Проблема читабельности и коммуникативности в визуальной айдентике

Декоративное искусство и предметно-пространственная среда. Вестник РГХПУ. 2022. № 3-2. С. 225–236.

П.Е. Родькин

The study analyzes the readability of visual identity in the context of the problem of multimodality and communicativeness, as well as its specific design, plastic and visual-graphic features on the example of city brand logos. As part of an empirical study, a survey of developers of visual identity was conducted, whose position reflects the principles that dominate in the professional environment, which are a system part of the identity development process and are appropriately reflected in modern visual culture and communication.

Keywords: visual perception, коммуникативность, place branding, брендинг территорий, визуальное восприятие, типографика, Multimodality, visual identity, визуальная айдентика, мультимодальность, logo design, логотип, communicativeness, typography, readability