Brand in graphic design: conceptualization, visualization, identification



The monograph explores the semantic and graphic attributes of modern brands. The evolution of ancient signs of identification into complex iconic formations - brands is considered. Particular attention is paid to the relationship between semantic (semantic), composition-structural (syntactic) and visual (pragmatic) components of style and image. A set of brand books is being explored for the purpose of revealing a universal semiotic basis. A conceptual model of visual (graphic) brand identification is being developed that meets modern realities.

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