CORPORATE STYLE AND IMAGE BUILDING OF HOTEL INDUSTRY COMPANIES IN THE CITY OF LVIV
Abstract
Within this article, the importance of corporate style in building the image of enterprises in the hotel industry is considered. The relevance of the chosen topic lies in the constant need for new solutions in promoting policy hospitality establishments. The study included a comparative analysis of accommodation facilities within Lviv to study the trends of identity and visual communication in the Ukrainian hotel industry. To achieve the goal and fulfill the tasks, general scientific methods were used: comparison, monitoring, and generalization. Comparative analysis of the logos of Lviv hotels demonstrated that there is a certain dependence between the choice of visual identity and the architectural style of the buildings, the time and place of their construction. This emphasizes the conceptual connection between all elements that manifest the visual identity of the hotel. Also, in the process of research, there were noticeable differences between groups of hotels by star categories and their approach to defining corporate colors. Hotels of higher categories more often use pastel shades. Establishments of lesser stardom more often allow the use of bright colors, which often signals their affordability and sometimes conceptuality. In general, the most popular color palettes are beige-brown, black-white, and gold. The choice of beige-brown colors is a confirmation of the influence of architectural principles. Such a range broadcasts an atmosphere of coziness and comfort. The gold logo is not often found among corporate colors in other industries. The frequency of its use is a certain feature of the hotel industry. The restrained black and white range is used to demonstrate belonging to the latest and fashionable trends. It is the color, font, and graphic symbol and it's the combination that conveys information about the positioning of the hotel industry, which contributes to building the hotel's image. The obtained conclusions confirm the communicative function of corporate style and its influence on the image of enterprises in the hotel industry. The results of this study can be taken into account by designers and marketers working on the development of the corporate style of the accommodation facility. Some materials have prospects for use in the training of specialists in the hotel and restaurant business.
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