Navigation of the Public Space "Lenpoligrafmash"

This visual research considers the navigation system as a full-fledged element of corporate identity. The hypothesis of the study is that navigation has not only a functional, but also an emotional character, is influenced by the target audience, brand identity, positioning, as well as its type of activity. The main purpose of the research is to prove the hypothesis by comparing the navigation materials of the most popular points of St. Petersburg with the identity of the brands related to them. As a result, the hypothesis was proved. Modern navigation really has the same connection with the "brand field", specifically values, brand audience, mission and history. Navigation, just like social networks, websites, stands, merch and other physical attributes of identity, does not just perform a function, but carries an emotion.