Research and redesign the brand identity and visual identity of the Viet Nam Circus Federation

Abstract

Circus is a synthetic art form with skillful shapes, movements, and performances by both humans and animals. Born and appearing in Vietnam quite early, circus art has so far existed, developed, and created a great influence on today's cultural life through many different periods with many changes. Facing the trend of development and innovation of art forms, the Vietnamese circus is becoming more and more diversified. Improved techniques and performance techniques, with the support of advanced technology, have brought the Vietnamese circus to integration. share in the flow of the world circus but always keep the typical culture of the nation. The language of the circus is the artistic images formed and developed from real life through folk games, traditional festivals, rituals, religious beliefs, and production and struggle activities. Survival, community cultural activities, etc. However, one of the places that is considered the cradle of Vietnamese circus, the Viet Nam Circus Federation, is today facing many difficulties and problems on its development and innovation path. One of the difficulties is that the current brand communication and brand identity of the Viet Nam Circus Federation are not effectively conveying the unique value of the organization and making a difference from other brands and other performing arts models on the market. This leads to a lack of recognition and hinders the growth and success of the federation. The goal of this capstone project is to research and redesign the brand identity and communication to better represent the unique qualities of the Viet Nam Circus Federation while increasing its recognition and making a difference in the market. We can conclude that the Viet Nam Circus Federation is currently facing a lot of difficulties and challenges in developing the Viet Nam Circus brand, of which the two main problems the brand is facing are directly related to the design of the brand identity and media identity of the Circus Federation