The focus of the study is the mascot image in contemporary visual culture—its role in branding, its formation, and the reinterpretation of its character. Contemporary culture relies heavily on personalized communication. Increasingly, brands, government institutions, and sports teams are acquiring a «face"—anthropomorphic and zoomorphic characters who serve as conduits or mascots. Whereas they previously functioned utilitarily as a company symbol since the 18th century, their role is now evolving. The mascot has transformed into an independent entity that exists within the world of memes and is actively adopted by fans.

1. The Genesis and Evolution of the Mascot: From Emblems and Talismans to Pop Culture Characters2. Core Functions of the Mascot in Contemporary Visual Communication: Identification, Attention Grabbing, and Emotional Connection3. The Visual Language of the Mascot: Character, Silhouette, Color, Facial Expression, and Recognizable Details4. The Mascot in the Digital Environment: Social Media, Video Games, Memes, and Virtual Communities5. The Mascot as a Tool for Branding and Self-Expression in Contemporary Design, Fashion, and Art6. The Transformation of the Mascot Persona in Modern Culture: From Corporate Symbol to Independent CharacterConclusion

1. Steam in Art from the 19th to Early 20th Century Against the Backdrop of the Industrial Revolution2. Steam and Smoke in Cinema and Photography: Creating Suspense and Mystery3. Perspiration as a Sign of Physical Exertion, Heat, Fear, Illness, or Excitement4. The Effect of Sweat in Contemporary Fashion and DesignConclusion

1. The Origin of the Kite2. The Kite as a Toy and Entertainment3. Development of Construction and Technology4. The Kite in Art and DesignConclusion