The communicative dimension of visual elements in creating the brand identity in healthcare institutions: A case study of Private Kent Hospital

Patients' visual perception of the healthcare institution, affects deeply their perception of the institution's brand identity. That's the reason why healthcare institutions should consider the communicative dimension of visual elements in creating their brand identity and in order to establish strong, long-termed relations with their patients. The aim of this thesis is to find out how to create consistent, strong, tangible brand identity in healthcare institutions by the use of visual elements based in visual communication design. The thesis identifies firstly the brand and the brand identity on a theoritical basis and then examines as a case study the visual elements used in the creation of brand identity of Private Kent Hospital in İzmir. Finally, it discusses the appropriateness of the strategic choice of visual elements of Private Kent Hospital and emphasizes the importance of visual elements in creating the brand identity in healthcare institutions. Key Words: Visual Communicaiton Design, Healthcare Institutions, Brand Identity.