Corporative identity as an instrument of positioning the cultural centers of Moscow

The desire to raise the profile of cultural institutions in the eyes of society and increase its popularity dictates the need to enhance communication. In this context, it is becoming increasingly important to work on the formation of public opinion and a positive image of each individual cultural institution. The article considers the possibilities of the development and implementation of corporate identity and visual identity as an effective instrument to promote the activities of modern cultural centers in the media space of Moscow under the conditions of information asymmetry. The author of the article comes to the conclusion that creation of positive reputation of cultural institutions by building a strong corporate style may become a notable informational occasion in the media of the mega city and enhance self-identification and sustainable development of cultural institutions. In addition, the article describes the basic components and elements of corporate identity for contemporary cultural centers of Moscow. The author reveals the concept of «corporate identity», notes the main stages of its development, the key visual identifiers that must be taken into consideration in the development of the brand book - the final product of the corporate identity development in the context of repositioning the image and re-profiling traditional cultural institutions into modern cultural centers.