THE USE OF BRAND MONOGRAMS IN STORE SPACE DESIGN

Yıl 2026, Cilt: 16 Sayı: 2 , 1169 - 1182 , 01.04.2026

Mertcan Öztekin

https://doi.org/10.7456/tojdac.1858083

https://izlik.org/JA29LY36RN

Öz

Monograms are symbolic expressions composed of letters. Brand monograms are used to reflect visual identity in marketing. The use of monograms is particularly common among brands in the fashion industry. Various fashion products, such as clothing and accessories, are designed with symbolic connotations that reflect brand value. For this reason, monograms are important visual indicators in fashion marketing. Monograms are used in store spaces that reflect the fashion brand image and bring products together with consumers. Store spaces are strategic visual representations that reflect monograms. This research analyses how monograms belonging to fashion brands are reflected in store design. Within the scope of qualitative research, visual content analysis is carried out through case study. The model developed according to the research methodology defines the monogram design and the contents of the store space components. Design indicators are analysed based on visual data for monogram applications in stores. The analysed design indicators are expressed through qualitative coding. The sample set consists of the Fendi brand monogram and the brand's store spaces. The analysed findings are discussed through a network map. The relationship between the network map and the monogram and space design is shown.

Anahtar Kelimeler

Monogram , Brand Identity , Fashion Brand , Store Design , Interior Architecture

MAĞAZA MEKÂN TASARIMINDA MARKA MONOGRAMLARININ KULLANIMI

https://izlik.org/JA29LY36RN

Öz

Monogramlar harflerden oluşan sembolik ifadelerdir. Pazarlama açısından görsel kimliği yansıtmak için marka monogramları kullanılmaktadır. Özellikle moda endüstrisine ait markalarda monogram kullanımı yaygındır. Giyim ve aksesuar gibi çeşitli moda ürünleri marka değerini yansıtan sembolik çağrışımlarda tasarlanmaktadır. Bunun için monogramlar moda pazarlamasında önemli görsel göstergelerdir. Moda marka imajını yansıtan ve ürünleri tüketicilerle bir araya getiren mağaza mekânlarında monogramlar kullanılmaktadır. Mağaza mekânları monogramları yansıtan stratejik görsel temsildir. Bu araştırma moda markalarına ait monogramların mağaza tasarımına nasıl yansıdığını analiz etmektedir. Nitel araştırma sınırında örnek olay incelemesi üzerinden görsel içerik analiz gerçekleştirilmektedir. Araştırma metodolojisine göre geliştirilen model ile monogram tasarımı ve mağaza mekân bileşenlerinin içerikleri tanımlanmaktadır. Mağazalardaki monogram uygulamalar için görsel veriler üzerinden tasarım göstergeleri analiz edilmektedir. Analiz edilen tasarım göstergeleri nitel kodlamalar ile ifade edilmektedir. Örneklem setini Fendi marka monogramı ve markaya ait mağaza mekânları oluşturmaktadır. Analiz edilen bulgular bir ağ haritası üzerinden tartışılmaktadır. Ağ haritası ile monogram ve mekân tasarımı arasındaki ilişki gösterilmektedir.

Anahtar Kelimeler

Monogram , Marka Kimliği , Moda Markası , Mağaza Tasarımı , İç Mimarlık

Kaynakça

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