FORMATION OF THE CITY LOGO IN THE CONTEXT OF SYMBOLIC CONTENT OF THE GRAPHICS

Текст статьи не публикуется в открытом доступе в соответствии с политикой журнала.The article deals with the classification of signs, the history of the development of the sign, the heraldic symbol and logo, the difference between the usual logo and the city logo. Logos of cities and territories (examples), use of natural motifs, use of cultural motifs, use of state motives, use of tourist motifs, use of font compositions, research on Yeniseisk. The logo is an index sign and is applicable to a particular application. A logo as an element of a marketing strategy can become, on the one hand, a part of a symbol, which means an image, on the other hand it can include an iconic component that, in its execution, is an image that is a generalization of the direction of activity. In fact, logos have “the same function as the emblems, national flags and emblems: they symbolize collective identity and purpose”. The difference between the logo of the territory and the commercial logo. The city's logo is a small-format text. The trade mark logo is the original word mark. Considering natural, cultural, state, tourist and font symbolic structures, it is pos-sible to create a whole image that includes all the structures of the branded territory. Based on the studied materials on Yeniseysk, cultural, tourist, and natural approaches were iden-tified. From cultural approaches, one can distinguish symbolic symbols such as fish, furs, shipbuilding, which are associated with craft, and with one of the leading cities in Russia, which is more perspec-tive-oriented. Tourist part has two characteristics: first, as a historical, revealing the essence of Russian architecture, and secondly, the modern construction of reconstructed buildings, as well as modern museums. Natural sights are an integral part of Yeniseysk on the one hand, on the other hand this op-tion is oriented to the future in the development of tourism