Aidentyka as a definition of a complex system–conceptual model of identification in the architecture of design

Abstract

Purpose of Article. Analyze the differences in the socio-practical use of the terms "identica", "visual identity", "verbal identity", "nonverbal identity", "corporate identity" and classify the term "identica", as scientific a definition of a complex system-conceptual model of identification. Methodology. Methods of observation, comparison and generalization were used to solve the tasks at the empirical and theoretical level. The analysis of identity of foreign and domestic design projects was carried out. For the conceptual classification of the term "identica" as a scientific definition, methods of systematic analysis of visual, linguistic and practical integration of accompanying terms were used. Scientific Novelty. The study analyzes the common and different characteristics of the socio-practical use of the terms "identica", "visual identity", "verbal identity", "non-verbal identity", and "corporate style". Based on the analysis of these terms, it was first proposed to consider "identica" as a scientific definition of a complex system-conceptual model of identification in the architecture of design. The proposed ideas and conclusions can be used in theory and practice of development and implementation of advertising campaigns, correction or creation of design strategies. Classification of the term "identica" as a scientific definition is an important step in the development and integration of interdisciplinary research in such areas as management, marketing, design, culturology, art history and others. Conclusions. The new communication system in advertising and design requires in-depth study, definition, and scientific substantiation of many terms, including the meaning of the term "identica" and its consideration as a scientific concept. The study analyzes the differences between the socio–practical use of the terms "visual identity", "verbal identity", "non–verbal identity" and "corporate identity", identified their common and different characteristics. Based on the analysis of these terms, "identica" is considered as a definition of a complex system–conceptual model of identification through sensory analyzers of the consumer of visual, verbal, and non–verbal information.