KURUMSAL KİMLİK OLUŞUMUNDA GÜNCEL TASARIM ANLAYIŞI; TÜRKİYE İŞ KURUMU KURUMSAL İÇ MEKÂNLAR PROJESİ İNCELEMESİ

Abstract

The phenomenon of establishing a strong corporate identity supported by corporate images has been gaining increasing importance not only in private companies operating in highly competitive environments but also in public institutions and organizations providing public services. Today, the significance of image has also been recognized in the field of employment services, which addresses a very broad target audience. Within the framework of contemporary design approaches to the formation of corporate identity, this thesis focuses on the analysis of the Turkish Employment Agency (İŞKUR) Corporate Spaces Project. To determine the institution’s image among both its clients and employees, field research was conducted in the central office and various provincial branches. The research was further supported through observation and interview methods. The study aims to reveal İŞKUR’s existing image and to identify its effects on target audiences. In the first chapter, general information regarding the concepts of “Corporate Image” and “Corporate Identity” was obtained through a review of the relevant literature. In the second chapter, emphasis was placed on the importance of implementing the process of creating a corporate identity comprehensively and continuously in light of contemporary approaches, given that corporate identity elements must adapt to time and changing conditions. Contemporary approaches applied in public buildings were also discussed, and the sample framework was defined accordingly. In the third chapter, the selected case study, İŞKUR, was examined in greater depth through analysis of key policy documents and legislation, expert opinions, and field research. Accordingly, the study discusses the tasks carried out at İŞKUR and the institution’s physical conditions. Furthermore, the process of developing the Corporate Spaces Project is addressed, with the aim of creating a more efficient working environment, ensuring standardization among units, and presenting an exemplary practice that reflects the institution’s image. Finally, several recommendations are made to accelerate the process of improving corporate identity, enhance institutional efficiency, establish standardization, and expand the scope of exemplary practices that represent İŞKUR’s corporate image.