Rebranding of Tsytsin Main Moscow Botanical Garden

The theme of the visual research is “The symbolism of plants and flowers in art”. It was chosen as a part of diploma project “The rebranding of the main Moscow botanical garden”. Rebranding project is based on a research of unique visual code. The main question that the author answers through the study — why do artists use the symbol of flowers and plants in their works? How is it possible that the image of the same flower looks different from one author to another? To answer these questions, the material in the study was structured by the different symbols reflected by flowers. There are the following parts of the study: religious symbolism, life and death, fertility, sexuality, decorativeness, flowers as an experiment and pacifism. It should be noted that not all possible flowers’ symbols are presented in the work. The structure was formed from the most significant works in art history. Analyzing the field of symbolism, it is important to understand that idea of the artist will influence on technique and materials. The artists not only reflect reality but depict the world through their own prism. An analysis of authors’ biographies helped to understand why the image of flowers looks exactly the way it is and carries a certain meaning. As one of the research results is summary of enormous number of works with flowers and plants: still lifes, landscapes, religious painting, portraits - everywhere we will be greeted by a flower. The presence of so many flower images in the history of art cannot be called accidental. Some authors used flowers as a decorative element to reveal the main theme of the work. Others, as a way to speak with their contemporaries using a specific flower symbol. Other authors took flowers as a material for expressing themselves, their feelings and emotions. Thus, studying the symbolism of plants and flowers in art, represent the development of artistic styles. The link between the author's idea, artistic technique and the result of the work is valuable for understanding how the artist's unique style was formed. The research findings will be useful for the development of the identity of the Botanical Garden. Artists' past experience in using flowers as a symbol will help to find a unique graphic language. The diploma project is relevant due to the need to update the visual communication of the cultural institute. The main objective of the rebranding is to form a persistent image of the uniqueness of the botanical garden, understanding the extensive scientific activity behind the formation of the garden's collection.