Peculiarities of using ornamental elements in modern corporate design
Students Name: Pavlenko Kateryna Heorhiivna
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: The article explores the topic of the peculiarities of using ornamental elements in modern corporate design. The relevance of the topic lies in the trend that has been growing in the last few years in design, which consists in turning to its history and reviving elements of the past in a modern interpretation of design, taking into account the needs and tastes of the current user. The first chapter explored the role of ornaments in graphic design. scientific sources and normative literature, the topics of which are related to the topic of this study, were analyzed. Research methodology is defined. The historical aspects of the use of ornaments and the study of the history of Ukrainian ornaments are analyzed. It was concluded that despite the rapid growth of interest in this topic in design, most scientific works on this topic can be perceived only from the side of historical reference, and not from modern research. The meaning of the symbols used in ornaments has been studied. The second chapter examines the use of ornament in graphic design. The concept of corporate design and, in particular, visual identification for catering establishments is defined. Areas and methods of using traditional elements in today’s graphic design are analyzed. The most popular symbols and colors are defined: geometric ornaments in white, black and red colors. The third chapter describes the development of a corporate design for the chain of ethnic cinema-cafes "Veles" based on the knowledge obtained from the research conducted in the previous chapters. The choice of name and corporate hero is justified. Veles is a Slavic god, patron of animals and art. The logo was created on the basis of geometric elements of the ornament. A brand font based on the runes of the Middle Ages was developed. The menu was made taking into account the theme of the institution. A design for corporate products was created and its use justified. The concept of creating an interior for the institution was designed to 6 clarify the division into zones and the general scheme of the work of the institution of this topic. In the cafe, a zone has been created for comfortable viewing of films with the atmosphere of a cinema. A short video has been developed that aims to act as an advertisement on social networks in order to attract more customers. In the fourth chapter, the volume of design work was calculated. A price list for the designer’s work was developed and a project estimate was created. The cost of design and research works on the topic of the master’s qualification thesis "Peculiarities of the use of ornamental elements in modern corporate design" was calculated. All the main theses of the study are presented in the general conclusions of the work. Keywords: graphic design, corporate style, ornament, ornament symbols, color symbolism, catering establishments, Ukrainian cinema, cinemas. The purpose of the study is to outline modern trends in the use of ornamental elements as symbols of the national culture of the Ukrainian people. Study object. The object of research is the history of Ukrainian ornament, its significance in culture and its use in various fields of design. Study subject. As a subject of research, the use of ornaments in graphic design is taken as an example of creating a corporate identity for the chain of ethnic cinema- cafes "Veles". References. 1. Bozhko T., Chistikov O. (2019). Trends in the use of geometric ornaments in graphic design projects in Ukraine in the 21st century, 66 2. Butkevich L. M. (2008). History of Ornament, 272 3. Karpenko O. (2008). The use of geometric signs-symbols in folk decorative and classical avant-garde art. Art History of Ukraine, 9, 45-59 4. Soldatenko D.A. (2014). Modern trends in the development of corporate style and advertising messages using ethnic forms. Technologies and design, 48-52 5. Trinozhenko L.S. National motifs of modern graphic design in Ukraine as a means of visual identification" Lviv Polytechnic, 7, 188-191