Sadece insanlar değil markalar da kendilerini görüntüleriyle ifade ederler. Markalar logoları ve renkleri sayesinde “kalabalıkta” ayırt edilir olurlar. Gerek şirketlerin gerekse markaların kurumsal kimlikleri (marka kimlikleri) tıpkı insanlarda olduğu gibi karakterlerinin dışa yansımasıdır. Marka kimliği, bir markanın kişiliğinin, duruşunun, değerlerinin yansımasıdır.
Teknik olarak marka kimliği, bir markanın amblemi, logosu, yazı karakterleri ve renklerinden oluşan görsel u
nsurlarının bütününe verilen isimdir. Bu kimlik, markanın (kurumun) antetli kağıtlarına, ofislerine, mağazalarına, ambalajlarına, broşürlerine, şirket araçlarına, web sitelerine uygulanır; marka kimliği hayata geçer.
Kimlik, markanın özünü, kişiliğini görsel bir bütünlük içinde somutlaştırır ve dış dünyaya yansıtır. Markanın olumlu bir algı oluşturabilmesi için kimliğine özen göstermesi ve bu konuyu hakkıyla yönetmesi gerekir. Markanın kimliği, bir markanın değerlerini, duruşunu, tarzını “ilk izlenim” olarak yansıtma işlevi görür. İlk izlenim olduğu için derin ve kalıcı bir etki yaratır.
Görsel kimlik elbette tek başına her şey demek değildir; ancak nasıl insanların görünüşleri, giyim tarzları, aksesuarları, saç stilleri, makyajları hatta kullandıkları kokular onların kim oldukları hakkında önemli ipuçları verirse markaların da görsel kimlikleri bu ilk izlenimi yaratır. Sadece görsel kimliğine bakarak bir markanın nasıl bir deneyim vadettiğini tahmin etmek mümkündür.
Başarılı bir marka sadece iyi bir görsel kimlikle yaratılmaz elbette ama iyi bir görsel kimlik olmadan da bir markanın kendisini anlatması mümkün değildir. Mevlana’nın insanlar için söylediği markalar için de geçerlidir: Markalar da “göründükleri gibi olmalı ya da oldukları gibi görünmelidirler.”
Görsellik hem hızlı hem da kalıcı bir iletişim kurmanın yolunu açar. Görsel kimlikleri iyi tasarlanan markalar, kendilerini daha etkili bir şekilde ifade etme, rekabetten ayrışma imkanı bulurlar.
Markanın özü, görsel kimliğiyle dışarı yansır ama markalar aynı zamanda görselliğin yarattığı estetik unsurlardan da beslenir. Görselliğin yarattığı renkler ve simgeler markaya ruh katar.
Marka (kurum) kimliği, bir kuruluşun sembollerini, logolarını, renklerini ve ürünlerini sergilemenin yanı sıra, bize o kuruluşun değerlerini, iş yapma anlayışını, yönetim biçimini ve duruşunu da anlatır.markaların kimliklerini belirlemeden önce “Ne yapmaya çalışıyorum? Kiminle konuşuyorum? Nasıl konuşmalıyım? Kendimi net bir şekilde nasıl anlatabilirim?” sorularına doğru cevaplar vermeleri gerekir.
Markalar, insanların karşısına, kimliklerini giyinerek çıkarlar. Renkler, şekiller, biçimler, fontlar; mimari ve endüstriyel tasarımlar… bir ana fikir (kavram) altında birleşip bir bütün oluşturarak markanın (kurumun) imzası olurlar. Bir markanın, duruşunu, iddiasını, yapmak istediklerini, gitmek istediği istikameti, vaat ettiği kaliteyi bu imzadan kolaylıkla okumak mümkündür.
İyi bir kimlik tasarımı marka algısına güç katar. Diğer her şeyi tam yapsa da, kendisini iyi ifade etmeyen bir görsel kimliği olan markalar hak ettikleri itibarı elde edemezler.
İnsanların kişiliklerini görünüşleriyle yansıtmaları gibi, markalar da özlerini kimlikleriyle yansıtırlar.
Biçim de, öz kadar önemli ve değerlidir.
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