Media & Mass Communication, Volume 4, 2015

Abstract: The article treats on brand building of “Przebudzenie” (eng. “Awakening”) e-zin (internet magazine, devoted to soul development), with a special focus on aspects of visual identification eg. logo, layout etc. The article presents the characteristics of “Przebudzenie”, the stages of building its image, building the brand with a special attention to issues such as: design of name, logo, typography, or the selection of the appropriate color. The aim of the study is to demonstrate how conscious image building affects the perception. Thanks to interactivity development, mass media communication model changes. The engagement of the sender and receiver is the clue for the proper functioning of this new-born journalism type, which is a key contributor for rapid importance gain vs traditional media types. The author reveals plot of increasing contribution of graphical, visual aspects of internet media models comparing to “paper” media, which often seems to be underestimated by publishers and explains its importance for the internet media identity creation.