Creative approaches in making objects of identification for Ukrainian companies
DOI: https://doi.org/10.3846/cs.2025.17080Abstract
The article is devoted to the study of creative approaches of design and advertising specialists in creating logos and trademarks of the companies of Ukraine, other countries of Europe, North America, and the East Asia, that have been successfully operating in the market for at least ten years. Examples of font and image solutions aimed at solving a set of problems have been considered: brand identification among others, product or service advertising, forming the visual image of the company in the consumer’s mind. The authors believe that the environment of visual signs and messages is a system of various human impressions, indications of needs, and ways to meet them, which requires a “creator”, endowed with the gift of intuitive insight into the pictorial essence of things, needs and phenomena and able to convince consumer in the understanding of their image. Logos of various global companies (manufacturers of food, industrial, pharmaceutical products, service companies and others) are classified into eight groups by structural and compositional characteristics. Based on the analysis of market positioning of companies and their communication strategies, the authors conclude that the basis for identifying the creative component in the development of brand identity is the relationship between production processes and positioning of goods (services) and the sensory-emotional sphere of the consumer.
Keywords:
creativity, image and graphics, logo, trademark, Ukrainian market, visual communicationHow to Cite
Share
License
Copyright (c) 2025 The Author(s). Published by Vilnius Gediminas Technical University.
This work is licensed under a Creative Commons Attribution 4.0 International License.
References
Apothekeverband. (2025). Über den Apothekerverband [About Pharmacists’ Association – an interest group with a 160-year tradition]. https://www.apothekerverband.at/der-apothekerverband/ueber-den-apothekerverband
Apple. (2025). Apple. https://www.apple.com/
Bembi. (2025). Bembi. https://shop.bembi.ua/
Berliner Philharmoniker. (2025). The Berliner Philharmoniker. https://www.berliner-philharmoniker.de/en/about-us/orchestra/
Bezsonova, L. M. (2011). Morfolohiya lohotypa v systemi identyfikatsiynoyi znakovoyi hrafiky. Visnyk KHDADM, 3, 4–7.
Biblioteka metodychnykh materialiv. (2025). Material: istoriya kurortu “Bukovel’” [Material: history of the resort “Bukovel”]. https://vseosvita.ua/library/z-istorii-viniknenna-kurortu-bukovel-505445.html
Bistryakova, V. N., Osypchuk, M. V., & Osadcha, A. M. (2017). Lohotyp u reklami [Logo in advertising]. Yevropeys’ki perspektyvy, 1, 160–166.
Blest. (2025). Blest. https://blest.ua/
BrandCoast. (2025). Branding sieci sklepów Stokrotka Express [Branding of the Stokrotka Express chain of stores]. https://brandcoast.pl/realizacje/branding-sieci-sklepow-stokrotka-express/
Bruce. (1994–2024). Welcome to the website of “Bruce”! https://brus.com.ua/page.php?page=main&lang=en
Bukovel. (2025). Bukovel. https://bukovel.com/en
Buravs’ka, A. R. (2012). Struktura zobrazhal’nykh lohotypiv [Structure of pictorial logos]. Nauka i molod’. Prykladna seriya, 11–12, 184–187.
Chanel. (2025). Chanel. https://www.chanel.com/ww/
Christie’s. (2025). Christie’s. https://www.christies.com/
Chupa Chups. (2025). Chupa Chups. https://us.chupachups.com/
Danylenko, V. Y. (2003). Dyzayn [Design]. KHDADM.
