A Recreational Company’s Visual Identity and Its Creation

Abstract

New recreational companies are founded every year. Recreation companies founded in Latvia are small, so great attention must be paid to creating a company’s identity. The viability of a company depends on whether the consumer will notice it and whether there will be interest in the recreational service offered by the company. Advertising is very important in today’s world, which is shaped by technology and social networks. Advertising should be short and targeted in order to attract and keep the attention of the target audience. Therefore, the following research goal was set – to study the creation of a leisure company’s visual identity (logo) and the impact of the logo on the consumer. During the research, company logos were examined, as well as document content analysis. An analysis of good practices in successful recreation companies was also conducted. During the study, recommendations from several companies and other researchers for creating a successful logo were analyzed. The study identified the elements of visual identity and also explored the significance of the company’s logotype and shape.