CORPORATE IDENTITY DESIGN FOR VOLUNTEER PUBLIC ORGANIZATIONS IN UKRAINE
DOI:
https://doi.org/10.32782/2415-8151.2025.38.1.16Keywords:
corporate identity, visual identification, volunteer organization, charitable foundation, branding, corporate identity design, visual communication, color, typographyAbstract
Purpose. The purpose of the article is to examine the design of corporate identity as an integrated system of visual identification for volunteer public organizations. Methodology. The research is based on a comprehensive approach that combines methods of content analysis of visual materials from leading Ukrainian volunteer organizations, comparative analysis of graphic elements of their corporate identity, as well as methods of systematization and generalization of theoretical principles in the field of contemporary visual identity design. Results. The study reveals the structure of corporate identity for volunteer organizations, which includes the logo, color palette, typographic solutions, graphic applications, and visual coherence principles. It is established that an effective identity system ensures visual consistency of communication, enhances recognizability, and fosters an emotional connection with target audiences. The analyzed cases demonstrate how variations in design solutions reflect the mission, activities, and cultural orientation of each organization. Scientific novelty. For the first time, a comprehensive analysis of the corporate identity design of volunteer organizations has been conducted in the context of martial law in Ukraine. The understanding of the functional role of visual identification in non-profit organizations has been expanded, and specific features of their graphic style distinguishing them from commercial visual systems have been identified. A classification of approaches to developing corporate identity has been proposed, depending on the organization’s objectives, audience, and communicative context. Practical relevance. The conclusions provide a foundation for developing recommendations on building effective corporate identity within the field of socially oriented design. The research results can be applied in the development or renewal of visual identity systems for volunteer and public organizations, as well as in the educational process for training designers and specialists in visual communication and graphic design.
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