on its recognizability. Last years it came to redesign of visual identity of many Croatian companies that passed in ownership of foreign companies. With that, on some redesigned it came to loss of national characteristics that were present in previous forms. This paper investigates how many redesigned visual identities stayed recognizable according to previous characteristics. Research is conducted with opinion poll among student population. The purpose of this study had been to establish how much of freedom will graphic designers have in redesigning visual identity i.e. how much will it be possible to hold on to national characteristics in transition of home companies in ownership of multinational corporations.

redesign; globalisation; visual identity; national characteristcs; recognizability

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