MARKA MI LOGOYU, LOGO MU MARKAYI OLUŞTURUR? HAVACILIK SEKTÖRÜNE YÖNELİK STRATEJİK BİR ANALİZ: TÜRK HAVA YOLLARI ÖRNEĞİ

Yıl 2025, Cilt: 8 Sayı: 15, 150 - 170, 31.12.2025

Mustafa Kemal Yılmaz

Öz

Bu çalışmada havacılık sektöründe marka kimliği ve logo tasarımının kritik rolü Türk Hava Yolları örneği üzerinden incelenmektedir. Rekabetin yoğun olduğu küresel havacılık pazarında güçlü bir marka kimliği oluşturmak ve bu kimliği logolar ve görsel öğelerle temsil etmek, uzun vadeli müşteri sadakati yaratmak ve sürdürülebilir rekabet avantajı elde etmek açısından büyük önem taşımaktadır. Bu araştırmada nitel araştırma tekniklerinden biri olan betimsel analiz yöntemi kullanılmış ve küresel marka olma sürecindeki Türk Hava Yolları’nın kurumsal logo tasarımları incelenmiştir. Bulgular havacılık sektöründe uzun vadeli marka imajı oluşturmada logo ve marka tasarımının stratejik önemini vurgulamaktadır. Türk Hava Yolları’nın simgesi haline gelen yaban kazı figürü, özgürlük, dinamizm ve güven gibi değerleri temsil etmekte ve şirketin küresel hizmet vizyonuyla örtüşmektedir. Ayrıca Türk Hava Yolları’nın minimalist ve kültürel açıdan uyumlu tasarım öğeleri hem uluslararası tanınırlığı hem de tüketici sadakatini güçlendirmektedir. Çalışmanın kurumsal logo ve marka yönetimi literatürüne katkı sağlaması beklenmektedir.

Anahtar Kelimeler

Havacılık , Havayolu , Marka , Logo , Türk Hava Yolları

DOES THE BRAND CREATE THE LOGO, OR DOES THE LOGO CREATE THE BRAND? A STRATEGIC ANALYSIS ON THE AVIATION SECTOR: THE CASE OF TURKISH AIRLINES

Öz

This study focuses on the strategic relationship between brand identity and logo design in the aviation industry, where intense competition and service standardization make branding a critical differentiating factor. Airline brands increasingly rely on visual identity elements to establish trust, recognition, and long-term relationships with consumers. The main purpose of this study is to examine whether the brand creates the logo or the logo contributes to the creation of the brand, by analyzing Turkish Airlines as a representative case within the global aviation sector. The study adopts a qualitative research design and employs descriptive analysis to examine Turkish Airlines’ logo transformation process, corporate identity practices, and brand positioning strategies. The findings reveal that Turkish Airlines’ logo functions not merely as a visual symbol but as a strategic communication tool that reinforces brand identity, trust, and international recognition. The study concludes that brand and logo mutually shape each other and suggests that airline companies should integrate logo design with broader marketing communication efforts, including digital platforms and corporate branding strategies.

Anahtar Kelimeler

Aviation , Airline , Brand , Logo , Turkish Airlines

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