Conceptual model of the visual brand identity in graphic design



Tigran Gabriyelyan

Abstract of the Candidate's dissertation "Conceptual model of the visual brand identity in graphic design", specialty 17.00.06 - Technical aesthetics and design (art history), protected in the Moscow State Art and Industrial Academy named after S.G. Stroganov on November 25, 2016.


The thesis is developed a conceptual model of a system of visual-graphic brand identity. The first chapter is carried conceptualization model, operationalization of key concepts, as well as the study of the historical context of the emergence of corporate identity and branding. The second chapter analyzes the modern brand books. The possibility of description, presentation and storage of graphic style invariants, design objects, communicative acts in a unified brand semiotic format by semiotic figures, signs, sign systems. Study identification, communication and instrumental function of the conceptual model. The third chapter shows the features of occurrence of visual graphic language of the brand on the basis of his style, provides a detailed description of the components of the structure and relationships of the conceptual model.

Link to abstract on MSAIA named after S.G. Stroganov.

Link to abstract on the Tagart studio website.

Recommended form of bibliographic reference: Gabrielyan T. Conceptual model of the visual brand identity in graphic design. - Moscow, 2016. - 28 p.