TYPOLOGY OF GRAPHIC SIGNS IN BRAND IDENTITY: TRANSFORMATIONS AND CHALLENGES OF THE DIGITAL ENVIRONMENT

Abstract

In the system of contemporary visual communication, the logo is one of the key elements of brand identity, ensuring identification and differentiation of brands within a competitive information environment. The development of digital media and multichannel communication has led to the transformation of traditional approaches to graphic sign design and has brought the issue of their typology and functional adaptability to the forefront. Purpose. The article is devoted to the study of the typology of graphic signs in brand identity and the analysis of transformations of this typology in the context of digital communication development. The main purpose of the research is to identify the features of functioning of different types of logos in the contemporary media environment and to determine the tendencies toward their structural flexibility, variability, and interpenetration. Methodology. The methodological basis of the research includes general theoretical methods such as analysis, synthesis, and systematization, as well as comparative and typological approaches, which allow logos to be considered as elements of sign systems in visual communication. The study also employs elements of semiotic analysis for interpreting the graphic structure of signs, along with visual analysis of design solutions based on examples of well-known brands. Particular attention is given to the functioning of logos in digital interfaces and multimedia environments. Results. The article examines the main types of logos used in contemporary brand identity: wordmarks, lettermarks, symbol marks, abstract marks, combination marks, emblems, and mascot marks. Their structural features and functional capabilities within visual communication systems are analyzed. Special attention is paid to the conditional nature of boundaries between different typological categories and to the ability of logos to transition between categories depending on the context of use. Using examples of brands such as Apple and Esquire, the study demonstrates how logos change their form and functional role across different media environments. Scientific novelty. The scientific novelty of the study lies in interpreting the typology of logos not as a static classification system, but as a dynamic structure that transforms under the influence of digital media. The study proposes an interpretation of the combination mark as a basic modular system of contemporary brand identity, capable of ensuring adaptability and variability in visual communication. Practical relevance. The results can be applied in the practice of brand identity design, particularly in the creation of logos intended to function across various digital and multimedia environments. The proposed approach to understanding logo typology may be useful for designers, researchers in visual communication, and educators in design disciplines.