Özet:

Corporate identity is how a company presents itself to the public. How the company looks, behaves, and communicates are the studies. Corporate identity helps the company to be recognized and differentiated in the marketplace, among its internal and external stakeholders. In addition, it creates a corporate identity and brand image, making its customers feel that they are more reliable. Emblems and logos are the visible face of corporate identity both inside and outside. While creating the emblems, the products of the institution, corporate philosophy, corporate behaviors, gender, values, mission and vision are taken into consideration. In addition to these, while the emblems are being prepared, it is important for archetypes as it changes and develops our perceptions, subconscious and higher emotions, and enables them to become thoughts. In this research, archetypal relationships of logos and emblems known by the public are emphasized. By considering these archetype types conceptually, archetypes of emblems known around the world were analyzed. In the research, 12 archetypes were examined with visual examples. The emblems of 9 companies from different sectors were examined and analyzed according to the archetype classification of creator, caregiver, manager, jester, ordinary person, lover, hero, rebel, magician, innocent, wise and explorer.

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