ANALYSIS OF THE ARTISTIC AND FIGURATIVE LANGUAGE OF UKRAINIAN POSTAGE STAMPS DEDICATED TO THE OLYMPIC GAMES

Abstract

The article is devoted to a comprehensive art history analysis of the artistic and figurative language of Ukrainian Olympic-themed postage stamps. The research aims to identify the development of stylistic techniques, compositional solutions, and means of visual communication in domestic Olympic philately during the 1992–2026 period. The study analyzes the shift in the functional purpose of the stamp: from a sign of postage payment to a complex semiotic construct that actively participates in building the national brand and ensures Ukraine’s cultural presence on the world stage. The work employs a combination of art history, semiotic, and design-analytical approaches. It is established that the Olympic stamp has progressed from traditional graphic techniques to modern digital art. Three key stages of this advancement are identified. The first stage (1992–1995) is characterized by watercolor softness and the search for national visual markers. The second stage (1996–2004) is marked by the transition to an independent production base (Polygraph Combine “Ukraina”) and the works of V. Lesniak, S. Minenko, and O. Shtanko, where poster-style expression, sharp angles, and photorealism dominated. The third, contemporary stage, is defined by the dominance of digital technologies and striking printing solutions (foil stamping, holography) in the works of V. Taran, S. and O. Kharuk, and M. Kuts. The research confirms that the modern Olympic stamp of Ukraine has transformed into a high-tech art object that combines the functions of a historical chronicle and a media platform for international cultural interaction. The shift in the artistic paradigm toward digital minimalism and the implementation of sophisticated technical security measures ensure the competitiveness of national philately in the global market. The renewal of the visual language is of key importance for forming a positive image of the state and retransmitting national ideas through sporting themes.