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« 2024. # 3 (177)

The Ethnology Notebooks. 2024. № 3 (177), 605—616

UDK 7.012:727.7:7.045+745:069.013(477)(045)”20″

DOI https://doi.org/10.15407/nz2024.03.605

CORPORATE IDENITITY OF THE UKRAINIAN MUSEUMS IN THE VISUAL SPACE OF MODERN MUSEUM ACTIVITY

KUSHNIR Vitalii

  • ORCID ID: https://orcid.org/0000-0001-8809-0108
  • Candidate of Historical Sciences,
  • Senior Research Fellow,
  • Museum of Ethnography and Art Crafts at the Institute of Ethnology of the National Academy of Sciences of Ukraine,
  • Svobody ave., 15, Lviv, 79000, Ukraine,
  • Contacts: e-mail: vitaliy_val@ukr.net

Abstract. The complex of means by which museums seek to convey their «message» to the audience — informative, meaningful and valuable — can be defined as a museum language, the core of which is the visual component. The latter is formed not only by the museum exposition itself, but also by several other components which are in complex interaction with each other. The immediate visual space of a particular museum is part of its wider «virtual visuality», which exists in the space of social and modern telecommunications.

The purpose of the work is to characterize the newest corporate identity of Ukrainian museums, as well as to determine its place and role in the wide space of modern museum visuality.

The chronological framework of the work mainly covers the last few years, during which the identity of Ukrainian museums began to undergo rapid transformations. The research also required short retrospective excursions into the history of the museum business.

Conclusions. Museum expositions are the backbone of the visual component of the museum space. Their creation can be considered as a syncretic artistic genre in which the visual component is of key importance. At the same time, the visual dimension of the museum exhibition itself is an integral part of the wider space of museum visuality, it exists in a complex relationship with museum architecture and museum territories. In turn, the immediate visual space of a specific museum, including the architectural dimension, is part of its «virtual visuality», which is formed by the museum corporate identity and the virtual (informational) component of the museum’s functioning. Today, the creators of the newest Ukrainian museums corporate identity try to modernize the main visual signs of museum institutions stylistically, turning to specialists for this. Another characteristic point is the intention to give the identity a symbolic meaning. Ukrainian museums’ interpretation of their corporate identity is characterized by emphasis on its orientation towards a wider range of visitors, an appeal to the youth, stressing the element of creativity, as well as the connection with Ukrainian heritage, Ukrainian national elements in both the physical and virtual cultural landscape.

The research methodology is based on the complex of a number of principles and methods of museology and historical research, in particular, the comparative method, the principle of historicism, as well as art analysis, primarily visual and formal-stylistic. To achieve the stated objective, source-study, and the method of systematization of obtained data and results were also implemented.

Keywords: museum, museology, museum visuality, museum architecture, museum corporate identity.

Received 3.06.2024

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