Visual and Verbal Elements of the Comprehensive Image Code as Important Components of Library Branding

The relevance of the article. The comprehensive image code of libraries integrates visual and verbal elements to create a holistic perception of the institution. The logo, colors, interior design and social media form the first impression, and the slogan, mission and tone of communication emphasize values and identity. Consistency of content increases trust, recognition and audience involvement, especially in the digital environment through interactivity and creativity. The purpose of the article is to analyze the visual and verbal elements of the comprehensive image code in library branding, as well as to identify methods of their integration to improve communication efficiency and form a unique image of the library. The methodology. To achieve the goal, a literature analysis was used (review of scientific works and publications devoted to the image and brand of libraries); case studies (brand analysis of four libraries, covering their visual and verbal elements); practical analysis: consideration of visual (logo, colors, interior, social networks) and verbal (slogan, content, tone of communication) components of the brand; comparative analysis (identification of successful branding practices). The results. The visual elements of the complex brand image code (logo, color scheme and interior design) were analyzed, which play a key role in forming the first impression of the library. The verbal elements of libraries (slogans, mission statement and tone of communication) were studied, which reinforce library values and contribute to establishing an emotional connection with the audience. Each library uses a unique set of visual and verbal elements that correspond to its mission and target audience. All institutions demonstrate the importance of integrating these elements to create a holistic brand that helps build trust among users. The scientific novelty. The novelty of this study lies in the comprehensive approach to studying the synergy between the visual and verbal components of library branding. Integrating various methodologies — in particular, case studies of famous libraries (for example, the Boston Public Library, the Berlin State Library, the Odesa National Scientific Library, and the Rosenheim Library) reveal effective practices for forming a single image code. The practical significance. The materials and conclusions of the study can be used to develop branding and image building of library institutions. Conclusions. The complex image code of a modern library is an effective tool for forming its brand through the integration of visual and verbal elements. Successful branding enhances audience recognition, engagement, and trust, contributing to the modernization of the library in the information society.