Corporation Identity: Associations of Logo and Color

Visual identity which is defined as the visible face of the organization s identity is crucial in terms of making a first impression of the corporate s identity. Logo is the most striking and known element of the visual identity. Logos are the indicators describing who the organizations are and what they do. The colors used in the logo design are elements which give information and evoke associations about the institution. Banking is a customer and service focused sector. In banking where customer preferences are based on and trust and the quality of service, as the competition grows, identity and image formation become important. For the creation of desired corporate image, colors which are important elements of corporate identity are effective. The choice of colors with overlapping corporate identity will lead to the formation of a coherent image cleaving a competitive advantage. In this context, in this paper we aim to determine the associations created by the colors in the corporate logos of national banks operating in Turkey and whether the associations are consistent with what the corporate wants to tell. In this study, we seek to find the answer to the question What are the associations created by the colors used in corporate logos of the banks? “. In accordance with the aims of the research in which associations created by corporate logos and colors and their link with corporate identity is studied, descriptive and relational research model is used. For data collection questionnaires have been used. In accordance with the purpose of research samples were selected among men and woman who are aged to be customers of banks. The results of the research on colors show gender related differences through the attitude towards colors, attractiveness of color and color preferences. There are multiple meanings of the colors, if the color is integrated with what the corporate wants to tell, the tie with the target public will be stronger and communication will be more effective. Logos show their existing power when they become a part of identity. If logo is integrated with the identity as color, shape and typography, it creates the desired effect. Logos and corporate colors loaded with rich and competent images in terms of corporate targets can be seen as outward face of identity and identity cards of corporates. The results of the research suggest that when color is used on the corporate logo, some meaning it has become stronger and some becomes weaker. Color becomes significant when integrated with corporate identity. The perception of colors used in the logo is shaped by associations created by the corporate in the long run.