The effects of the historical process and change of company logos as a corporate identity tool on brand reliability for consumers

In this study, the effect of typographic design as a corporate identity tool on the historical process and change of company logos on brand reliability in terms of consumers has been examined. Typography has two main purposes in graphic design. The first is to convey the message, and the second is to help convey the tone, feeling of a design product to the consumer. For this reason, the importance of typography in graphic design cannot be ignored. In short, typography is defined as the visual aspect of writing and is the art of arranging the text in a legible and aesthetic way. Beyond that, it can be used to spread a certain mood or reinforce a message. The earliest example of typography can be seen in the Bible written by Gutenberg, who started a typography revolution in the west. In this thesis, an online survey was conducted to examine the historical process of logos and to evaluate the brand concept and the perception it left on consumers. Then, a survey was conducted to examine the effects of typography on the consumer. The old and new logos of the typographic logo designs of four different food and beverage brands were used in the survey. Education levels, marital status and age ranges of 50 participants (25 men and 25 women) participating in the survey were determined to be different from each other. As a result of the consumer survey, the number of those who find the old logos of the brands positive is less than the number of those who find their new logos positive. The general impressions of the consumers on the brands were in the form of the brand's evaluation of the image given to the consumer as "I agree, partially agree and disagree". From this point of view, it has been seen that brands represent a brand that they are mostly sure of on consumers who participated in the survey from different segments, different ages and different genders