290
each other as well as each identity is established with another one. The important thing here
is not what the identity conflicts are, but revealing the causality in the thought structure
underlying the conflicts. Comprehension of the reasons of identity conflicts can only be
achieved by analyzing the thought structure during construction process of the identity. This
analysis requires revelation of the philosophical foundations behind the thought structure
during the construction process of identities. To reveal the philosophicalthought structure in
the construction process of identities: Questions such as “What is identity?” “What is
difference principle in the process of construction of identities?” “What is the connection
between identity and difference?” and “What are the social, cultural and political con-
sequences of the identities constructed according to principal of difference?” etc. must be
answered.
What is identity? Identity is the place, home that makes sense of the existence, being
of a person as an individual. Identity has an innate or subsequently built
structure as making
sense of existence. This building process starting with the birth and continuing until the end
of existence by birth is an identification process. Identification process begins with the innate
gender identity (not sexual identity) independent from the individual’s will and continues
with gaining different identities, such as sexual, ethnic, political, etc. identities, in the
advanced processes. In this context, in the formation of the individual’s identity, multiple
nested structures, multiplicities are decisive. In the identity formation built within multiple
structures, not only cultural and social norms of the community that the individual is included
in will be determinant but also deterritorialization of the identities
imposed to the individual
by the society through building of new identities (feminist, environmentalist, anarchist,
homosexual, etc.) by the individual is decisive. Within this scope, for instance, ethnic and
gender-related identity imposed to the individual by birth as a social norm can be abandoned
later in life and ethnic and sexual identity can be rebuilt with different identities in different
places, homes. The basic question sought answer during the identity building process is
“What is the thought structure working during formation of any identity (sexual, ethnical,
political, religious, etc.)?” Thought structure, which plays an effective role in formation and
comprehension of the identity, is the difference policy. Difference policy is divided into two
as positive and negative difference apprehension and this difference apprehendsion is
dominant in the construction process of an identity from start to finish.
What is difference? In the history of Western philosophy, difference is the structure
of thought that determines what a thing is or not by affirming or negating the difference of a
thing from other things with the principle of contrast.
1
Therefore, construction of an identity
is connected to the thought of difference. Thought of difference is associated with
identicalness problem of the Western philosophy history. What is identicalness?
Identicalness is the principle of thought, which describes what a thing is with the essence that
differentiates it from other things. According to the law of identity, “each thing is the same
with itself and different from another”.
2
With this principle of thought, difference is
conceived as the opposite of identical.
Within the framework of this preliminary information, “what is” this process of
identity construction, “how does it works” and “who are these differences negated in
connection with this process?” will be evaluated with an ontological method. What is
ontology? Ontology is recreation of thought in a new context and plane by revealing the
1
Gilles Deleuze,
Difference and Repetition, translated by Paul Patton, Columbia
University Press,
New York, 1994., p. 38.
2
Miguel de Beistegui,
Truth and Genesis-Philosopy as Differential Ontology, Indiana University
Press, Bloomington and Indianapolis, 2004, p. 67.
293
CORPORATE IDENTITY IN THE CONSTITUTION OF POSITIVE
IDENTITY PERCEPTION
Mesut Tanrıkulu
1. Corporate Identity In The Constitution Of Positive Identity Perception
Advancements in science and technology have influenced the political and cultural
structures of societies, and have also led to commercial competitions
in economical
areas as well. In addition, companies have attempted to create alternatives in order
to increase the sales of goods and services. This situation has caused both big and
small business to seek direct methods for product advertising investments and has
enhanced the interest shown to institutional identity design. With the progress of
technology, digital platforms are utilized by graphic design frequently and this has
led to the diversification of the areas of application for corporate identity design.
Companies have resorted to designs which are constituted in digital mediums to
create a positive identity perception in their intended population.
Such designs have
occasionally weakened and other times strengthened the virtuality, sincerity and
efficiency of corporate identities. This is because, before the target group comes in
contact with a company, initially, it is faced with the abstract reality of the corporate
identity. At this stage, the more this virtual reality becomes persuasive, the more it
has obtained its goal. The quality of a firm, its services and its prestige are
comprehended by means of its corporate identity.
From this point of view, the importance of
corporate identity design can be understood better.
Quality, service understanding and prestige
of company are perceived by corporate identity.
Importance of corporate identity designers and
corporate identity design is understood better from
this perspective. Logo for Ziraat Bank explains its
name and foundation objective together very well.
(Figure 1). However VP Bank logo was created
with a simple analysis. It gives no opinion about
objective, target and provided services of company.
(Figure 2)
Communication fact presents in the basis of corporate identity design.
Corporations or companies have the need to establish communication with their
target group. Being able to effect,
change
the
attitudes
and
perceptions present at the basis
of communication. Communi-
cation "... includes all processes
in which one mind may effect
others. Communication is a
social action process which is
Figure 1
Figure 2