FUNCTIONAL AND COMMUNICATIVE ASPECTS OF CORPORATE STYLE IN THE STRUCTURE OF GRAPHIC DESIGN

Abstract

Purpose. This article analyzes foreign and Ukrainian sources devoted to building a corporate identity as a visual identification system. The information content, brevity, aesthetics of corporate constants, and the general stylistics of corporate style are problematic issues. Methodology. A comprehensive approach necessitated using of functional, system-structural, and comparative research methods. The method of theoretical generalization completed the analysis of corporate identity components. Results. In the structure of graphic design, corporate identity occupies a significant place, the functional and communicative aspects of which are also of particular importance in modern digital media. Visual identification of the organization and the unity of the style solution are the main tasks of designers working on creating its image. Visual semantics and visual aesthetics remain important characteristics of corporate identity, however, frank creativity is not an end in itself in the process of designing corporate constants. Some aspects of their practical implementation and functioning in today's conditions are more important. Scientific novelty. For the first time, the source base and experience of using corporate colours to create a certain image of the company were critically analyzed. The lack of thorough publications dedicated to corporate colours was revealed, based on which a clear hierarchy of colour functions in Graphic design was proposed: expressive, psychophysiological, emotional, informative, and positive-aesthetic. Practical relevance. In the context of strengthening visual identity, the relevance of corporate style, in particular corporate colours, for Ukrainian manufacturers, companies, and structures of various levels and orientations (state, educational, cultural, public, travel, environmental) was proven. The authors' main recommendation is to develop creative design thinking without the help of AI and have design plan for developing the corporate identity.