Lytvyniuk L. Visual identification of museum and exhibition institutions by means of graphic design

The thesis is devoted to revealing of principles and the modern design techniques and means of creation of the visual identification system of museum and exhibition institutions. The author has confirmed the dominant importance of visual identification as a systemic graphic message within the framework of a communicative act in the general audiovisual structure of museum and exhibition institutions. It is proved that in recent years it is the logo performing the communicative function of a symbol-symbol has become the dominant element of the visual identification of these institutions. The modern principles of creation as well as techniques of artistic expression which identify and popularize museum brands in the market of cultural tourism are revealed.