Modern trends in identity formation for volunteer organizations
Students Name: Moskal Ihor Ivanovych
Qualification Level: magister
Speciality: Design
Institute: Institute of Architecture and Design
Mode of Study: full
Academic Year: 2022-2023 н.р.
Language of Defence: ukrainian
Abstract: In modern conditions, volunteering is an important phenomenon all over the world. Volunteers provide basic social services, create and promote art and culture, and contribute to the life of a number of associations. Today, with the development of technology and a sharp change in the rhythm of life, connected, first of all, with the state of war, and earlier with quarantine restrictions, the availability of smartphones and other gadgets make it possible for many organizations to work on the Internet. In recent years, the number of volunteer organizations that primarily attract attention to their ideas thanks to their identity has grown rapidly, and therefore, in turn, it is becoming increasingly difficult to stand out. This makes it possible to note that identity is one of the important and irreplaceable elements of the creation of volunteer organizations in modern conditions in any market. All volunteer programs benefit from design, as it is the corporate identity that allows a particular volunteer organization to be identified. Therefore, in accordance with modern realities, this topic is very relevant and requires detailed research. The object of the study is social relations that arise in the process of using modern trends in the formation of identity (corporate style) for volunteer organizations. The subject of the study is ways of using identity (corporate style) for volunteer organizations using modern trends. The purpose of the research is to determine the current trends in identity formation (corporate style) for volunteer organizations. Therefore, volunteerism as a subject of study in various scientific disciplines has a number of aspects that reveal the heterogeneity of approaches to its definition [1, c. 250]. So, it is possible to single out the following generalized series of definitions of volunteering: useless (non-profit) activity; socially beneficial activity; social work; social or civil movements; a large social group; social institute; institute of civil society, etc. [2, c. 5; 3]. 4 During the research, special attention was paid to the fact that volunteering is always a matter of choice and is carried out voluntarily and without coercion. Volunteering is a legitimate way for citizens to participate in the activities of their community, moreover, volunteering benefits both the community and volunteers and gives people a sense of belonging to their local community [4]. Volunteer work is unpaid and is a means for individuals or groups to address human, environmental and social needs [5]. Since the beginning of the full-scale invasion of Russia, more than 1,700 public and volunteer organizations were created in Ukraine just to provide humanitarian aid [6, c. 374; 7, c. 12]. In order to create a corporate style for a volunteer organization, it is important to understand its type, namely, whether the volunteer organization belongs to the functional, moral or interactive type [8, p. 214]. It is thanks to this that it is possible to create a corporate style of a volunteer organization, which should be understood as a set of permanent elements (color, graphic, verbal, typographic, design constants) that ensure the visual and semantic unity of goods (services), all information originating from the company, its internal and external design [9, p. 16]. At the same time, it is important to use every element of corporate style to create the identity of a volunteer organization (logo, slogan, color palette (corporate colors), corporate fonts) [10, c. 43]. Therefore, in the process of writing the thesis, we paid separate attention to each type of corporate style for a volunteer organization. It should be added that general scientific and special research methods were used during the writing of the thesis. General scientific methods include: system, method of analysis, induction, deduction, information support, etc. To solve individual tasks, special methods were used, namely the method of structural-functional analysis, comparative-analytical, etc. As a result of the conducted research, it is worth determining the need for theoretical and practical research on this issue, since the number of volunteer organizations has increased significantly in the territory of Ukraine and abroad 5 recently. As a result, the results of this study will contribute to the development and theoretical and practical research of the identity of volunteer organizations in modern conditions. In addition, the thesis has a separate practical significance of the research results, which consists in the possibility of further research of modern trends in the formation of corporate style of volunteer organizations, since scientific research in this direction in Ukraine is little researched. Therefore, the results of this study can be used in further studies of this topic in both scientific and practical studies. In addition, the results of the work can be used in higher education institutions when teaching subjects related to the topic of the identity of volunteer organizations. Moreover, research materials can be used for educational trainings, seminars and courses on this research topic. Key words: identity, corporate style, volunteering, volunteer organizations. References: 1. Kindritska L.V. A complex of software tools for creating a dynamic corporate style. Flight. Modern problems of science: theses of reports of the 22nd International Scientific and Practical Conference of Graduates of Higher Education and Young Scientists. National Aviation University. Kyiv, 2022. P. 250-251. 2. Koval G.V. Volunteering as a complex socio-psychological phenomenon. Intelligence development technologies. 2017. C. 1-13. URL: https://psytir.org.ua/upload/journals/2.6/authors/2017/Koval_Gennadij_Valerijovych _Volonterstvo_jak_skladnyj_socialno-psyhologichnyj_phenomenon.pdf 3. Robertson A.E. Types of Volunteer Opportunities. URL: https://www.hachettebookgroup.com/travel/trip-ideas/types-of-volunteer- opportunities/ 4. Burger E. The importance of graphic design for attracting consumer attention. URL: https://cyprus-mail.com/2021/11/23/the-importance-of-graphic-design-for- attracting-consumer-attention/ 5. Guiding Principles and Values. URL: https://www.volunteerlimerick.ie/about/more-information/principles 6 6. Zhuk A.O. The volunteer movement as one of the means of countering threats to national security. Reforming the legal system in the context of European integration processes: materials of the 4th International Scientific and Practical Conference: in 2 parts (Sumy, May 21–22, 2020). Sumy: Sumy State University, 2020. Part 2, pp. 373- 375. 7. Bianka H.G. The importance of volunteering for society in the conditions of the war with Russia. methodology and theory of pedagogy. Psychological and pedagogical sciences. 2022. C. 8-13. No. 1. DOI 10.31654/2663-4902-2022-RR-1-8- 13 8. Dibrova T. G. Advertising management: theory and practice: textbook. Kyiv: Publishing house of KPI named after Igor Sikorskyi "Polytechnic", 2018. 300 p. 9. Primak T.O. Modern trends of Ukrainian advertising creativity. Marketing in Ukraine. 2014. No. 1. P. 15–19. 10. Zharkova V.E., Oblasova O.I. Corporate style as a brand promotion technology. Mass communication in global and national dimensions. 2019. Issue 11 C. 41-46. DOI: 10.5281/zenodo.2786504