Keywords: artistic brand design, symbolic concept, experiential concept, functional concept, national capacities, brand style.
Abstract
The artistic design of a brand is a conceptual process where the formation and presentation of a company’s image serve a marketing function targeted at a specific audience. In this context, the components of artistic design include the complex functions of idea generation and synthesis, development of a working concept, sketching, two- and three-dimensional graphic modeling, feasibility evaluation, and prototyping — all aimed at creating a stable and effective conceptual foundation for brand identity. This study presents an innovative methodology for the creation, development, and promotion of a brand within the framework of style formation, image creation, and consolidation. Based on the analysis of previous models and the integration of best practices, this approach delivers innovative solutions that align with current globalization trends.
Novelty
Taking into account the uniqueness of national culture, we propose an experiential-functional conceptual methodology for artistic brand design capable of addressing global challenges. This approach presents the brand through aesthetic and cognitive functions, aiming to meet both domestic and international market demands.
In the context of national brand internationalization, we propose an eclectic stylistic approach that combines national ornamentation with modern aesthetics, characterized by originality and refined style. Through this methodology, the processes of image creation and advancement contribute to national cultural recognition, the accumulation of technological potential, and the assimilation of international experience — thus ensuring the development of resilient national capacities capable of withstanding global challenges.
Conclusion
Within the framework of national capacity development, the following innovative solutions are proposed for artistic brand design:
- Enrich structural systems with asymmetrical compositions through symmetry disruption or decorative insertion while preserving traditional symmetrical elements.
- Integrate national ornaments — geometric or natural motifs — into design structures to give new expression to national culture.
- Create contrasting combinations of natural and modern materials to reinterpret national style, including the use of stone, marble, and organic glass structures.
- Introduce decorative contrasts reflecting national content into structural solutions to enhance the harmony and functionality of the final design.
The primary goal of "GITASTGH" is to renew and maximize the utilization of scientific research and educational potential by integrating the best national practices and aligning them with international standards.
