THE THEORETICAL FOUNDATIONS OF CORPORATE IDENTITY DESIGN

Abstract

The purpose of the article is to compare the theoretical foundations of Corporate identity design in Ukraine and abroad in the chronological limits of the 20th and early 21st centuries. The relevance of the topic is based on the growth of visual studies, the importance of visual identification and graphics sign systems. Research methods. The authors employed the following scientific methods: hermeneutical, systemic-structural, functional and comparative analysis, theoretical generalization, etc. Research results. It is noted that the main problems currently remain in corporate identity are semantic integrity, laconicity, informativity of corporate constants, artistic-design imagery and stylistic unity of all corporate identity media, including traditional, printed and digital. The benefits of Corporate identity design implementation as the main means of forming a favorable image of any organization are summarized in the study. Stylistically coherent, original and stable corporate identity has a positive impact on consumers, providing the opportunity to make profits and attract regular customers and partners. For the first time, it is emphasized that the psychologically-subjective, associative and semantic properties of colours have a significant impact on corporate identity perception. Hence, when creating corporate identity media, the appropriateness of applying a system of colour-graphic restrictions for faster and clearer understanding of corporate identity and its preservation in the memory of consumers becomes reasonable. Conclusions. This study identified that there is an insufficient number of substantive publications devoted to corporate identity in Ukraine, yet, they are essential for Ukrainian manufacturers, companies, institutions and organizations of various levels and orientations: state, cultural, public, tourist, environmental and educational. After providing systematical analysis of the available theoretical source base it was found that foreign experience in designing had a significant impact on the development of industrial graphics and design of visual communication environment in Ukraine.