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formed by meanings that form the
basis for the behaviors of human,
form image related to world and
where those images are exchanged
by symbols." (Oktay, 1996:16).
According to an other definition
communication," ... is a process
where participants create information and share those information with each other
for achieving a mutual understanding." (Türkoğlu, 2003:12) Each design which were
designed within framework of this corporate identity design should create an
integrity within "mutual understanding" definition. Corporate values, created
concrete design, and perception which is created by target group after correct reading
design should form an integrity.
Highly competitive global economy in commercial trademarks, worry for
strengthening the corporate image in corporations which do not have commercial
goals and values which reveals the corporate identity forms the basic building blocks
in corporate identity design process. Companies should place separate importance
to corporate identity design for creating a positive image and perception before their
customers. Corporate identity designs have essential importance for companies.
Highlighting what does a company mean as a whole or clearly indicating the aspects
which are desired to come into prominence is related whether corporate identity
design successful or not. " Corporate identity is an identity which is formed by visual
and physical properties of a corporation, abstract properties such as corporation's
culture, corporation's philosophy. ” (Gülsoy, 1999:116). Success of this identity
which is created as a result of design process is directly proportional with the
commercial success of corporation. Company and corporations which have images
different at customer's mind and in reality firstly should think about their failure
about this subject. When we consider company and corporations as living and
developing beings we can not discard the reality that there are differences and
similarities between the corporate identities.
Aspect which determine how corporate will be perceived by target group
should play role at formation of corporate identity design process. A corporate
identity design where identity perception is universal, does not create any difference,
disturb different cultures achieved to make different cultures accept itself easily.
Therefore companies which makes their studies with respect to this direction
achieved different cultures accept itself and won the challenge at different market
areas. (Figure 3)
Each company or corporate creates an image in its target group's mind.
Starting from this point whatever the facts and realities of company are, the
important thing is how company's image is perceived. There for graphics designer
should understand the service understanding of company well and should create its
design based on that direction.
Corporate identity is a whole form A to Z. It should be prepared accordingly
with advertisement channels which are required by company. Within this framework
Figure 3
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corporate identity covers a range of all kind of images, style and messages. Most
important design areas and basic building block of corporate identity design and first
step is logotype and emblem. Logotype and emblem are distinctive symbol for
corporations and companies and have the status of being face or signature of
company which has identity. "Many researches indicate that one of the most
important visual signals which significantly effects the recognition level of
companies is logo. (Teker, 2002: 70)
1.1. First Step Of Corporate Identity, Logotype And Emblem
Place of corporate identity design within scope of marketing strategy is
indisputably very important. Logotype design within scope of Corporate identity
design which should positively effect the corporation's image have the status of being
signature of company which increases the brand value of company if it is properly
designed. "Logo(logotype) , are symbols which are formed by bringing two or more
typographic characters to be read as word and which introduces a product, a
corporation or a service"(Becer, 1997: 195). Typographic elements which are used
in logotype design for creating the company or corporation's image have the status
which represents confidence, creates power perception, takes attention briefly it
supports the status of which it reflects image. In addition to this heavy load which
was undertaken by typography; it should not be forgotten that basic principal for
typography is providing people to read. Typography should act parallel with brand
image and certain design criteria should be obeyed in its design. It should not be
forgotten that fonts which is one of basic design elements represent feelings
separately. There are some issues to be cared both font selection and application of
selected fonts. Effective usage of typography in logotype application should effect
brand and corporation image positively.
Emblems are symbols which are formed by abstract or objective images or
letters which provides product or services to gain identity, and which do not
haveword property. (Becer, 1997: 194) As it is logotype, Also emblems provides
corporations to gain identity and provides distinctiveness. Important point is that
whether emblem reflects the property which comes to prominence for the company
which it represents. Factors such as Product scale of corporation, values of which it
places importance and financial power play role in formation emblem. For example
target group of corporation, product range and corporation's objective are subjects to
be cared for selection color to be used in emblem. Color of corporation is determined
after this detailed study and it used as dominant color at all stages of corporate
identity. If we start from this point complete introduction of information related to
the corporation forms the first stage of successful corporate identity design process.
If secondary properties are added simply and smartly to design In addition that logo
and emblem design projects the main property of corporation impressiveness of logo
increases with similar grade. (Figure 4)
1.2. Reflection Of Reality To Virtuality
First condition for branding at international level is institutionalizing and
creating a corporate identity study. Only condition for correct and successful
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