In today’s world the role of the logo can even fade into insignificance. The internet, interactive television, mobile technology – all this creates common informational space, where the modern brand is necessarily present. All these technologies make it possible to surround the consumer with brand attributes for a long time, and the visibility of the service or product provided is often even higher than the recognition of its logo. That’s why task of modern designers is not so much in creation of a system of visual identification.