In the studies on corporate identity, until now, the main attention is paid to the composition and graphic aspects of identity design. With against the background of digitalization processes, factors related to interactive communication, first of all, user experience, come to the fore. In shaping the experience of interaction, the main role belongs to the web interface. Therefore, at the current stage, research into the development of brand technologies in the global network requires the inclusion of issues related to the cognitive and perceptual aspects of user experience.