Özet:

The purpose of this study is to portray the logo, color and typography elements that make up the visual identity, which is one of the infrastructures of corporate identity and to make semiotic analysis on hotel logos. For this purpose, firstly, identity and corporate identity concepts are explained. Afterwards, the sub-elements of corporate identity and corporate identity structures are explained. Based on the purpose of the study, visual identity was focused on and visual identity components were defined. The study sample includes 3 hotel logo which is selected randomly from Tukey’s Most Admired 100 Hotels List that was determined by Otelpuan.com. The list was created by Otelpuan.com based on the comments and evaluations left by hotel guests on the relevant site in 2020. Hotel logos were examined on the basis of semiotic analysis methods. Basic information about the semiotic analysis method is presented under a separate heading. As a result of the analysis, it was observed that there were strong connections and references between the visual indicators of the logos belonging to the first two hotels in the sample and the corporate identities of the hotels, while the third hotel's logo included especially the product indicators, while the reflections on the hotel's corporate identity were insufficient.

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