Publication: Bankalarda kurumsal kimlik ve tasarım anlayışı üzerine
Abstract
İnceleme ve araştırmalar sonucunda hazırlanmış olan tez çalışması Dört (4) bölümden oluşmaktadır. Bölümler kendi içlerinde ayrı bir anlatım ve derleme diline sahiptir. Özünde kurumsal kimliğin ve bankalar üzerine etkilerinin araştırıldığı tez konusunun birinci bölümünde, bankacılığın tarihçesi, geçmişten günümüze yapısı ve varlık nedenini irdelenmiştir. Ayrıca bu bölümdeki yapılan araştırmada, banka tanımlarını anlatan mevzuat içerikleri, yazılı ve görsel şemalara yer verilmiştir. Bankacılık tarihi ile paralellik gösteren kurumsal kimlik kavramı, görsel, işitsel ve yazıtsal kimlik oluşumlarında, bankalara büyük katkı sağlamış ve bir çok dönemde doğru kimliklerin açığa çıkmasında önemli rol oynamıştır. Ülkemizin bankacılık sektöründe, kurumsal kimlik kavramına eğilimleri araştırıldığında, bankalardaki idari yönetimlerin konuya yaklaşımları tespit edilerek, global bankacılık mantığı ile uyumu araştırılmıştır. Araştırmanın ikinci bölümü; Bankalardaki Kurumsal kimlik kavramının ne demek olduğu, nasıl ortaya çıkarıldığı tespit edilmiştir. Ayrıca Kurumsal Kimliği içeren kimlik tanımları ve açıklamaları irdelenerek, araştırma kapsamında Bankaların işleyişi ile ilgili Kimlik Şemaları, kimlik kılavuzu, organizasyon yapıları ve görev tanımları belirtilmiştir. Bankaların hizmet vermeyi ve iletişim kurmayı düşündüğü kitleler için, kurumsal kimlik kavramı başlığı altında, görsel kimlik yapısının araştırılması, ulaşabileceği kitlelere nasıl ve ne şekilde seslenebileceği ile ilgili bilgilere yer verilmiştir. Sonuçta kurum ve kitle, ürün ve insan arasındaki iletişim ilişkileri, görsel kimlik adı altında ortaya konulmuş olup, kurumla, hizmet kitlesi arasındaki bağların güçlendirilmesine yönelik, iletişim kurma içgüdüsünün, kimlikler üzerine nasıl bağdaştığı anlatılmıştır. Üçüncü bölümde; Bankaların kurumsal olarak yapılanma süreci içinde kimlik analizleri irdelenmiş, kitlelere yönelik görsel ifadeler, tasarım kaygıları ve insan ile ürün ilişkilerinin bağlantıları araştırılarak, sonuçlar ortaya konmuştur. Dördüncü bölüm, Bankalarda doğru bir görselliğin nasıl ve ne şekilde olabileceğinden hareketle, iç mekan ve dış cephe kavramları çerçevesinde konsept oluşumları hakkında incelemelerin bulunduğu bölümdür. ‘’Bankalardaki kurumsal kimlik bütünlüğünü sağlayan temel unsur, o kurumda stratejik imajı oluşturur’’ gerçeğinden yola çıkarak, imajı oluşturan yaratıcılığın ve tasarımında önemi bu bölümde ele alınmıştır. Beşinci bölüm ise farklı banka oluşumlarına ait resimlerin ve logoların sunulduğu bölümdür.
This thesis study prepared as a result of the investigations and researches carried, is composed of four (4) sections. The sections, within their contexts, have their own expressions and a compilation language. In essence of this thesis, wherein the corporate identity and its effects on the banks are scrutinized, the history of banking, evolution of its structure from the begining till now and the causality of its existence is discussed in the first section. Moreover, relevant to studies made in this section, the contexts of the procedures wherein banking is defined, printed and visual schemes are given. The corporate identity concept manifesting a parallelism with the history of banking, has provided a great contribution to the banks in their visial, audial and printed formations and in many occasions, has played an important role in the disclosure of their true identities. Within the banking sector of our country, where we have studied their inclanations towards corporate identity concept, we have noted the approach of the administrative staff of the banks to the subject matter and have investigated their correlations with the global banking logic. The second section of this study is concerned with how the Corporate Identity Concept is conceived within the Banks and how it is brought forth in their applications. Moreover, the definitions and explanations given on the identification of the Corporate Identity being carefully studied, Identification Schemes, Identification Guides, organizational structures and job definitions relevant to the operations of the Banks were examined. Under the heading of Corporate Identity, for the community the Banks intend to provide service and establish relations with, information pertaining to the investigation of the visual identity structures, how and in what mode to address the community intended to establish relations with, are given. By the end, the communicative relations between the corporates and community, products and human beings, being disclosed under the title of visual identity, how the instict of establishing relations are in concordance with fortifying the ties between the corporates and service provided communities, are explained. In the third section, the identity analysis of the Banks being studied in their getting structured within the progression as corporates, the visual expressions diverted towards the communities, their planning anxieties and the connections within the relations between man and products, are examined and the results obtained are disclosed. The fourth section, acting on the assumption how and in what form a true visualization should be with the Banks, reveals the studies made on the concept formations within the framework of interior locations and exterior fronts. Proceeding with the reality that “the fundamental element providing the integrity of a corporate identity in the Banks, constitutes the stretigical image in that corporation”, the importance attributed onto creavity and its impact on its planning are discussed. Finally, in the additional fifth section, pictures showing different bank formations and logos, are presented.
This thesis study prepared as a result of the investigations and researches carried, is composed of four (4) sections. The sections, within their contexts, have their own expressions and a compilation language. In essence of this thesis, wherein the corporate identity and its effects on the banks are scrutinized, the history of banking, evolution of its structure from the begining till now and the causality of its existence is discussed in the first section. Moreover, relevant to studies made in this section, the contexts of the procedures wherein banking is defined, printed and visual schemes are given. The corporate identity concept manifesting a parallelism with the history of banking, has provided a great contribution to the banks in their visial, audial and printed formations and in many occasions, has played an important role in the disclosure of their true identities. Within the banking sector of our country, where we have studied their inclanations towards corporate identity concept, we have noted the approach of the administrative staff of the banks to the subject matter and have investigated their correlations with the global banking logic. The second section of this study is concerned with how the Corporate Identity Concept is conceived within the Banks and how it is brought forth in their applications. Moreover, the definitions and explanations given on the identification of the Corporate Identity being carefully studied, Identification Schemes, Identification Guides, organizational structures and job definitions relevant to the operations of the Banks were examined. Under the heading of Corporate Identity, for the community the Banks intend to provide service and establish relations with, information pertaining to the investigation of the visual identity structures, how and in what mode to address the community intended to establish relations with, are given. By the end, the communicative relations between the corporates and community, products and human beings, being disclosed under the title of visual identity, how the instict of establishing relations are in concordance with fortifying the ties between the corporates and service provided communities, are explained. In the third section, the identity analysis of the Banks being studied in their getting structured within the progression as corporates, the visual expressions diverted towards the communities, their planning anxieties and the connections within the relations between man and products, are examined and the results obtained are disclosed. The fourth section, acting on the assumption how and in what form a true visualization should be with the Banks, reveals the studies made on the concept formations within the framework of interior locations and exterior fronts. Proceeding with the reality that “the fundamental element providing the integrity of a corporate identity in the Banks, constitutes the stretigical image in that corporation”, the importance attributed onto creavity and its impact on its planning are discussed. Finally, in the additional fifth section, pictures showing different bank formations and logos, are presented.