Darnytsia. (2025). Darnytsia. https://darnytsia.ua/en
Delfi. (2020). Vilkyškių pieninė keičia prekių ženklą [Vilkyškių pieninė changes its brand]. https://www.delfi.lt/m360/naujausi-straipsniai/vilkyskiu-pienine-keicia-prekiu-zenkla-85237971
Dzintars. (2024). A legendary cosmetics brand from Latvia. https://dzintars.lv/about-us/
European Heritage Days. (2025). European heritage days. https://www.europeanheritagedays.com/
Eva.ua. (2025). Eva. https://eva.ua/ua/
Fandom. (2025). Fandom. https://www.fandom.com/
Farmak. (2025). Farmak. https://farmak.ua/en/about/
Frith, H. (2011). Unraveling the tale behind the Apple Logo. https://edition.cnn.com/2011/10/06/opinion/apple-logo
Gold Master. 2005–2025. Gold Master. https://gold-master.com.ua/
Gula, E. P. (2020). Sovremennyy graficheskiy dizayn: spetsifika integral’noy prirody tvorchestva [Modern graphic design: The specifics of the integral nature of creativity]. Art and Design: Nauchnyy professional’nyy zhurnal, 3, 25–33.
Interfax-Ukraine: Ukraine News Agency. (2024). Kyivstar TV movie and TV platform has changed its identity to celebrate its 5th Anniversary. https://en.interfax.com.ua/news/press-release/1031830.html
Intertop Fashionshop. (2025). Intertop fashionshop. https://intertop.com/
Karatayeva, M. V. (2011). Favykony yak semiotychni ta natsional’no-kul’turni pidkhody do brendynhu u virtual’nomu prostori [Favicons as semiotic and national and cultural approaches to branding in virtual space]. Linhvistyka XXI stolittya: novi doslidzhennya ta perspektyvy, 1, 172–183.
Kava zi L’vova. (2025). Kava zi L’vova. https://kavazilvova-shop.com.ua/
Kentucky Fried Chicken. (2025). KFC. https://global.kfc.com/
Kodak. (2025). Kodak. https://www.kodak.com/en/
Kodak Company. (2025). George Eastman. https://www.kodak.com/en/company/page/george-eastman-history/
Koloro. (2025). Develop a company (brand) logо. https://koloro.ua/en/services/develop-a-company-brand-logo/
Kulenko, M. Y. (2006). Osnovy hrafichnoho dyzaynu [Fundamentals of graphic design]. Kondor.
KUZ. (2025a). Pro KUZ. https://kuz.ua/ua/pro-kuz
KUZ. (2025b). Pure work and timeless classics. https://kuz.ua/en/novini/chistaya-rabota-vechnaya-klassika/
Kvochka. (2025). Kvochka. https://kvochka.ua/
Kyiv BKK. (2025). About brand. https://kyivbkk.com/en/aboutus/
Kyivmiskbud. (2025). Istoriya kompaniyi. https://kmb.ua/ua/about/history/
Kyivstar. (1997–2025). Kyivstar. https://kyivstar.ua/
Lesnyak, V. I. (2011). Graficheskiy dizayn (osnovnyye professii) [Graphic design. Fundamentals of the profession]. IndeksMarket.
Larena, D. (2021). How Salvador Dalí created the Chupa Chups logo. Eslogan: Marketing Magazine. https://en.esloganmagazine.com/salvador-dali-created-the-chupa-chups-logo/
Liu, J., Krotova, T., Yezhova, O., & Pashkevich, K. (2018). Traditional elements of Chinese culture in logo design. International Circular of Graphic Education and Research, 11, 66–74.
Maika.ua. (2006–2025). Maika.ua. https://maika.ua/
Mapemond. (2025). Logo unravel: The Nike swoosh. https://mapemond.com/logo-branding/
Michelin. (2025). Michelin. https://www.michelin.com/en/
Mida. (2024). Mida. https://mida.ua/about-us/
Mitsubishi.com. (2025). Mitsubishi mark. https://www.mitsubishi.com/en/profile/group/mark/
MMR. 2019. Kryla zminylysya u potyah: “Ukrzaliznytsya” onovyla lohotyp [Wings have changed on trains: “Ukrzaliznytsya” updated its logo]. https://mmr.ua/ru/show/ukrzaliznitsya_prezentuye_onovleniy_logotip
Morshynska. (2009–2025). Pokhodzhennya. https://www.morshynska.ua/about
Mystetskyi Arsenal. (2025). Veselka Publishing House. https://artarsenal.in.ua/en/arsenal/year-2019/uchasnyky/veselka-publishing-house/
Nasha Ryaba. (2025). Nasha Ryaba – ulyublena marka ukrayintsiv. https://ryaba.ua/about-ryaba/
Nestlé. (2020a). Evolution of the Nestlé Logo | Nestlé. https://www.nestle-cwa.com/en/aboutus/history/logoevolution
Nestlé. (2020b). Nestlé. https://www.nestle-cwa.com/en
Nike. (2025). Nike. https://www.nike.com/gb/
Obolon. (2025). History. https://obolon.ua/en/about/history
Ogilvy, D. (1985). Ogilvy on advertising. Vintage Books.
