In this final thesis the mascot is defined as an animal, person or object which publicly represents an individual or group for personal or commercial use, whose origins are also explained in this work. The mascot's role, as the brand's face, is to create or help sustain the brand's image and to communicate with the target group by sending specific information, which strongly depend on its design. Mascot design and character communication are extremely important elements because they define which information the mascot contains, the amount of information, as well as the process and viabilty of its communication. The company that decides to use a mascot, has to take their current image and the message the mascost will send into account, so that they could retain their brand recognition and to strenghten their communication and approachability to their current or new target group. The goal of the final thesis is, with the analysis of existing characters and mascots, as well as a personal example, to research the characteristics and elements which make a character or mascot design appropriate for a defined target group. Surveying the Faculty of Graphic Arts students a research was conducted with the goal of acquiring insight on the perception and impressions of my own mascot, Grfko, which was made for the Faculty of Graphic Arts. The expected results are that the mascot's visual characteristics will greatly influence the way it's perceived compared to the variables like gender, age and the course of the Graphic Arts student.