Sweed, Yasmin Said; Ahmed, Amira Salah Elden; Ibrahim, Wafaa

doi:10.21608/pijad.2025.437617

"A graphic study of visual identity in contemporary art advertising media" (Downtown Contemporary Arts Festival)

Document Type : Original Article

Authors

Graphic Department, Faculty of Arts and Design, Pharos University, Alexandria, Egypt.

10.21608/pijad.2025.437617

Abstract

This research focuses on the study of visual identity in contemporary arts, with a particular emphasis on the “Downtown Contemporary Arts Festival” as a case study. The research highlights the importance of visual identity as a key tool in enhancing communication between artists and audiences, and its role in promoting contemporary arts on both local and international levels. It explores the history of contemporary art, its major styles and pioneers, and illustrates the distinctions between modern and contemporary art.
Additionally, the study examines the significance of graphic design in constructing a strong and cohesive visual identity that helps attract audiences and leave a lasting impression. It also sheds light on the challenges facing contemporary arts, such as the lack of effective advertising tools and the weak integration of visual identity within marketing strategies. The research aims to propose innovative design strategies to improve the festival’s visual identity, contributing to a distinctive visual experience that reflects its artistic and cultural values. Moreover, it seeks to support artists and enhance their engagement with diverse audiences and cultures.

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