TYPOLOGY OF SIGNS IN THE CONTEXT OF VISUAL BRANDING: VALID AND FALSE

Abstract

The article explores the issue of terminological confusion within visual branding and identity. The author analyzes the origins of "false" approaches to sign classification, which stem from difficulties in adapting English professional lexicon. The paper proposes a scientifically grounded typology based on the distinction between "logotype," "brand mark," and "emblem." The role of clear methodology in training future brand designers for the conscious application of visual identity tools is defined. The article offers practical recommendations for unifying terminology within the domestic professional environment to align with global design standards. Systematization of professional vocabulary in accordance with this typology is a necessary condition for the integration of Ukrainian design into the global context without loss of substantive accuracy.