THE ROLE OF SYMBOLS IN THE FORMATION OF TRADEMARKS

Abstract

The article draws attention to the need to investigate the issue of trademark symbolism, in particular the role of symbols in their formation. It is emphasized that symbolization promotes expression of artistic image and achievement of functionality of a sign. It is stated that as a result of compositional and artistic-figurative interaction of stylistics and symbolism, visual expressiveness, harmony of a trademark, its qualitative characteristics are formed. Emphasis is placed on the meaning of the trademark composition, its categories are specified: artistic image, tectonics and compositional structure. Attention is drawn to the oppositional nature of trademark symbols and stylistics. It is concluded that the study of the components of the harmony of trademarks makes it possible to determine the features of their figurative-symbolic content and to identify the modern stylistic tendencies of the formation of the visual environment.