Examining the effect of attitude towards logo on cultural heritage: Trakya University, Edirne Governorship and Edirne Municipality example

This study examines the impact of attitudes towards the logos of official institutions on the representation of cities by these logos. Logos not only reflect the identity of institutions but also the cultural, historical, and geographical characteristics of the cities they represent. Therefore, attitudes towards logos play a critical role in understanding how effectively these visual elements represent the city's identity. In this context, the perception of the logos of significant institutions in Edirne, namely Trakya University, Edirne Governorship, and Edirne Municipality, by university students and the effect of these perceptions on the representation of the city by the logos were investigated. A survey was conducted with 411 students studying at Trakya University. The survey form was prepared both physically and online, and it was administered to participants both face-to-face and online. The study is expected to make a significant contribution to the literature due to its comprehensive examination of the logos' ability to represent the city. This research identifies which characteristics of logos are influential in representing the city. The importance of this study is further heightened by the lack of existing literature that investigates which features of a logo are more effective in representing a city. By simultaneously examining and comparing attitudes towards the logos of three different institutions important to the city, the generalizability of the research findings is also increased. Another significant aspect of the research is that it collects data from both city residents and visitors, allowing for a comparison of their attitudes. Consequently, this enables the redesign of logos based on the perspectives of both city residents and tourists. Participants evaluate the aesthetic values, symbolic meanings, and contributions to city identity of the logos through the statements included in the survey. The research findings indicate that positive attitudes towards each of the three logos enhance the logos' ability to represent the city. The characteristics of the Trakya University logo that are effective in representing the city include whether the logo is artificial-natural, static-dynamic, asymmetrical-symmetrical, and angular-rounded. For the Edirne Governorship logo, the effective characteristics are whether the logo is artificial-natural, static-dynamic, depthless-deep, asymmetrical-symmetrical, unbalanced-balanced, and disproportionate-proportionate in terms of width and length. The characteristics of the Edirne Municipality logo that influence its representation of the city include whether the logo is artificial-natural, static-dynamic, simple-detailed, depthless-deep, and unbalanced-balanced. This study highlights the impact of attitudes towards logos on their ability to represent the city and identifies important factors to consider in the design of city logos. It concludes that city logos should not only have aesthetic value but also incorporate symbolic elements that reflect the city's identity. Additionally, it is recommended that the design process of logos involves local residents to ensure the logos are more aligned with and effective in representing the city's identity. This can lead to better acceptance and recognition of the logos by the public.