The effect of typographic logos on brand association

It is known that the concept of brand has changed from past to present. When consumers want to buy a product or service, htey firts think of a brand related to that product or service. At this point, brands attach importance to positioning themselves as the first brand that comes to mind in the sector. In order for brands to be the first brand that comes to mind, they must position their corporate identities in the most accurate way and be consistent in every medium. Brands' logos are the first visual elements that consumers encounter about the brand. For this reason, brands should pay attention to the sector they are in, the emotion and functionality they want to evoke in the consumer when designing a logo. Logos are divided into two groups as typographic and symbolic. Typographic logos are prepared with fonts chosen in accordance with the brand identity. It is important that the selected fonts evoke the right sector. Symbolic logos, on the other hand, are designed to reveal the product or service offered by the brand. Within the scope of this study, first of all, the concepts of brand, typography and logo and other concepts reletad to these concepts are explained with examples. In the application part, twenty brands with typographic logos among the brands that are among the hundred most valuable brands in the world were shown to the participants. The first ten of these brands are known throughout Turkey, and the remaining ten are brands that are not known much in Turkey. The logos of well-known brands in Turkey have been redesigned in Adobe Illustrator using the same format, the same font and the same colors, with different words (lorem, ipsum and lorem ipsum) instead of just the brand name. 36 participants, selected by the deliberate sampling method, first filled out an online questionnaire with 11 questions, and then displayed twenty brands over the zoom application and asked questions about associations according to the semi-structured interview technique. The results of the data obtained from the participants were tabulated by frequency analysis and chi-square test. Keywords: Typography, Communication, Brand, Font Type, Brand Value Builders.