The Importance Of Architectural Design In Integrated Corporate Identitiy Strategy

Abstract

After the industrial revolution, the developments in the field of science and technology have changed the ways of production and consumption which created compulsory competition between institutions. In this case, the products and services are uniformed and a new process which is hard for the consumers to differentiate the quality and efficiency has occured. Even the companies which have advanced technological capability, efficient and effective quality standarts, need an integrated corporate identity o be perceived as having a strong and reliable image. This image is important because the human perception gathers the visual data and puts it in the process, than an image about the company evacuates in their minds. To build the strong reliable and long lasting image, the design process has to follow an integrated visual strategy. Architectural design can be effective in different stages of strategic design with its multidimentional character rather than the other visual elements. Since architectural design elements meet the strategic design approaches, it is inevitable unique, memorable and inspiring designs whilst creating the whole visual identity. This article states that one of the most effective ways to compete in the global conditions is to create unique image for the companies formed by strong corporate identities. It also emphasizes the importance of architectural design strategy in the holistic corporate identity strategy.

Keywords

• corporate identity
• architectural design
• design strategy