Abstract
The problem of designing visual signs in the context of Russian territorial branding by means of graphic design actualizes not only the image potential of regions, but also represents a significant sphere of understanding cultural identity, revealing cultural codes and semantic images relevant to the perception of a modern man. As the origins of modern geo-branding, the article examines heraldic traditions of city emblems, their archetypal images rooted in cultural memory and history. Particular attention is paid to the perception of abstract index signs and the most common examples of modern geo-branding in the absence of conventional interpretation. The potential of basic heraldic symbols in the design of graphic complexes, implementing the branding of regions is considered. The article provides arguments in favor of a systematic approach to the design of visual identification of territories based on a scrupulous pre-project analysis, respecting the historical and cultural codes of territories. The authors propose a list of constructive measures aimed at creating a territory branding system that will be able to solve functional problems actual for this area. The content of the article is intended to thoroughly understand the processes of regional branding as a factor of regional socio-cultural and socio-economic development.
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