Özet:

Logos are key design elements as far as visual communication and brand identity are concerned. With the effect of the visual culture and technological improvements of their time, logos are in a constant change. Within the scope of this study, global brands were selected, including Airbnb, Google, Animal Planet, Balmain, Burrbery, Pinterest, and Yves Sain Laurent, which have changed their logos in the last decade. The old and new logos of these brands were examined in two stages. In the first stage, logos were analyzed in terms of graphic design elements, and in the second stage, through qualitative research methods. The findings have revealed that there have been some basic formal changes in the logo designs in recent years. This change has been discussed in terms of the opposition to modernism-postmodernism and the power of the media to shape the content. In conclusion, one can argue that new media such as smartphones, tablets, and social media have a considerable effect on next generation logo designs. This effect does not only shape the logos of the new era, but also leads to a monolingual visual structure. Keywords: Logo, Brand, Technology, Corporate Identity, Visual Culture.

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