Trademark Development (Compositional Techniques of Creating a Trademark)
The purpose of this study is to consider techniques of creating trademarks and examine the main
aspects of the composition of combined brand names. Compositional features of logos are considered
separately. Various graphic elements of the creation of trademark, and the most common stylistic and
compositional techniques for creating trademarks, as well as the use of dominants in logos and brand
names are analyzed. The dominant and its location in trademarks are investigated, and the means of
highlighting the dominant in trademarks are analyzed. The theme and style are considered as the key
concepts of a company’s aesthetic strategy.
The purpose of this study is to analyze the creation of composition in the development of trademarks
and the role of the dominant. The provisions of the study are of methodological value when choosing
compositional techniques of creating trademarks, as well as researching the dominant in trademarks
in graphic design.
Author's Name: E.E. Nemtchinova, Tatiana Stanislavovna Bastrykina, Daria Yurievna Ermilova, Nadezhda Borisovna Lyakhova and Nina Viktorovna Dmitrieva