Abstract:

Purpose - Logos, which are an important element in the brand’s commitment and preference, are extremely effective in the transmission of the desired message between the consumer and the brand. Brand logos are symbols that appear in the mind of the consumer, represent the brand, remind and reflect the value of the brand. The aim of the study is to explore the changes in the brand logos of global companies within the framework of the "social distance" applications after the Covid-19 epidemic that affects the entire world. Method - The research was carried out by the indicator method, which is an approach to the study of both linguistic and non-language indicators. Indicative is a method of research used in the analysis of the relations with the outside world in both its own and the whole structure of the objects within the texts. In the framework of the study, the new logos on the theme "social distance" that the brands have updated, have been studied by the indicative method. The findings - The research finds that first and foremost global firms have launched studies to draw attention to the importance of "social distance" by making logos updating. In its logos, using the "December" of the basic design items, the "social distance" theme of the new logo published brands; Volkswagen, Audi, Hyundai, McDonals and CocaCola were studied within the framework of the research. Companies have shown their new logos and awareness of the epidemic period and their support for the "social distance" practices, and they have created a positive image in consumer memories by managing the process as part of brand strategies. Debate - The study finds that the concept of "social distance" is thought to be beneficial in the post-Covid-19 literature with new contents. In today’s conditions, “social distance” is not a choice, but a necessity. It is predicted that new logo updates on the "social distance" theme of brands may be effective in increasing their brand values.

Keywords: