Kurumsal Kimliğin Görsel Kimlik Üzerindeki Yansımaları : Web Sitelerinde Kullanılan İmgelerin Göstergebilimsel Yaklaşımla İncelenmesi

Abstract

Her kurum kendini digerlerinden ayiran bir kurumsal kimlige sahiptir. Degisen toplumsal etkenler kurumsal kimlik kavraminin iceriginin degismesine sebep olmus ve bu tanimin kapsamini genisletmistir. Sayilari her gecen gun daha da artan kuruluslar kendilerini hedef kitlesine tanitmak ve diger rakiplerinden ayirt edilerek ayakta kalabilmek amaci ile olusturduklari kendilerine ozgu kurumsal kimliklerle hatirlanarak akilda kalici olmaktadirlar. Kurumsal kimligin bir parcasi olan logo amblem yazi karakteri renkler marka karakterleri gibi unsurlar kurumlarin gorsel kimlik ogelerini olusturmaktadirlar. Kurum/marka kimliginin ve gorsel kimligin en dikkat cekici ogesi ve gorunen gucu ise gorsel kimlik ogeleridir. Tuketicileri surekli etkisi altina alan yasantimiza yon veren gorsel bir evrende yasamaktayiz. Bu tezde gorsel kimlik kavramindan hareketle inceleme nesnesi olarak secilen kurumlarin kurumsal web sitelerinde yer alan logo/amblem renk unsurlari tipografik unsurlar semboller marka karakter unsurlari gibi gorsel kimlik gostergelerinin sahip oldugu derin yapidaki yan anlamlarini arastirarak kurum kimligine uygunlugu ve kurum kimligine yapmis oldugu katkilar incelenmeye calisilmistir. ornek secilen kurumlarin kurumsal web sitelerindeki gorsel kimlik gostergeleri gostergebilimsel yontemler yardimiyla cozumlenerek arastirma sorulari cevaplanmistir.

Each organization has a corporate identity that distinguishes itself from the others. Changing social factors led to changes in the content of the concept of corporate identity and expanded the scope of this definition. Each day, the growing number of organizations has become catchy by being recognized with their own corporate identity that they are created to introduce themselves to their target customers and to survive by being distinguished from their competitors. The elements, which is part of the corporate identity, such as logos, emblems, font, colors, brand characters constitute the visual identity elements of organizations. The most striking element and and the apparent power of corporate/brand identity and visual identity is the visual identity elements. We live in a visual universe that continuously influences the consumers and direct our lives. The most effective part of this visuals is the semiotic elements that we meet in everywhere and every time. In this thesis, by moving from the concept of visual identity, having researched the connotations in the deep structure owned by visual identify indicators such as logo/emblem, color elements, typographic elements, symbols, characters, brand elements which are located on the corporate websites of the organizations that are selected as comparative objects; the compliance to corporate identity and contributions they have made to the corporate identity has been tried to be studied. The visual identify indicators on the corporate websites of the organizations that are selected as samples have been analyzed by means of semiotic methods, then the hypotheses have been tested.