Orlen Lietuva. (2009). Akcinė bendrovė „Mažeikių nafta“ tapo akcine bendrove „Orlen Lietuva“. https://www.orlenlietuva.lt/LT/PressRelease/News/Puslapiai/Akcine-bendrove-Mazeikiu-nafta-tapo-Akcine-bendrove-ORLEN-Lietuva.aspx
Orlen Lietuva. (2025). Orlen Lietuva. https://www.orlenlietuva.lt/LT/Puslapiai/default.aspx
Prokopenko Law Company. (2020). We are selling. We provide. Our specialization. https://prp.ua/eng.html
Prudential. (2025). Making every year count. All 150. https://www.prudential.com/landing/150
Prudential: 150 Years. (2025). Evolution of the rock. https://view.ceros.com/prudential/prudential-150-years/p/1
Saint Laurent Productions. (2025). Saint Laurent productions. https://saintlaurentproductions.ysl.com/
Samsung. (2022). Samsung C&R. https://www.samsungcnt.com/eng/index.do
Shell. (2025). Our brand history. https://www.shell.com/who-we-are/our-history/our-brand-history.html
Shields, R. (2021). Christie’s isn’t just adopting NFTs as part of its digital transformation. https://www.adweek.com/brand-marketing/christies-isnt-just-adopting-nfts-as-part-of-its-digital-transformation/
Silpo. (2025). Silpo. https://silpo.ua/
Skliarenko, N. V., Gryshchenko, I. M., & Kolosnichenko, M. V. (2021). Symmetry in the visual communication design: Methods of dynamic image construction. Art and Design: Nauchnyy professional’nyy zhurnal, 3, 9–20. https://doi.org/10.30857/2617-0272.2021.3.1
Sova Jewelry House. (2025). Sova jewelry house. https://sovajewels.com/en/about/
Starbucks. (2025). Starbucks. https://www.starbucks.com/
Stokrotka. (2025). Stokrotka. https://stokrotka.pl/
Tango. (2025). TANGO jewellery – jewellery art born of passion. https://tangogold.com.ua/en/
Team Asobi. (2021). Team Asobi: We’re all about play! https://www.teamasobi.com/
The Coca-Cola Company. (2025). Our company. https://www.coca-colacompany.com/about-us
Ukraine International Airlines. (2008–2025). Ukraine International Airlines. https://www.fly.kiev.ua/ps.html
Ukrtelekom. (2010–2025). Ukrtelekom. https://ukrtelecom.ua/
Umanpivo. (1878–2025). About the brewery. https://umanpivo.ua/en/about-company.html
UZ. (2012). UZ. https://uz.gov.ua/en/
Versace. (2025). Versace. https://www.versace.com/lt/en/
Vilvi Group. (2021). Vilvi Group. https://vilvigroup.lt/
Vogue. (2025). Vogue. https://www.vogue.com/
Werkman, C. J. (1974). Trademarks: Their creation, psychology and perception. Longman.
Yaka. (2016–2021). Yaka. https://www.yaka.ua/en/about/
View article in other formats
Published
Issue
Section
Copyright
Copyright (c) 2025 The Author(s). Published by Vilnius Gediminas Technical University.
License
This work is licensed under a Creative Commons Attribution 4.0 International License.