MASTERING BRAND IDENTITY AND VISUAL IDENTITY BASICS IN VISUAL COMMUNICATION DESIGN AS A SUCCESS FACTOR FOR FUTURE GRAPHIC DESIGNERS

Abstract

The purpose of the article is to examine the importance and necessity of mastering the fundamentals of brand identity and visual identity and within the visual communication design system as a key factor in the success of future graphic design professionals. In the course of the study, an analysis of the terminology on this topic was carried out; common and distinct features of the concepts “brand identity” and “visual identity” were summarized; and synonymous features depending on the Ukrainian and English-speaking cultural contexts were considered. The study defines the role and methods of mastering visual communication design by future graphic designers, identifies the necessary graphic editors and programs recommended for mastery, and provides a generalization and characterization of the main constants of corporate style. The results establish that these two concepts share a common feature: ensuring visual identification. The distinguishing features are the different composition of components, objectives, and synonyms. Specifically, terms used in the English-speaking cultural environment such as “corporate identity” and “brand identity” can be considered synonyms for Ukrainian “identity”, while “corporate design” and “visual identity” refer to “corporate style”. It was revealed that the role of mastering visual communication design lies not only in acquiring skills to create aesthetic images but also in understanding the psychology of perception, design principles, and marketing strategies. The methods of mastery include studying both theoretical and practical methods of visual communication.Future graphic designers are recommended to learn how to use raster, vector, and 3D graphic editors, as well as software for animation, video production, and web design. Constants of visual identity are identified as: the mark (firm sign, service mark, trademark), colors, slogans, special graphic symbols, corporate publications (corporate layout and fonts), corporate uniforms, product packaging, office premises, business documents, etc. Furthermore, the documents regulating the use of visual elements of the brand's visual identity – the brandbook, guideline, and logobook – are distinguished