Özet:

Visual identity refers to all visual components that depict what an institution or brand looks like. Visual identity, which is created with planned efforts of communication and defines the brand accurately, renders the emotional and functional qualities of the brand attractive and different by means of symbolic meanings and therefore helps the target audience to establish bonds with the brand. One of the most common ways of communication today, Instagram provides the users of social media with the opportunity to express themselves through visual stories. From the viewpoint of the brands; Instagram helps the brand to communicate with its target audience through the reflection and recognition of visual identity and with the visual elements of the brand. It is possible only when the brand embraces an approach that integrates the visual identity components and the specific communication language of Instagram that the brand can fulfill its visual communication on Instagram. Based on this point of view, the study is intended determine the communication approaches of brands in the context of reflecting and maintaining the visual identity on their Instagram pages. The samples in the study comprise the Instagram pages of the top 5 companies with the highest number of followers and interactivity performance in the field of technology, according to BoomSocial January 2021 Statistics. These companies are NVIDIA GeForce Türkiye, Deezer, Xiaomi Türkiye, Baykar Savunma and Vodafone Türkiye. The Instagram pages of these companies are analyzed using the content analysis method, with a focus on the criteria consisting of visual brand identity components and visual communication elements of Instagram. The study reveals that the companies addressed adopt an approach to integrate the visual brand identity components, e.g. the color, logo, name, typography and slogan, with Instagram’s visual communication elements, which are defined as composition, theme, guideline and visual consistency.

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