FROM ORNAMENT TO IDENTITY: THE TRANSFORMATION OF FOLK MOTIFS IN CONTEMPORARY UKRAINIAN DESIGN

Abstract

The article examines the process of transforming Ukrainian folk ornamental motifs into contemporary design identity within the context of the development of graphic design and visual communications. Emphasis is placed on ornament as a bearer of cultural code that preserves symbolic, aesthetic, and worldview meanings while simultaneously acquiring new forms in modern design practices. The specifics of adapting traditional ethnomotifs to current compositional, typographic, and technological solutions characteristic of contemporary Ukrainian design are revealed. The study analyzes scholarly approaches to interpreting the concept of ethnodesign and defines its role in shaping national visual identity under conditions of globalization. The relevance of integrating folk motifs into design identity as a means of cultural representation and preservation of intangible heritage is substantiated. Special attention is paid to the educational aspect of the issue, namely the training of future designers in higher education institutions. The practical part of the research is implemented through the example of an educational design project–the creation of an original calendar entitled “Calendar as a Cultural Artifact: Exploring Ukrainian Folk Holidays through the Prism of Ethnodesign”, developed during practical and laboratory classes by students of the Educational and Professional Program “Graphic Design.” The stages of design development, digital interpretation of ethnomotifs, creation of vector ornamental elements, typography, and modular grids using modern software tools are described. It is concluded that the combination of traditional ornament with digital technologies contributes to the formation of a coherent contemporary design identity and enhances the level of professional training of future designers. The obtained results can be applied in the educational process and in graphic design practice.