Synthesis of crafts in advertising signs in the historical centers of cities

The role and significance of traditional crafts, such as blacksmithing, carving, artistic ceramics and monumental painting, in the creation of advertising signs in historic city centers is explored. It is analyzed how these crafts form the visual identity of the urban space, contributing to the preservation of cultural heritage and the authentic atmosphere of the old quarters. Special attention is paid to the influence of craft traditions on the aesthetics and functionality of signs, as well as their combination with modern requirements for design and urban planning. The preservation of craft traditions in Ukraine is the milestone that makes our higher art institutions often unique. However, the realities of the modern economic market often pose questions to graduates that are difficult to find answers to. Emphasis is placed on the requirements for integration competencies of students. The transformation of crafts in the creation of modern signs can meet the requirements of the market. At the heart of the problem are new approaches to learning, where the development of creative thinking, practical skills and the ability to work in interdisciplinary environments become important. The traditions of crafts in the advertising signs of the historical centers of the cities reflect the rich cultural heritage that has shaped the visual identity of the urban space for centuries. Craft traditions such as blacksmithing, woodcarving, stone carving, artistic ceramics and painting influenced the design of signs, which not only functioned as advertising, but also became part of the cities' architectural and cultural heritage. These signs have become a kind of symbol and style of historical districts, reflecting the artistic traditions of each region. Challenges related to the adaptation of crafts to new technologies and trends in the urban space are considered, emphasizing the importance of maintaining a balance between authenticity and innovation in the modern context of the development of historic city centers.