FORMATION OF THE BRAND’S VISUAL IDENTITY IN WEB AND PRINT ENVIRONMENTS

Abstract

The purpose of the study is to conduct a comprehensive analysis of the process of forming a brand’s visual image, taking into account the specifics of its implementation in both web environments and print media. In the context of multiplatform brand communication, ensuring stylistic consistency of brand identity across digital and print formats becomes especially important. The research methodology is based on an interdisciplinary approach that encompasses elements of visual design, branding theory, semiotics, typography, and technical adaptation of visual tools. The study employed methods such as theoretical analysis, content analysis of both Ukrainian and international brands, and comparative analysis of typography and color rendering features in web and print environments. This made it possible to evaluate the effectiveness of visual adaptation across media. The research findings revealed key issues in maintaining visual integrity of the brand, including technical difficulties in color reproduction, typographic incompatibility of fonts for screen and print, and compositional discrepancies between different formats. The scientific novelty lies in the interdisciplinary analysis of the problem of adapting a brand’s visual image between digital and print media environments. A classification of challenges in cross-media identity is proposed, covering aesthetic, semiotic, and technical aspects. The study substantiates the importance of typography as a core element that preserves brand recognizability and stylistic appearance. The practical relevance of the research lies in its applicability for professionals such as designers, brand managers, marketers, and educators of relevant academic programs. Visual identity should not only be aesthetically appealing, but also technically unified, semiotically coherent, and capable of adapting to the specifics of each medium without losing its core visual characteristics. The findings confirm the need to develop new cross-media design systems that ensure brand consistency in the face of visual competition and rapidly changing formats.