Features of Visual Identification of Modern Ukrainian Theatres by Means of Graphic Design

Abstract

The purpose of the article is to reveal the features of visual identification of Ukrainian theatres by means of graphic design. Research methodology. The method of typology and techniques of figurative and stylistic analysis are applied, as well as the method of semiotic and visual-cultural analysis of brand symbols of Ukrainian theatres. A combination of the descriptive method and techniques of formal analysis are used to identify the means of artistic expressiveness used by the designer. The method of semantic and structural-semantic analysis help to clarify the cultural meanings of images created for the representation of Ukrainian theatre. The graphic-analytical method is used to visualise research results. Scientific novelty. Peculiarities of visual identification of modern Ukrainian theatres by means of graphic design were studied. The main attributes of visual identification of Ukrainian theatres – emblems and logos – were considered, their comparative analysis was carried out. The concepts of "emblem" and "logo" in the context of graphic design have been clarified; based on the structural and semiotic analysis of emblems of Ukrainian theatres, the spectrum of their visual images was characterised. Conclusions. The visual identification of modern Ukrainian theatres is a system of symbolic and graphic images, the logic of which is built to distinguish theatres by their purpose according to their types (musical, music-dramatic, dramatic, puppet, and others), as well as to differentiate each specific theatre within the defined typology. The emblem as a symbolic image of a certain idea encoded in a graphic form is the main visual image of the theatre, endowed with symbolic meaning, which conveys the main values of this cultural institution with the help of the graphic elements depicted on it. It is used for visual identification of the theatre in real and virtual space. The study of the emblems of modern Ukrainian theatres has revealed the following. Characteristic elements for the symbolism of Ukrainian theatres expressed in the emblems are elements of architectural origin (theatre buildings), graphic images of famous Ukrainian representatives of theatre, literature and art (Lesia Ukrainka, I. Franko, T. Shevchenko, M. Vodianyi, M. Sadovskyi, and others) and Harlequin masks as a symbol of the acting profession. Socio-historical and cultural factors are fundamental elements of concept formation. Emblems symbolically reflect theatrical, primarily acting activity. The conceptual solution of the corporate style also reflects the idea of the existence of the theatre and the values it offers in the space of modern culture: humanity, heredity, traditionality, and interculturality. Decoding symbolic images requires a high level of education and intelligence. Brand symbols can be built on a nuanced solution, in which all style elements enhance the effect of simplicity, complexity or an intermediate option.

Keywords: graphic design, Ukrainian theatres, visual identification, emblem, logo.