Аннотация: The article examines new forms of visual expression of cultural meanings in the art branding, as well as the peculiarities of perception of works of art in the context of modern media reality. The author identifies key trends in the transformation of visual communication under the influence of digital technologies. Particular attention is paid to the role of immersive technologies and generative art in the formation of new art strategies. The work systematizes the mutual integration of branding and art in visual culture. The results obtained have significance for specialists in the field of art, design and brand communications.