Visual-graphic complex of museum as structural subdivision of university

The article considers the typology of museum complexes and the dependence of visual-graphic museum complexes on their thematic scope and activities. The work reveals the relevance of the visual identification of museum institutions, including university museum complexes. It analyzes the analogues of corporate styles of Russian and foreign museums and establishes their design features. It specifies the essential characteristics of the concepts "cultural object" and "museum". The authors formulate the specifics of designing a visual-graphic complex of a university museum as a structural subdivision. They determine the tasks of designing a visual-graphic complex of a university museum. The defining role of the logo was revealed when creating the corporate style and the visual-graphic complex of the university museum. The article shows the influence of the quality of the visual-graphic complex of the university and its museum on the creation of a positive university image among the target audience.