Design and contemporary project culture

General trends in the development of modern design as a form of transmitting socio-cultural codes and a way of integrating a person into the innovative world of the new technological order have been identified and systematized, in which two socio-cultural trends can be traced: a change in the human communicative environment due to an increase in the number of visually perceived objects and the emergence of a new visual culture that changes a person. It has been established that design graphics is a means of mass communication, as a subsystem of project culture, a communicative semiotic phenomenon, a universal information-synergetic system that carries out communicative-cognitive processes of exchange, storage, development and transmission of cultural values of society. The role of a graphic designer as an intellectual-conceptualist in creating an advertising image of the created products and ways of conveying vivid impressions about them, which determines his communicative competence, has been determined. It has been revealed that the functional field of modern advertising design covers a number of new functions generated by the new time. It has been established that since the end of the 20th century new communication technologies have been developing in the project culture, united by the concept of a brand. For an advertising designer, a brand acts as an integrative project model, a long-term strategy for developing an advertising image, within the framework of which the design concept of a thing and its product characteristics are linked into a single system. The constructive elements of branding and its project typology have been identified.