THE USE OF ORNAMENTAL MOTIFS IN THE MODERN IDENTITY OF UKRAINIAN CITIES

Abstract

The article examines the use of ornamental motifs in the modern identity of Ukrainian cities and their connection with the history, culture and traditions of the territory. The role of urban identity as a tool for forming a recognizable visual image and a carrier of cultural meanings is analyzed. On the example of the identity systems of the cities of Rivne, Chernivtsi, Ivano-Frankivsk and Rakhiv district created recently. It is shown how traditional ornamental motifs are reinterpreted in modern urban branding, combining cultural authenticity with a relevant visual language.
The purpose. The purpose of the study is to investigate the use of ornamental motifs in the modern identity of Ukrainian cities, identify the principles of their use, compare the approaches of different regions, and analyze the influence of traditional elements on the formation of a recognizable visual image of the urban environment.
Methodology. The study used comparative and descriptive analysis, the definition method, as well as the analysis of documents and brand books to study the principles of using ornamental motifs in modern urban identity.
Results. The study showed that traditional Ukrainian ornaments successfully adapt to modern identity, forming a recognizable visual image through geometry, rhythm and repetition. The analysis of Rivne, Chernivtsi, Ivano-Frankivsk and Rakhiv regions showed common trends – the use of red on white, the combination of ornaments with historical symbols and the concentration of similar identities in western Ukraine.
Scientific novelty. The scientific novelty of the study lies in a comprehensive review of modern developments of territorial identities of Ukrainian cities with an emphasis on ornamental motifs. Previously, such systematic comparisons and analysis of the principles of using traditional ornaments in urban branding were not carried out. The study allows us to trace the patterns of combining historical symbols and modern graphic language and to identify regional features of the formation of a recognizable urban image.
The practical significance lies in the possibility of applying its results in developing the identity of Ukrainian cities and using ornamental motifs in visual communications.