摘要：The article considers problems of innovative practices of building visual communication in higher education. In the theoretical part of the article, the authors’ model of university brand identity and a model of university logo identity are proposed. The research part presents the initial analysis results of the graphic design of university logos and the data on 80 logos comparative analysis, performed according to the color, font, symbol, shape criteria. Based on the results of the study, comparative analysis of the identified trends in formation of logos of Russian and foreign universities was conducted.
