摘要：This article introduces a new concept of ‘temporary identification style of urban areas’ into design terminology and thoroughly considers the features of the term ‘city identification style’ and related concepts. Such types of identification style as the temporary style of an event and the permanent style of a place are analysed. Both of the concepts are considered on the example of the city of Kazan, as in 2017 Kazan has applied for World Design Capital (WDC) status. Different identification style elements expressed in the means of visual communication within the urban environment were systematised, such as art objects, small architectural forms, banners, signboards, flags, and unique landscaping. The city’s temporary identification style creation and implementation principles were developed. Thereby, each concept corresponds to one of the principles formulated, as follows: urban space refers to the principle of actualisation and temporary thematic renewal of the external appearance of the urban environment; urban infrastructure – to the principle of harmonising the city’s subject-spatial environment; cultural life – to the principle of public involvement in creating the urban environment image; the sphere of urban governance and social partnership – to the principle of city management and development through design; informing and information promoting is the principle of implementing design into everyday life.
