The Importance of Architectural Design in Integrated Corporate Identity Strategy

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Sagiroglu P. M. , Celikkanat Aysu G.

MEGARON, vol.11, no.3, pp.423-436, 2016 (Journal Indexed in ESCI) identifier

  • Publication Type: Article / Article
  • Volume: 11 Issue: 3
  • Publication Date: 2016
  • Doi Number: 10.5505/megaron.2016.77044
  • Title of Journal : MEGARON
  • Page Numbers: pp.423-436


Developments in the field of science and technology since the Industrial Revolution changed the methods of production and consumption and created compulsory competition between institutions. Products and services have become more uniform and now it can be difficult for consumers to differentiate which offers quality and efficiency. Even companies that have advanced technological capability and high quality standards need an integrated corporate identity in order to have a strong and reliable image. Human perception includes visual data in the process of forming a mental image about a company. To build a strong, trusted, and long-lasting image, the design process must have an integrated visual strategy. Architectural design can be effective in different stages of strategic design since it has a multi-dimensional character compared to other visual elements, and it can contribute to the overall visual identity with unique, memorable, and inspiring designs. A strong corporate identity with a unique image is one of the most effective ways to compete in the global marketplace. Architectural design strategy can play an important role in the strategy to create a holistic corporate identity.