Abstract
Visual identifiers of urban culture are recognizable by all images, largely marking it. They reflect the basic values and meanings of urban culture, its phenomena, and atmosphere. The identification of these markers, the analysis of their changes in historical dynamics, is an important issue not only for fixing the historical and cultural identity of territories and cities, but also to predict their development in the near and possibly long term. The article analyzes the visual urban identity of the cities of the Russian North, including images of historical heraldry, as well as modern brands. Heraldic and brand images are considered as a symbolic reflection of various aspects of culture, preserving its semantic space and connection with traditions in the context of cultural transformations.
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