KEY ASPECTS OF BUILDING VISUAL COMMUNICATION IN DESIGN STUDIOS

Abstract

The purpose of the study is to define the key principles and constants of building visual communication for design studios in the context of the modern market. The research focuses on analyzing approaches to brand formation through the elements of its visual identity – form, color, composition, and typography – and their interaction in creating a coherent brand portrait. Special attention is given to the role of the visual component in establishing communication between design studios, consumers, potential audiences, and contractors. The paper examines current approaches to developing corporate identity, principles of brand construction in the visual dimension, and methods of creating a visual language aimed at conveying a company’s values across all available communication channels. The study explores the interconnection between design components, emotional tone, and brand recognition in offline, online, and meta spaces. The research methodology combines several methods: comparison, analogy, abstraction, and deduction to accurately identify the key aspects of building effective visual communication. The results include an analysis of advertising campaigns and case studies of leading Ukrainian and international design studios, including Banda, Fedoriv, Spiilka, and Pentagram, with an evaluation of their strengths and weaknesses. The scientific novelty of the research lies in a comprehensive approach to analyzing communication systems that integrate artistic, emotional, strategic, and commercial components of design studios. The conducted analysis has proven that the most relevant strategy for developing visual communication in design studios involves the effective synergy between artistic expression, emotional design content, and a deep understanding and implementation of brand values. The practical relevance of the study lies in identifying key aspects of developing a design studio’s identity strategy as a fundamental element for building consumer trust and achieving business success.