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In:Discourses of War and Peace: 21st century perspectives
Edited by Cornelia Ilie
[Pragmatics & Beyond New Series 355] 2026
► pp. 278–316

Modification of media’s visual identity as a response to the war in Ukraine

An exploratory study

ORCiD logo with link | University of Warsaw
ORCiD logo with link | NHL Stenden University of Applied Sciences
ORCiD logo with link | Comenius University in Bratislava
ORCiD logo with link | University of Warsaw
ORCiD logo with link | LUT University
ORCiD logo with link | University of Bucharest
ORCiD logo with link | TU Ilmenau
ORCiD logo with link | University of Warsaw
ORCiD logo with link | University of Bucharest
ORCiD logo with link | University of Bucharest
This content is being prepared for publication; it may be subject to changes.
Abstract
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.
Article outline
  • 1.Introduction
  • 2.Theoretical background
    • 2.1From visual discourse to visual communication
    • 2.2Corporate identity
  • 3.Methodology
    • 3.1Cross-country approach
    • 3.2Methods and research sample
      • 3.2.1Data section
  • 4.Results
    • 4.1Media categories: A quantitative qnalysis
    • 4.2Geographical reach: A quantitative analysis
    • 4.3Types of modifications: A quantitative-qualitative analysis
      • 4.3.1Colour schemes
      • 4.3.2Iconography
      • 4.3.3Slogans and taglines
      • 4.3.4Mixed modifications
    • 4.4Durability of modifications
  • 5.Discussion: Cross-country comparison
  • 6.Conclusions
  • References
  • Appendix
References (84)
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