Putintseva T.A.
METHODOLOGICAL FOUNDATIONS OF TRADEMARK DESIGN IN CONTINUOUS DESIGN EDUCATION ^{[№ 4 ' 2023]}
A modern trademark, being the main element of corporate identity and participating in advertising processes, must have a number of qualities that ensure its high functionality. In this regard, there is a growing demand for training specialists with professionalism in trademark design.
Deep knowledge of the principles of trademark design is required, the achievement of which becomes possible as a result of inclusion in the process of continuous design education of mastering the development of sign forms.
The article discusses the current methodological aspects of the development of modern iconic forms in the context of continuous design education, which contributes to the successful solution of the designated problem. The high importance of the “cultural-ecological approach in trademark design”, “bionic approach in trademark design”, “collage design method” in trademark design is substantiated. The methodological foundations of the design of iconic forms and trademarks in the system of continuous design education – additional and higher – have been developed.
The sequence of trademark development in the learning process has been compiled.
The most significant technologies for finding creative solutions in the design of iconic forms have been selected. In the process of sketching at the stage of concept formation, brainstorming of various types, drawing up a brief and a mudboard, meaning formation in the form of associative mapping, “methods for eliminating deadlocks” are most effective.
The most effective ways of depicting iconic forms have been identified, allowing for an optimal ratio of their figurativeness and informativeness in order to achieve their maximum expressiveness – “fitting into geometric shapes”, “fragmentation”, “overlapping”.