REPRESENTATION OF THE WILL, HEROISM AND BRAVERY VALUES IN GRAPHIC DESIGN PROJECTS OF CONTEMPORARY UKRAINE

The article reveals the component of the spiritual and mental level of the socio-cultural identity project model in graphic design, namely the most fundamental values of the Ukrainian mentality – will, heroism, and courage. These values are substantiated by historical research and the results of current surveys of Ukrainians. Examples of graphic design projects of the last 5-7 years show that designers refer to these values as a meaningful concept. In addition, they demonstrate will and heroism through visual techniques (such as composition, stylization, fonts, color), as well as the sign system. Among the most common signs are the national colors, transformed but recognizable forms of the trident, the Cossack character, and the military camouflage «pixel». The representation of the values of the Ukrainian mentality in graphic design resonates with the current social reality, which increases the effectiveness of visual communication. In addition, such projects broadcast Ukrainian identity to the international space and present a unique culture.