Візуальна айдентика як стратегічний інструмент бренд-комунікації

Abstract

The paper explores the process of creating a store identity as an effective tool for brand communication. The role of visual elements in forming a consistent brand image and the impact of graphic design on brand recognition and perception by the target audience are analyzed. The study defines key principles for identity development that ensure its functionality, aesthetic integrity, and adaptability across various media. Particular attention is paid to the importance of consistency in visual solutions for building effective brand communication.