Creative approaches in making objects of identification for Ukrainian companies
The article is devoted to the study of creative approaches of design and advertising specialists in creating logos and trademarks of the companies of Ukraine, other countries of Europe, North America, and the East Asia, that have been successfully operating in the market for at least ten years. Exa...
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| Format: | Article |
| Language: | English |
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Vilnius Gediminas Technical University
2025-07-01
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| Series: | Creativity Studies |
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| Online Access: | https://journals.vilniustech.lt/index.php/CS/article/view/17080 |
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| _version_ | 1839616883232342016 |
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| author | Oleksandra Kolisnyk Tetiana Krotova Solomiya Hovhannisyan Natalia Pshinka Alla Osadcha |
| author_facet | Oleksandra Kolisnyk Tetiana Krotova Solomiya Hovhannisyan Natalia Pshinka Alla Osadcha |
| author_sort | Oleksandra Kolisnyk |
| collection | DOAJ |
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The article is devoted to the study of creative approaches of design and advertising specialists in creating logos and trademarks of the companies of Ukraine, other countries of Europe, North America, and the East Asia, that have been successfully operating in the market for at least ten years. Examples of font and image solutions aimed at solving a set of problems have been considered: brand identification among others, product or service advertising, forming the visual image of the company in the consumer’s mind. The authors believe that the environment of visual signs and messages is a system of various human impressions, indications of needs, and ways to meet them, which requires a “creator”, endowed with the gift of intuitive insight into the pictorial essence of things, needs and phenomena and able to convince consumer in the understanding of their image. Logos of various global companies (manufacturers of food, industrial, pharmaceutical products, service companies and others) are classified into eight groups by structural and compositional characteristics. Based on the analysis of market positioning of companies and their communication strategies, the authors conclude that the basis for identifying the creative component in the development of brand identity is the relationship between production processes and positioning of goods (services) and the sensory-emotional sphere of the consumer.
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| format | Article |
| id | doaj-art-ccdd1b74e9bd40b2865b31d2822aeaf2 |
| institution | Matheson Library |
| issn | 2345-0479 2345-0487 |
| language | English |
| publishDate | 2025-07-01 |
| publisher | Vilnius Gediminas Technical University |
| record_format | Article |
| series | Creativity Studies |
| spelling | doaj-art-ccdd1b74e9bd40b2865b31d2822aeaf22025-07-25T07:51:41ZengVilnius Gediminas Technical UniversityCreativity Studies2345-04792345-04872025-07-0118210.3846/cs.2025.17080Creative approaches in making objects of identification for Ukrainian companiesOleksandra Kolisnyk0https://orcid.org/0000-0002-4374-6043Tetiana Krotova1Solomiya Hovhannisyan2Natalia Pshinka3Alla Osadcha4Department of Graphic Design, Faculty of Design, Kyiv National University of Technologies and Design, Mala Shyianovska str. 2, 01011 Kyiv, UkraineDepartment of Graphic Design, Faculty of Design, Kyiv National University of Technologies and Design, Mala Shyianovska str. 2, 01011 Kyiv, UkraineDepartment of Graphic Design, Faculty of Design, Kyiv National University of Technologies and Design, Mala Shyianovska str. 2, 01011 Kyiv, UkraineDepartment of Graphic Design, Faculty of Design, Kyiv National University of Technologies and Design, Mala Shyianovska str. 2, 01011 Kyiv, UkraineDepartment of Graphic Design, Faculty of Design, Kyiv National University of Technologies and Design, Mala Shyianovska str. 2, 01011 Kyiv, Ukraine The article is devoted to the study of creative approaches of design and advertising specialists in creating logos and trademarks of the companies of Ukraine, other countries of Europe, North America, and the East Asia, that have been successfully operating in the market for at least ten years. Examples of font and image solutions aimed at solving a set of problems have been considered: brand identification among others, product or service advertising, forming the visual image of the company in the consumer’s mind. The authors believe that the environment of visual signs and messages is a system of various human impressions, indications of needs, and ways to meet them, which requires a “creator”, endowed with the gift of intuitive insight into the pictorial essence of things, needs and phenomena and able to convince consumer in the understanding of their image. Logos of various global companies (manufacturers of food, industrial, pharmaceutical products, service companies and others) are classified into eight groups by structural and compositional characteristics. Based on the analysis of market positioning of companies and their communication strategies, the authors conclude that the basis for identifying the creative component in the development of brand identity is the relationship between production processes and positioning of goods (services) and the sensory-emotional sphere of the consumer. https://journals.vilniustech.lt/index.php/CS/article/view/17080creativityimage and graphicslogotrademarkUkrainian marketvisual communication |
| spellingShingle | Oleksandra Kolisnyk Tetiana Krotova Solomiya Hovhannisyan Natalia Pshinka Alla Osadcha Creative approaches in making objects of identification for Ukrainian companies Creativity Studies creativity image and graphics logo trademark Ukrainian market visual communication |
| title | Creative approaches in making objects of identification for Ukrainian companies |
| title_full | Creative approaches in making objects of identification for Ukrainian companies |
| title_fullStr | Creative approaches in making objects of identification for Ukrainian companies |
| title_full_unstemmed | Creative approaches in making objects of identification for Ukrainian companies |
| title_short | Creative approaches in making objects of identification for Ukrainian companies |
| title_sort | creative approaches in making objects of identification for ukrainian companies |
| topic | creativity image and graphics logo trademark Ukrainian market visual communication |
| url | https://journals.vilniustech.lt/index.php/CS/article/view/17080 |
| work_keys_str_mv | AT oleksandrakolisnyk creativeapproachesinmakingobjectsofidentificationforukrainiancompanies AT tetianakrotova creativeapproachesinmakingobjectsofidentificationforukrainiancompanies AT solomiyahovhannisyan creativeapproachesinmakingobjectsofidentificationforukrainiancompanies AT nataliapshinka creativeapproachesinmakingobjectsofidentificationforukrainiancompanies AT allaosadcha creativeapproachesinmakingobjectsofidentificationforukrainiancompanies |