COMPREHENSIVE DESIGN OF THE VISUAL IDENTITY OF A FASHION BRAND TAKING INTO ACCOUNT ARCHETYPES AND COMPOSITION

Abstract

The article theoretically substantiates and practically tests a methodology for the comprehensive design of the visual identity of a fashion brand using the example of the автор’s clothing collection SÉCAT. The relevance of the study is determined by the need to create a holistic brand image in the context of the high competitiveness of the fashion industry and the growing importance of emotional communication with consumers. The study investigates the algorithm for transforming marketing data, sociocultural trends, and psychological demands of the target audience into specific artistic and design solutions. The concept is based on the synergy of the “Ruler” and “Explorer” archetypes, which made it possible to form a multilayered visual narrative grounded in the combination of status, strength, intellectual elegance, and inner freedom.

Special attention is paid to the semiotic analysis of brand identity elements, including naming, logogram, typographic solutions, graphic symbols, and compositional means of image formation. It has been determined that the archetypal approach ensures not only the emotional recognizability of the brand but also enhances its communicative effectiveness in the luxury fashion segment. The study proves that the application of the laws of artistic composition, particularly the contrast between architectonic jacket forms and airy tulle masses, as well as rhythm, scale, nuance, and plastic balance, serves as an effective tool for visualizing complex consumer expectations and values.

During the research process, the project methodology was practically tested through the creation of an original collection and the analysis of audience perception of its visual image. The results of the approbation confirmed a high level of correspondence (85–90%) between the design concept and consumer perception, demonstrating the feasibility of using archetypal modeling, compositional analysis, and semiotic approaches to ensure artistic integrity, emotional expressiveness, and commercial relevance of a fashion brand.