The impact of globalisation on innovative practices and stylistic solutions in graphic design in the professional activities of designers

The aim of the article was to analyse the impact of globalisation on the development of contemporary graphic design and the formation of the professional and cultural identity of designers. The research was aimed at identifying the opportunities and risks arising from global changes in visual culture, the technological environment, and the educational process, as well as developing approaches to preserving national identity in the context of integration into the global design space. The study focused on analysing the positive aspects of globalisation processes, in particular the expansion of access to the latest information technologies, the exchange of experience, and integration into the international professional environment. At the same time, a number of challenges for the cultural context were outlined, in particular the risk of standardisation of visual solutions, loss of local identity and devaluation of national traditions. The article identified ways and methods of preserving uniqueness in the creation of graphic design products that contained a design component, as well as the importance of supporting Ukrainian culture as a carrier of deep historical and symbolic connections. Particular attention was paid to finding ways to support and revive the cultural diversity of Ukrainian design in a globalised world and the leading role of the designer as an agent of cultural influence. An analysis of the logos of the Silpo, ATB, McDonald’s and Apple brands showed that globalisation had significantly influenced the stylistic solutions of graphic design, leading to the unification and minimisation of visual forms; a focus on universality and intercultural comprehensibility; adaptability to digital and multimedia environments; and a balance between global standards and local identity (especially for national brands). The style of modern logos reflected the transformation of the designer’s professional activity in a globalised visual space, where innovation was combined with functionality and strategic communication. Thus, studying the impact of globalisation processes on graphic design has become not only theoretically significant, but also practically necessary for the formation of competitive specialists in the field of graphic design