AESTHETICS OF MINIMALISM IN CONTEMPORARY UKRAINIAN GRAPHIC DESIGN
DOI:
https://doi.org/10.32782/2415-8151.2025.38.1.17Keywords:
minimalism, graphic design, corporate style, typography, color, brand identity, logo, Ukrainian brandingAbstract
Purpose. The aim of the study is to explore minimalist design as a tool for shaping modern corporate style and brand identity, to analyze the main principles and trends of its application in Ukraine and worldwide, as well as to identify the key elements that enhance brand recognition and functionality. Methodology. The research was conducted through the analysis of scientific publications, a review of the corporate style of Ukrainian brands (Ukraine NOW, Diia, Monobank, Bevza, Ksenia Schnaider, Frolov, DZHUS, Poustovit, etc.), and visual analysis of logos, brand identities, and web interfaces. The main methods included literature analysis to define the principles of minimalism, comparison of Ukrainian and international approaches, and systematization of practical cases to evaluate the impact of minimalist solutions on brand recognition and user experience. Results. It was found that the use of simple geometric shapes, a limited color palette, and clean typography increases brand recognition, facilitates information perception, and creates a modern professional company image. Based on the analysis of Ukrainian brand identities, it was substantiated that minimalism effectively combines aesthetics with functionality and allows the adaptation of visual style to different platforms and audiences. Scientific novelty. For the first time, a comprehensive comparison of Ukrainian corporate style cases was carried out with consideration of local cultural motifs, which made it possible to determine universal principles of minimalism and directions of its adaptation to the Ukrainian market. Practical relevance. The study provides recommendations for applying minimalist solutions in brand identity with regard to local cultural specificities.
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