Reference for the the new logo’s picture: http://www.underconsideration.com/brandnew/archives/new_logo_and_ identity_for_turkey_exporting_by_saffron.php
Undeniably, logo and slogan design is a crucial part of branding. Despite bringing consumer goods and services to mind, it generally applies to a variety of offers including celebrities, personas, belief systems, and even cities when considered thoroughly. This brief analysis attempts to discuss the case of the country Turkey’s latest socio-economic logo and slogan development.
Two days ago, the Turkish government officially adopted an “updated” socio-economic logo in an attempt to render the country’s tourism, economy, and cultural symbol more “relevant.” However, a marketing-focused glimpse proves that the new word-art in question proves to be far from “representative” when approached from the three aspects explicated below:
- Uniqueness: Looking at the logo in question above, one can not help realizing the “new” logo’s resemblance to the consumer goods giant Unilever’s famous logo. Both contain tiny symbols within the letters representing the brands (i.e., countries are also brands). Indeed, the new logo seems to be not more than a Word-Art designed on Microsoft Words and filled with intricate geometric patterns. Thereby, authorities seem to have fallen short of developing a one-of-kind symbol whose appearance would bring Turkey to mind and prove to be creatively outspoken although they have spent more than three fiscal years to develop a new logo as part of their “re-branding” efforts.
- Representativeness and Depth: Another disappointment the “logo” brings along seems to be its lack of relevance to the cultural values of the country. The most striking example illustrating this point are the colors of the logo: The country’s national colors are red and white; definitely not blue. Indeed, Unilever’s logo seems to reflect more about Turkey than the country’s new socio-economic logo by being the same navy blue as the country’s cultural amulet (i.e., a talisman worn to avoid the evil eye). Similarly, there is no crescent (the national symbol on the country’s flag), cat (national animal), or weaving (distinct local industry), nuts (national yield) or oil-wrestling (national sports)-related symbol on the new format. Considering this fact, one can not help wondering the reason underlying the choice of color and the patterns engraved in the new logo. Thereby, it would not be completely wrong to suggest that the new logo lacks in meaning and depth. Contrarily, logos should serve to distinguish brands and entities by bringing forth the most representative and unique aspects. Sadly, three years of research and development should have born something more meaningful and identifiable.
- Intelligibility and Clarity: Despite bearing some symbols relating to ancient Anatolian civilizations and myths (e.g., the mythological Anatolian wolf, the Sun, and the Hittite mill), most of the symbols in the new logo is not easy to comprehend by “anyone.” Even Turkish citizens themselves need a load of explanation to make sense of the logo in question. In the case of Unilever’s brand logo, for instance, each symbol in the letter U signifies a unique aspect, raw material, product category, or brand symbol of Unilever’s family of brands (i.e., umbrella brands). Yet, most of the “symbols” in the Turkey’s new logo seem to make no sense other than resembling geometric shapes and arbitrary patterns. Fails to be intelligible even to the locals, the new logo seems to have the potential to confuse and be blurry to international organizations and foreign governments.
All in all, one can suggests that Turkey’s new socio-economic logo design seems to grant no additional brand consistency or identity to the country. Being part of the country’s re-branding efforts, the logo still needs to be improved in a creative and culturally-relevant way to justify the years-long academic and applied studies underlying. This recommendation should be taken into serious consideration especially if the authorities sincerely aim at improved “relevance” and “representativeness” as they claim.
 Please acknowledge that the information in question is with reference to http://www.hurriyetdailynews.com/turkey-launches-its-own-brand logo.aspx?pageID=238&nID=72282&NewsCatID=345.