A systematic approach to branding the environment-events (on the example of Novosibirsk)

Abstract

The  article is devoted to methodological aspects of territorial branding of the event envi ronment. The object of the research is the event evens held in the city of Novosibirsk in the aspect of the formation of its visual identity. Based on a retrospective analysis of the experience of symbolic events: the “Interra” International Youth Forum and “City Day” celebrations, methodological approaches and principles of their branding have been indentified. On the example of the city Novosibirsk, the role and importance of a  systematic approach in the formation of the principle of continuity of the artistic concept of the brand are established.