Amann, DeniseHinze, MartinÖzkan BakBerlin International University of Applied Sciences2023-07-192025-11-282025-11-282022https://repository.berlin-international.de/handle/123456789/822AUTHOR-SUPPLIED ABSTRACT: Abstract: This work explored the fast food signboards in terms of their visual identity and their impact on Berlin university students. The research question aimed to investigate the visual identity in fast food restaurant signboards and its impact on university students in Berlin, specifically focusing on the elements of layout, color, logo, and typefaces. A questionnaire was distributed to 50 university students in Berlin to gather their opinions. The questionnaire results indicated that the logo and colors were the most important elements for the students, followed by typography and layout. The findings guided the design project for the fast food shop's signboard, emphasizing the importance of a clear and visible logo, coherent typography, and a consistent color scheme. The study concluded that while all visual identity elements were significant to Berlin university students, their impact varied among them. Keywords: fast food, visual identity, signboards, university students, Berlin, logo, color, typography, layout, questionnaire, design projectMACHINE-GENERATED CONTENTS NOTE: Table of Contents Abstract (Page 3) Chapter 1 - Introduction (Page 4) 1.1. Introducing the fast food market in Germany (Page 4) 1.2. Research Aim and Research Question (Page 6) 1.3. Structure of this dissertation (Page 6) Chapter 2 - Literature Review (Page 7) 2.1. Introduction (Page 7) 2.2. Definition and development of Visual Identity (Page 7) 2.2.1. The Layout (Page 7) 2.2.2. The Logo (Page 7) 2.2.3. The Colour (Page 8) 2.2.4. The Typography (Page 9) 2.3. Visual Identity in fast food signboards (Page 10) Chapter 3 - Research Method (Page 11) 3.1. Research Methods (Page 11) 3.2. Questionnaire design (Page 11) 3.3. Data Collection (Page 11) Chapter 4 - Findings (Page 13) 4.1. Age of respondents (Page 13) 4.2. Gender of respondents (Page 13) 4.3. Years at University (Page 14) 4.4. Frequency of fast food purchased (Page 15) 4.5. Employment of students (Page 15) 4.6. Importance of Visual Identity elements on fast food signboards (Page 16) 4.7. Importance of Location of fast food signboards (Page 17) 4.8. Importance of Colour in fast food signboards (Page 18) 4.9. Importance of Logo on fast food signboards (Page 18) 4.10. Importance of Typography on fast food signboards (Page 20) Chapter 5 - Design Project 5.1. Introduction 5.2. Starting and developing the Design Project Chapter 6 - Conclusion (Page 21) References (Page 21) List of Figures (Page 31) Annex Annex 1 - Questionnaire (Page 32)engBerlinColorDesign ProjectLogoQuestionnaireSignboardsTypographyUniversity StudentsVisual IdentityFast FoodThesis