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Универсальные критерии разработки и оценки визуального языка айдентики, взгляд дизайнера
The research is devoted to the analysis of universal criteria for the development and evaluation of visual identity (corporate logo and sign), which are distinguished as significant by professional developers in the field of design and visual communications. To verify and formalize them, a survey was conducted among professional designers from Russia and a number of other countries. The variability in the assessment of the significance of the selected criteria, noted by other researchers, is confirmed in this study, however, the answers obtained allow us to form an idea of the priorities that guide professional developers in their work, to identify differences and similarities of their views. It is noted that the subjectivity of the designer is not something inadequate in relation to the product, but manifests itself within the framework of solving a specific task.