The use of ethnic motifs in the corporate identity of Ukrainian fashion industry brands

Abstract

The article examines the use of elements of ethnic identification in the corporate identity of Ukrainian clothing manufacturers. Attention is paid to the corporate style of designer clothing brands, since the intensity of the implementation of identity (corporate style) developments in this segment of the creative industries allows us to track the general features of design in a short period of time. The necessary product innovation requires the active use of current trends in graphic design development in the identity of clothing brands. The combination of this process of constant renewal and modernization with the need to use more stable stylistic forms, which include ethno-design, creates conditions for the formation of a certain creative contradiction, the overcoming of which provides examples of the dealetic creativity of a modern graphic designer and is interesting to study. The results of the study include the analysis and determination of general features of the corporate identity of Ukrainian brands in the fashion industry. The implemented logo design projects of designer clothing brands are considered. The article analyzes naming (development of a brand or product name) and the influence of economic features of business on it. Examples of corporate identity using certain elements of ethno-design are given. Factors influencing the use of elements of ethnic style in the branding of Ukrainian designer clothing are analyzed. The principle of systematization of fashion industry brands depending on such indicators as business stability and pricing is proposed. Certain promising directions for further study of the features of the formation of corporate identity of fashion industry brands in the conditions of the national economy are identified. The study aimed to actualize the study of corporate identity of a certain direction of economic activity and to generalize practical experience in corporate style design