Sources of Identity: Ukrainian Naive in Modern Graphic and Interspecies Design

The aim of the article is to analyse theoretical studies of naive art in Ukraine and implemented design solutions; to study patterns, possibilities and effective methods of designers’ appeal to the creative work of naive artists; to formulate recommendation conclusions on the development of this type of design practice. Research methods. The empirical method, the method of analysis and synthesis are applied. Scientific and journalistic materials on the study of Ukrainian naive art and its use in modern design practice are analysed. The source base is made up of Ukrainian graphic and interspecies design projects created over the past 10 years. Scientific novelty. For the first time, this article organises and systematises examples of modern Ukrainian design with Ukrainian identity, which is transmitted through the appeal to the Ukrainian naive artists’ creativity. In this work, peculiarities are analysed and two basic approaches are identified, such as direct quoting and creation of unique visuality based on the stylisation of the artist’s style. An example of compiling the artistic style of several masters in one project is demonstrated, and the greater effectiveness of this approach compared to direct quotating of recognisable images created by artists are pictured. As a result, the methodology and project stages of the designer’s work on the author’s product with a Ukrainian identity based on the rethinking of the naive art heritage are defined. Conclusions. Over the past 10 years, the heritage of Ukrainian naive art has not only taken its place as a full-fledged component of the Ukrainian art formation, but has also become an object of appeal for designers who want to create projects with Ukrainian identity. In the course of this study, it is found out that for this purpose designers should turn to the work of those naive artists who lived in the rural area and reproduced the traditional way of life and culture in their paintings; whose works are as authentic as possible, childishly direct, but at the same time decorative, figurative and which provide a basis for stylisation by modern specialists; are publicly known. When addressing little-known naive artists, new project must be accompanied by a communication campaign about a certain naive artist. The most relevant approach is to refer to the naive artists’ creativity not by direct quoting their works or fragments, but only by studying their methods and creating a unique authorial image based on the synthesis of different artists’ techniques. This will definitely avoid, firstly, controversial issues with copyright and intellectual property, and secondly, with similarity to already created projects.