The importance of corporate identity design in branding: Keramika corporate identity design example

In today's economic world, companies are striving to survive in a globalizing and rapidly developing competitive environment and to ensure sustainable development. For this, they aimed to differentiate from their competitors and to reach a larger market share. However, the features of the products manufactured with the rapidly growing and developing technology have considerably reduced the significant differences and it has been observed that they have gained momentum towards standardization in terms of quality. This situation has forced companies to establish a brand identity to be more reliable and to increase their recognition in the market. It can be said that one of these sectors is the ceramics sector. One of these companies is Keramika, which produces in Kütahya. This study has been prepared by taking into consideration the need to create brand identity and brand image of Keramika company. In this context, the company's existing logo was changed very little, and first of all, the emblem and then all the corporate identity designs needed by the company were prepared. Before the emblem was prepared, interviews were held with internal stakeholders. In addition, expert opinions were also consulted. According to the data obtained, studies were made on the company's visibility, corporate identity guide, new promotional models, social responsibility projects and brand studies. Studies made were transformed into products/products with the approval of internal stakeholders.