Özet:

In an intense competitive environment in tourism, the logos and symbols play an important role in promoting the identity of the destination, emphasizing its uniqueity and excellence. The purpose of the study is to investigate the frequency of local symbols that reflect the brand identity in the Muğla destination logo and symbols. For this purpose, the 17 Muğla Destination management organization’s website has studied the local history, cultural identity values, mythological stories and the frequency of inspiration from the natural environment. Research findings have found that institutions and organizations are aware of their values, but the logos are missing in technical issues such as the clarity, shape, color and quality of the symbols. Therefore, it is recommended that destination management organizations cooperate with tourism experts and technical designers who recognize the region in the design of the logo.    Keywords: Destination branding, local symbols, logo and emblem, Muğla.