The dissertation is devoted to a comprehensive analysis of visual branding in the modern fashion industry. The Introduction substantiates the relevance of the chosen research topic, defines the goal, objectives of scientific research, object, subject and methods of research, scientific novelty, practical significance and approbation of the obtained results, information about the personal contribution of the applicant, publications, structure and scope of work. In particular, the object of the research IS visual branding as a component of the fashion industry, the subject is the principles and means of creating a visual brand identity of the modern fashion industry. The scientific novelty of the obtained results lies in the fact that the dissertation: for the first time: formulates a holistic concept of visual branding in the fashion industry as a multiplicative system that combines graphic design, digital communications and socio-cultural transformations of the first quarter of the 21st century; identified and systematized specific transformations of the visual identification of Ukrainian brands under martial law, in particular through the use of typography (prints – appeals, quotes) as a tool of national manifestation and strengthening of identity; typologized design solutions of websites and social networks of fashion brands by compositional and graphic features (minimalist, card, business-type) and the nature of logo adaptation for multimedia media (replacement with favicons, change of color); improved: classification of logos in the fashion industry (font, combined, acronyms), adapted to the specifics of the Ukrainian market of designer clothing, footwear and jewelry; understanding of the relationship between market segmentation (luxury, premium, mass market) and strategies of visual representation in the context of color, naming and typography; approaches to designing jewelry brand packaging, combining the principles of minimalism, environmental friendliness and functional luxury with elements of personalization; further developed: research into means of visual narration in digital environments as a method of building an emotional connection between a brand and an audience through image manipulation and multimedia; theoretical substantiation of the role of graphic design as a fundamental component of forming an associative connection with brand values in the fashion branding system; forecasting the vectors of development of visual identification through the introduction of immersive technologies and generative artificial intelligence into design processes to improve storytelling. The practical significance of the results obtained lies in the fact that the formulated provisions, theoretical conclusions and factual material can be used in the educational process and practical activities of designers.
It was found that in the system of visual identification of brands of Ukrainian clothing, footwear, accessories and jewelry brands, the tendency to appeal to national identity was manifested in several formats: the use of elements of decorative and applied and applied art in the design of logos and/or favicons; building a brand philosophy on the national mentality, which is manifested in certain visual allusions or metaphors. The tendency to visually represent the position of Ukrainian brands by means of typography (print – appeal, statement or quote on clothing, footwear and accessories) is activated with the beginning of the active phase of the Russian-Ukrainian war. The messages are aimed at strengthening the sense of national identity, rejection of pro-Russian narratives, foreign language and culture, the desire for victory, the importance of preserving independence and sovereignty.
Keywords: visual branding, brand, fashion industry, clothing design, packaging design, collaboration, fashion communication, brand identity, storytelling, digital space, social networks.
