Modification of media’s visual identity as a response to the war in Ukraine. An exploratory study

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Authors
Jupowicz-Ginalska, Anna
Harms, Bianca
Samelova, Anna
Dudziak-Kisio, Martyna
Maijanen, Palvi
Anton, Anca
Will, Andreas
Zakrzewska, Emilia
Matei, Antonia
Anghel, Gheorghe
Monograph
Discourses of War and Peace. 21st century perspectives
Monograph (alternative title)
Editor
Ilie, Cornelia
Date
2026-04-14
Place of publication
Publisher
John Benjamins Publishing Company
Journal title
Pragmatics & Beyond New Series
Discourses of War and Peace
Volume
Pages
278-316
DOI
ISSN
0922-842X
ISBN
9789027234322
eISBN
9789027243836
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Weblink
https://benjamins.com/catalog/pbns.355.10jup
Access date
2026-04-27
Remarks
Abstract PL
Abstract EN
We examine how European media responded to the Russian invasion of Ukraine through visual identity changes. Using visual discourse and communication theories, we analysed 76 logo modifications in six countries: Finland, Germany, Poland, Romania, Slovakia, and the Netherlands. A cross-national comparison revealed significant differences in the scale, type, and duration of changes. Media in former Eastern Bloc countries showed the strongest visual solidarity, while Northern and Western European media used more restrained strategies, reflecting different historical contexts. Modifications included Ukrainian colours, solidarity slogans, and design adjustments. Though mostly temporary, these symbolic actions turned branding into civic engagement and reinforced shared values. This study contributes to media research by framing logo changes as visual discourse and symbolic communication in times of conflict.
Abstract other
Keywords PL
Keywords EN
media visual identity
visual discourse
visual communication strategies
logo modification
corporate branding
war in Ukraine
symbolic solidarity
media CSR
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Sustainable Development Goals
SDG 16. Peace, Justice and Strong Institutions
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Organisational Unit
Wydział Nauk Społecznych, Instytut Nauk Społecznych
URI
https://share.swps.edu.pl/handle/swps/2317
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closedaccess
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Acquisition Date20.10.2022
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Acquisition Date20.10.2022