Branding of the Museum of Novgorod Identity in Veliky Novgorod

The research and graduate work are dedicated to Novgorod and its identity. Veliky Novgorod has long lost its political influence, which happened back in the Middle Ages. But this did not become a negative event in the life of the city: then it took a completely different path. The allegorical cultural layer that the city has now, like the physical cultural layer at the Trinity excavation site, is unique and original. The culture of the city with its antiquity, religion and traditions has become one big reason for the existence of this place. The cultural identity of Novgorod itself, which includes a huge number of symbols and codes, strongly influences its visual image and, of course, the identity of its citizens. Through images, the city communicates with residents, conveys to them the snapshots of time and gives them memories. From photographs, personal and found by the author in the archive, as well as early research and interviews with Novgorodians, we can conclude that Novgorod can be viewed differently. Everyone finds for themselves and carries through life the meanings that exist in the city. After all, for some it is an unfamiliar ancient city with someone else’s history, for others it is home and life, for others it is memories. Through different eras of its existence, Novgorod carries symbols that seem indestructible and obvious: they resonate in architecture, nature, people, myths. For many Novgorodians, these images are part of themselves.