FONT AS A MEANS OF CREATING AN AUTHENTIC VISUAL IMAGE

Abstract

The purpose of the article is a systematic, scientific, and analytical understanding of the font as a visual code of
the nation in the context of modern graphic culture, as well as identifying semiotic, culturological, and designcommunicative
mechanisms of its functioning.
Research methodology. The study is based on an interdisciplinary approach that combines art history,
culturological, semiotic, and design-analytical analysis. The methodological framework is determined by the principles
of structural analysis of visual codes, content analysis of font forms, as well as hermeneutic interpretation of visual
messages in the national communication context.
Results. It was found that modern Ukrainian fonts are a component of the visual code of the nation, which
transforms historical and ethnic narratives into modern graphic forms. A comparison of Ukrainian local fonts was made.
The functioning of fonts in cultural and social communication was analyzed, which contributes to the strengthening of
national identity.
Scientific novelty. A comprehensive interdisciplinary approach to the analysis of fonts as a visual code of the
nation, with an emphasis on semiotics and culturology, is proposed; three key functions are identified that Ukrainian
typography implements as a visual code of the nation.
Practical significance. The practical significance of this research is that its results provide a comparison of
Ukrainian local fonts, which can serve as a methodological guide for designers when creating visual communications
with a national cultural context. The data obtained will contribute to improving the identity of cultural institutions, state
projects, and brands that require an authentic visual image.