The current economic situation obliges enterprises to be competitive. It is not easy to achieve customer response and strong market positions. In order for the company to be recognizable and find a response from the target audience, any construction company needs its own corporate identity and unique image that will become recognizable among consumers. For carpentry workshops, not only an individual image is important, but also high-quality work. Carpentry workshop “Podelki ot Gigantycha” is a small business that needs to be given individual features that make it possible to stand out from the competition and take a confident position in the market of such services in Irkutsk. The article describes the process of creating an individual image, developed the logo of the workshop and formed the graphic principles of placing the logo on business documentation and Souvenirs.

The article describes the macro-concepts Rod (a Slavic female deity) and Makosh (a Slavic female deity) in the Russian linguistic culture. It is the first attempt to analyze these macro-concepts in terms of conceptual signs. The authors studied the lexemes of Rod and Makosh / Mokosh as the main representatives of the macro-concepts in the National Corpus of the Russian Language, as well as compared their cognitive signs. The methods included descriptive, interpretive, and conceptual linguistic analyses. The macro-concept of Makosh revealed 33 cognitive signs, which were divided into 11 groups: 1. (Divine) motherhood (four signs): goddess, Mother of God / Virgin Mary, poppy head, crown. 2. Natural objects and phenomena (four signs): rain, star, earth, horns / cornucopia. 3. Fertility (two signs): abundance, harvest. 4. Spirits of nature (one sign): mermaids / pitchforks. 5. Kinship (six signs): wife, mother, grandparent, relationship, family, elder sister. 6. Functions (four signs): thunderbearer, spinner, creator, mistress. 7. Relationships (one sign): care. 8. Evaluation (one sign): good. 9. Person (two signs): girl, woman. 10. Fate (four signs): share, lot, fate, luck. 11. Cult (four signs): idol, Paraskeva Pyatnitsa (Saint Paraskevi of Iconium), Rozhanitsa (a Slavic female deity), treba (prayer) / sacrifice. The structure of the macro-concept Rod had 35 cognitive features, which were divided into 13 groups: 1. (Divine) fatherhood (two features): god, God-father. 2. Natural objects and phenomena (three features): star, lightning, sky. 3. Fertility (one sign): harvest. 4. Kinship (four signs): father, grandparent, kinship, family. 5. Functions (five signs): agriculture, ruler, justice, creation, creator. 6. Relationships (two signs): care, protection. 7. Evaluation (three signs): good, deceit, adultery. 8. Fate (two signs): share, fate. 9. Cult (five signs): idol, feast, Stribog (a Slavic male deity), treba (prayer) / sacrifice, Yarilo (a Slavic male deity). 10. Success (four signs): crown, profit, prosperity, success. 11. Place of birth (one feature): Motherland. 12. Property (one sign): strength. 13. People (two signs): civilization, humanity. These signs reflected the peculiarities of the Russian linguistic mentality, which preserved the memory of the cult of Rod (literally, kin) and Makosh (Mother Goddess). This cult was consistently reproduced in veneration of the Mother Earth and family deities Rod and Makosh, the divine parents of people. Christian aspects manifested themselves as the image of Virgin Mary and God the Father. The macro-concepts of Rod and Makosh appeared to have a number of overlapping cognitive features: good, deity (god, goddess), destiny, care, star, idol, progenitor, kinship, family, fate, creator, prayer / sacrifice, harvest.

The article features the macro-concept of kin and its symbolic signs. The idea of kin is embedded in many concepts of Russian culture, directly or indirectly indicating the mental schemes they have in common. However, the macro-concept of kin has received no comprehensive analysis of its associative-figurative layer. The author described the signs behind the motivation of the macro-concept kin using the proverbs from V. I. Dahl’s dictionary that contain the national-cultural layer of its figurative transformation. The methodology involved an analysis of dictionary definitions, as well as descriptive and interpretive methods. The proverbs described the idea of kin by highlighting such signs as origin, heredity, and kinship as belonging to a community of people with some permanent and distinctive features. The analysis revealed a group of proverbs about kin and tribe with three motivating features: heredity, human nature, and social characteristics. The macro-concept of kin was described through a figurative comparison of images: a person (father, mother, children), religious symbols (god), animals, symbols of nature, fairy-tale characters (fool), parts of body (palm, fist). In the national collective consciousness, the macro-concept obtained various motivating signs that actualize the following schemes: native place, native environment, kinship, family, tribe, people, generation; intra-family or intra-tribal relationships; rules, customs, traditions of the kin; attitude to the motherland; attitude to faith, God, the power of kin; military community.

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