The Importance Of Architectural Design In Integrated Corporate Identitiy Strategy

P�nar Meliha Sa��ro�lu¹, G�zdem �elikkanat Aysu²
¹YILDIZ TECHNICAL UNIVERSITY FACULTY OF ARCHITECTURE BUILDING DESIGN AND THEORY UNIT, ISTANBUL
²YILDIZ TECHNICAL UNIVERSITY FACULTY OF ARCHITECTURE CITY PLANING UNIT

After the industrial revolution, the developments in the field of science and technology have changed the ways of production and consumption which created compulsory competition between institutions. In this case, the products and services are uniformed and a new process which is hard for the consumers to differentiate the quality and efficiency has occured.

Even the companies which have advanced technological capability, efficient and effective quality standarts, need an integrated corporate identity o be perceived as having a strong and reliable image. This image is important because the human perception gathers the visual data and puts it in the process, than an image about the company evacuates in their minds.

To build the strong reliable and long lasting image, the design process has to follow an integrated visual strategy. Architectural design can be effective in different stages of strategic design with its multidimentional character rather than the other visual elements. Since architectural design elements meet the strategic design approaches, it is inevitable unique, memorable and inspiring designs whilst creating the whole visual identity.

This article states that one of the most effective ways to compete in the global conditions is to create unique image for the companies formed by strong corporate identities. It also emphasizes the importance of architectural design strategy in the holistic corporate identity strategy.

Keywords: Corporate Identity, Architectural Design, Design Strategy

B�t�nc�l Kurumsal Kimlik Stratejisinde Mimari Tasar�m�n �nemi

P�nar Meliha Sa��ro�lu¹, G�zdem �elikkanat Aysu²
¹YILDIZ TEKN�K �N�VERS�TES� M�MARLIK FAK�LTES� B�NA B�LG�S� ANA B�L�M DALI, �STANBUL
²YILDIZ TEKNIK UN�VERS�TES� M�MARLIK FAK�LTES� �EH�RC�L�K ANAB�L�M DALI

Sanayi Devrimi ile birlikte bilim ve teknoloji alan�nda ya�anan geli�melerin, �retim ve t�ketim bi�imlerinde yaratm�� oldu�u de�i�im kurumlar aras� zorunlu bir rekabetin do�mas�na sebep olmu�tur. Bu durum, sunulan �r�n ve hizmetlerin ayn�la�t��, t�ketici a��s�ndan bak�ld��nda da kalite ve verimlili�in ayr�m�n�n zorla�t�� bir s�recin do�mas�na yol a�m��t�r.
K�resel �l�ekteki bu pazar�n i�inde kurum ve kurulu�lar, ileri teknoloji imk�nlar�, verimlilik, kalite gibi standartlar� sa�laman�n yan�nda kolay alg�lanabilirlik, g��l� ve g�venilir bir imaj i�in b�t�nc�l bir �kurumsal kimlik� �at�s� alt�nda ya�amlar�n� s�rd�rmeye gereksinim duymaktad�rlar. Bu gereksinim, insan akl�n�n g�rsel verileri toplay�p, i�leyip, kullan�labilir hale getirmesi s�recini s�rekli olarak yinelemesi �zelli�i a��s�ndan �nemlidir.
Toplanan g�rsel verilerin anlaml� bir b�t�n olu�turmas� ve kurumlar�n ama�lad�� ak�lda kalma ve g�ven olu�turma etkisinin artmas�, tasar�m s�recinin b�t�nle�ik olarak s�rd�r�lmesine ve belirlenen g�rsel stratejinin izlenmesine ba�l�d�r. Bu b�t�nl��n i�inde �mimari tasar�m� di�er tasar�m ��elerinden farkl� olarak �ok boyutlulu�u ile stratejik tasar�m�n farkl� a�amalar�nda kimlik kazanabilir. Mimari tasar�m bile�enlerinin (yap� elemanlar�, yap� par�alar�, yap� ��eleri, yap� birimleri ve yap�n�n kendisi) stratejik tasar�m yakla��mlar� ile temas etti�i noktalarda (form, boyut, renk, doku, malzeme vb.), benzersiz, ak�lda kalan ve bazen di�er t�m g�rsel kimlik ��elerinin tasar�m�na referans olabilecek �kurumsal mimari tasar�m ��eleri�nin olu�mas�na olanak sa�layabilmektedir.
Bu �al��ma, kurum ve kurulu�lar�n k�resel rekabet ko�ullar� kar��s�nda hayatta kalabilmelerinin en etkili yollar�ndan birisinin �g��l� bir kurumsal kimli�in ortaya ��kard�� zg�n imajlar� oldu�u� g�r��n� savunmakta, bu ama�la olu�turulacak b�t�nc�l kurumsal kimlik stratejisi i�inde mimari tasar�m�n �nemini vurgulamaktad�r.

Anahtar Kelimeler: Kurumsal Kimlik, Mimari Tasar�m, Tasar�m Stratejisi

P�nar Meliha Sa��ro�lu, G�zdem �elikkanat Aysu. The Importance Of Architectural Design In Integrated Corporate Identitiy Strategy. Megaron. 2016; 11(3): 423-436

Corresponding Author: P�nar Meliha Sa��ro�lu, T�rkiye

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