Graphic design in cultural tourism as a tool for representing historical heritage
Students Name: Smachylo Yaroslava Mykolaivna
Qualification Level: magister
Speciality: Design
Institute: Institute of Architecture and Design
Mode of Study: full
Academic Year: 2025-2026 н.р.
Language of Defence: ukrainian
Abstract: The master’s thesis is presented on 111 pages, contains 5 chapters, 56 illustrations, and 42 references in the bibliography list. The master’s qualification thesis is devoted to exploring the role of graphic design in the field of cultural tourism and its significance for representing objects of historical and cultural heritage. The research provides a comprehensive analysis of the theoretical foundations of visual identity formation and examines contemporary approaches, tools, and methods used in the promotion of cultural landmarks. The first chapter analyzes the state of scientific research on the topic, the methodological basis of the study, and the conceptual principles of visual identity within a cultural and tourism context. The chapter also examines the relationship between graphic design and sociocultural processes and defines the role of historical symbols, heraldry, and visual codes in the representation of heritage. The second chapter focuses on cultural and historical monuments as carriers of local identity. It explores the importance of architectural landmarks in shaping collective memory, increasing territorial attractiveness, and influencing the public image of a region. Ukrainian and international practices of visual communication in the representation of heritage sites are reviewed. The third chapter outlines the structure and principles of developing visual identity for cultural objects. A semiotic, iconographic, and ethical analysis of cultural symbols is presented. The chapter also identifies key principles and guidelines for creating visual identity for historical and cultural landmarks within the sphere of cultural tourism. 7 The fourth chapter presents the practical part of the project – the development of a visual identity for the Berezhany Castle. The design concept is based on an analysis of historical sources, symbolic elements, and architectural features. Each graphic component of the logo is carefully grounded in the castle’s cultural and historical context, ensuring meaningful visual representation. Keywords: graphic design, visual identity, cultural heritage, cultural tourism, historical landmarks, castles, place branding, heraldry, Berezhany Castle.