Local artistic style formation in urban environment design

The article presents the corporate style as leading project method in design XXth century and its use of urban environment form a local architectural artistic ensemble. It has become widespread organization pedestrian streets centers means stylistic harmonization diverse buildings increasing expressiveness spatial striking example is reconstruction Nikolayviertel Berlin his development into territorial brand. At same time, graphic, accompaniment brand became logical continuation style, embedded context, enhancing imaginative component general «positive». modern post-industrial society brings with it changes that have affected aesthetic qualities environment. Instead an «open-air museum» clearly organized historical exposition, visitor offered «settled» little shabby «shabby chic» picturesque green corners cafes restaurants.