Identity Design - Method of Generating Cultural Sustainability of Creative Industries Products

Creative industries, those industries structured around the cultural creativity - individuality - prototype system, are built based on the need for added value of the product. This concept of valued identity may be, when considering a creative industry, the paradigm of an identity of the product concept, of the brand or an ethnical, national identity of the trademark. Decoding product concepts at object level is very important in the context of cultural sustainability of creative industries because it enables knowledge of the semantic and graphic construction and of the general stylistic expression of the product through the analysis of visual semiotics and symbolic items. To establish the place of this type of research in design taxonomy, a synthesis of the European design knowledge map over the last four decades will be presented. In this context the paper proposes to present a method of identity design that focuses on sustainable use of cultural instruments. Identity design, as generative method of the originality of the culturally sustainable design concept, is defined by the complexity of cultural items and visual archetypes that transcend the primary message and reveal, through symbolic qualities of visual language elements and artistic techniques, an entire characteristic universe. Theoretical and experimental data of the method applied in fashion design are presented.